It would be hard to have missed last year's
steady drumbeat of reports describing the
difficulty experienced by military recruiters
in filling quotas for new recruits, primarily
for the "ground services." Reports released
by the Army's Public Affairs Office showed
persistent (and growing) recruiting deficits
throughout much of 2005, culminating in a
7,000+ shortage of new US Army recruits for
the '05 recruiting year.
In a May 13, 2005 USA Today article, ("Army
Offers 1 1/4 year Hitch"), Maj. Gen. Michael
Rochelle, (now former) head of the Army's
Recruiting Command suggested that, despite
the addition of hundreds of new recruiters, a
plethora of new enlistment deals, and
substantial signing bonuses, the problem may
not be short lived, owing to "the toughest
recruiting climate ever faced by the
all-volunteer Army."
Many have suggested that the problem stems
from an enhanced "danger factor" over the
past four years, during which both active and
reserve troops have been steadily engaged in
Iraq and Afghanistan. Though there is likely
some truth to that, we don't believe it's the
sole cause - not by a long shot.
For as long as there have been armies,
soldiers and their families have understood
that they are engaged in difficult, dangerous
duty. The pay is low, separations can be
long, conditions are harsh, and the soldier
may not come back in one piece, or at all.
Whether in civilian life or the military, an
organization's ability to recruit is driven
in large part by its reputation.
Organizations that become known for
indifferent or unfriendly employment
practices find it difficult (and more
expensive) to attract and retain talented
people. To a great degree, the same things
that impinge on private industry also impact
the military. There are a host of factors
that contribute to one's reputation as a
place to work, including the following:
Clear sense of purpose & mission
People want to be involved in work that is
meaningful to them. In order to really engage
with the organization, they require a clear
and compelling sense of purpose and
direction. Translation - they want to read
mysteries, not live them. Evidence suggests
that many - clearly not all - but many
patriotic, pro-military soldiers are unclear
about the mission in Iraq. If that's true,
they can't possibly be as engaged as if they
were certain of their reason for being there.
Interestingly, recent reports indicate that
while attracting new recruits remains the
challenge it was a year ago, the Army is
ahead of its re-enlistment goals for the
year. In describing the possible reason
behind the re-enlistment success, Lt. Col.
Bryan Hilferty, an Army spokesman, said in an
April 9, 2006 USA Today article, "Our people
want to be part of something greater than
themselves, and they're willing to put up
with a lot." He could have been talking about
your people, too.
Could it be that the mission has been clearly
articulated for some already on duty, but not
for the masses on the outside, the source of
new recruits?
Civilian employers are subject to the same
phenomenon. Most, it seems cannot get beyond
the wordsmithing associated with assembling a
Mission Statement, to the far more important
task of ensuring that all hands on deck have
a clear sense of why the organization exists
and where it's headed. Consequently, our
people are forced to operate amidst a fog of
banners, buzzwords, and catch phrases...
'mission flatulence' if you will. We would do
well to burn off that fog and make sure
(really sure) that our folks have an ultra
clear sense of purpose and direction.
Enabled to Perform
Like the rest of us, soldiers want a better
than even chance of succeeding. Consistent
with that aim, they want the tools,
resources, and the chance to do their best
work. Justified or not, Operation Iraqi
Freedom has experienced enough well
publicized complaints about the lack of
armor, food, manpower, and equipment to erode
confidence, and in turn, the military's
reputation as an employer. (Gen. Bernard
Trainor's recent book, Cobra II provides
compelling documentation.) When private
citizens feel obligated to hold bake sales to
raise funds to purchase personal body armor
and food for the troops, something is clearly
wrong in the planning and provisioning process.
One area where the military excels is in
training. It has been said that armies do two
things: They prepare (train), and they fight.
Lest there be any doubt, they are serious as
a heart attack about that training, too. It
is neither optional nor easy. Those of us in
private industry or civilian public
organizations would do well to study the
example of the military here. At a minimum,
we would come away with pointers about using
your best and brightest, coupled with
'graybeards' to do the training; the benefits
of 'live fire exercises', the effect of
competence on confidence, and the need to
maintain the training effort in good times
and bad, to name but a few.
Deal Breaker
After the Vietnam War, when the military
faced recruiting difficulties, Congress
enacted legislation giving the Department of
Defense the option of involuntarily extending
a soldier's commitment period. Though this
"stop loss" authority was granted, the
Pentagon didn't use it until 1990, in the
build-up for the first Gulf War. Since then,
in the face of a shrinking military footprint
and increased deployment, stop loss authority
has been routinely used to extend the tours
of active troops in all branches, as well as
those in the Reserve and National Guard. It's
legal, but there's a price. Soldiers in the
"all volunteer army" who had been taught
since grade school that "a deal is a deal"
suddenly learned otherwise.
Not unlike the current travails at United
Airlines and the broken promises to employees
and retirees over pensions, invoking 'King's
X' authority for anything less than matters
of clear and vital interest leaves a bad
taste in the mouth, and a reputation sullied.
When those considering being recruited (who,
after all, don't have to join in the first
place) learn that their four year commitment
is, in fact, more open-ended than that, many
are simply exercising their options to be
civilians before the choice is snatched away
from them. If we as corporate employers want
to keep our reputations intact, we must do
what it takes to ensure that our word is
good. No one wants to go to work for a known
deal breaker.
Re-Recruiting
When the above-mentioned stop loss isn't
invoked, soldiers normally have the
opportunity to either exit the military or
're-up' every few years at the conclusion of
their enlistment period. One important factor
that is apparently helping the military
reduce the demand for new soldiers, and
taking some pressure off the recruiting
effort, is increased emphasis on retaining
the ones they've already got. In the weeks
and months preceding the reenlistment period,
the soldier is usually visited one or more
times by their reporting senior for purposes
of 're-recruiting' them to the military.
Their civilian counterparts, on the other
hand, generally have an opportunity to quit
or 're-up' at the end of each shift (sooner
if you work in retail or fast food.) Wise
leaders realize the fragile nature of the
relationship and make it a point to continue
the courtship long after the person has
joined their organization. They meet
frequently with their people, take an
interest in them, and wonder in the back of
their mind what their people are thinking and
feeling when they go home each day.
Having watched a young, worried, pregnant
military wife lie sleepless on the couch for
four days waiting to hear from or about her
husband when his unit had been hit by a
suicide bomber, and then later deliver her
baby without so much as a call, note, or
email from anybody in the Department of
Defense, one of us quickly realized that an
important path to re-recruitment goes thru
the employee's family. Here again, wise
leaders take care to maintain appropriate
sensitivity to, and dialogue with their
teammates' family members. (post a link to
previous FM re-recruiting article)
With a talent pool that appears poised to
continue tightening, we would all do well to
work at preserving (and enhancing) our
reputation as a place to work. Those that do
will compete handily for the hearts and minds
of the workforce; those that choose not to
may have to invent some stop loss measures of
their own.