5/18/2023 0 Comments The proud the few the marinesNow with the country in the grips of the pandemic and many young adults stranded at home and jobless, those numbers have surely grown. In mid-February, Army Secretary McCarthy revealed the Army’s esports efforts were resulting in impressive numbers of leads for Army recruiters. Comprising active and reserve soldiers, the USAE team had already been highly active before COVID-19 hit the United States. More recently, in 2018, the Army entered the esports world and founded the U.S. The Army’s long-running and award-winning game America’s Army has attracted recruits for years. Using games and gamification is also a smart marketing move, as the research suggests. It has long understood the psychology behind games and how they tap into humans’ inherent competitive nature and need for social connection. The Army is no stranger to using games as recruiting tools. The Marine Corps should take the opportunity of pandemic-disrupted recruiting procedures to rethink and retool its strategic recruiting plan to better adapt to long-term shifts in American society. Recent science and marketing research support the use of games as recruiting tools, and the Marine Corps should embrace them in the short term, looking to the other services’ gaming strategies as useful models. The Corps has been hit hard by the pandemic, due to losing out on its traditional emphasis on “kneecap-to kneecap” recruiting pitches. Indeed, Army leaders claim that games have generated “a ton of leads.” The Navy and Air Force have also embraced digital games as recruiting tools. And although the Army was down 5,500 recruiting contracts in April, it appears to have had significant success with its efforts in-wait for it-video games. All of the services, therefore, have made digital recruiting their main focus. For the near future, recruiters must severely limit close contact with prospective recruits. Other experts, however, find that estimate far too optimistic. will grapple with COVID-19 for the next 12-18 months, until there is a widely-available vaccine. Recent epidemiological models and medical experts suggest that the U.S. The Navy, Air Force, and Marines have also closed many of their recruiting offices. Since then, the Army has resumed in-person recruiting, but with added restrictions and in low-risk areas only. In March 2020, the Army shuttered its recruiting stations across the country, moving all efforts online. And although the Army was down 5,500 recruiting contracts in April, it appears to have had significant success with its efforts in-wait for it-video games.ĬOVID-19 has wreaked havoc on U.S.
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