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How the Marine Corps Appeals to New Recruits
The United States Marine Corps has been faced with a
recruiting crisis in the past few years, causing their
recruiting system to undergo a transformation. Most of the
programs deal more with the parents of potential recruits
instead of the recruits themselves. More and more, the
recruiting advertisements focus on educational goals and on
the job training instead of the more macho themes of the
past. These parent oriented programs appeal to the
recruit?s parents to encourage the recruit to join the
Marine Corps instead of the other way around. The lure of
a college education is one of the strongest tactics of the
United States Armed Forces. A college degree is expensive,
and often out of the range of a great deal of individuals
interested in pursuing higher education. Instead of
putting off earning a degree or taking outrageous student
loans, the government promises to take care of all
expenses and provide recruits with a job after graduation.
While the recruit is paying off his or her education, he or
she is also making a living by being a member of the Marine
Corps.
The patriotic theme is highly prevalent today in the
aftermath of September 11th and the current war in Iraq.
Hearkening back images of previous wars, including the
famous Mount Suribachi photograph of the Marines raising the
American flag on the tiny island of Iwo Jima, this
patriotic program has proven quite effective. This program
has gained many new recruits, as they feel they are
serving a purpose for their country instead of peers who
take less patriotic jobs.
The Marine Corps is also focusing on the employment itself.
In a time where many companies are experiencing lay offs,
the security of a government job is a great asset.
Additionally, large recruiting bonuses, often up to
$20,000, appeal to potential recruits of all ages and
backgrounds. Furthermore, the high-tech approach is
appealing to the younger recruits, as once-stagnant
commercials have turned into phenomenal vessels similar to
video games popular with the target audience.
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