Volunteer Power: Gen Y Volunteers

Gen Y Volunteers:
Team of One or Team Player?

by Thomas W. McKee

Team of One and Team Player.

How can both of these be true? The Army recruits “an army of one”. Has it worked? Are Gen Yers, the 68 million people born between 1980 and 1994 who constantly question the standards and expectations imposed by society, a team of one or team players?

The Army has used these recruiting slogans since becoming an all-volunteer force:

“Today’s Army wants to join you” — 1973.
“Join the people who’ve joined the Army” — 1973-1976.
“This is the Army” — 1977-1979.
“Be all you can be” — 1981-2001.
“An Army of one”— 2001-present

America's Army and the recruiting campaign is not an isolated effort, but part of a much larger overhaul of recruiting strategy. After the Army missed its quotas by over 6,000 enlistees in 1999, private-sector specialists were brought in to form the Army Marketing Brand Group. Leo Burnett, a top advertising agency that has also worked with McDonald's and Coca-Cola, developed the Army advertising campaign that made its debut in January 2001. In an attempt to appeal to the new recruit—the Gen Yers, the two-decades-old "Be All You Can Be" slogan was dropped in favor of "An Army of One," which make the questionable assertion that the Army is a place where individualism flourishes.

A single soldier marches in the opposite direction of a group of soldiers and says, "Even though there are 1,445,690 soldiers just like me, I am my own force. The might of the U.S. Army doesn't lie in numbers. It lies in me. I am an army of one." This ad constituted a part of the Army's 2000 campaign intended to attract more young recruits. The U.S. economy had dented Armed forces recruiting in the late 90’s, and in 1999, the Army narrowly reached its goal of 80,000 enlistees. A consulting firm examined the Army's recruiting strategy and concluded today's generation of young people is more focused on individual accomplishment.

"When they say 'army of one,' we're just saying every individual has certain strengths that they contribute to the team just like in a baseball or basketball team," said Major Thomas Palladino, an ROTC professor. "So when they bring their special qualities to the team they make the team stronger."

The Marines are also promoting individualism in their "Power of One" ads. In the Marine ad "The Few, The Proud, The Marines," a single, young muscular man morphs into what looks like a dungeons and dragons video game where he slays a techno-dragon. But last summer the Pentagon officials reported that for the first time in 10 years, the Marines had missed its recruiting goals for the last four months.

Maybe all of this individualism has not worked. As of December 7, 2005, The US Army changed its ad agency. Many feel that the Army will ditch its "Army of One" theme since it is not meeting its recruitment goals. The Army missed its fiscal 2005 recruiting target of 80,000 recruits by nearly 7,000.

So what does this mean for volunteer recruiters of Gen Y when we don’t have a $3.5 million budget to hire an ad agency? I believe we can use the following tactics to recruit Gen Y volunteers.

Recruit Gen Ys to be on a team. The Army is the epitome of a team when it’s properly run and managed. The “Army of One” marketing campaign seemed to fly in the face of how young men and women are raised today in public schools and community athletics. "An Army of One," is not encouraged or fostered. Kids play on teams, and they all seem to get a plaque or trophy whether they win or not.
Recruit Gen Y’s to a very specific, unique job. Gen Ys are team players, but they want to be a significant part of the team. Each volunteer is unique, and they want a job that makes them feel that their talents and contributions are making a difference. Individualism is important, if that individualism is recognized as part of a dynamic, winning team. Last Sunday in our church the pastor introduced a 13 year old young man who was learning to run the PowerPoint display. The volunteer was actually the adult man who was becoming a big brother to this young man from a single parent home, but the young man was also a volunteer on the tech-team.
Recognize Gen Ys for the individual role they play on the team. Gen Y’s, are individuals. Although they want team recognition, they also want individual recognition that their role is important and significant. When you recognize the team, also recognize each individual player and their specific contribution to the team.
Don’t be discouraged. In the late 90’s a flourishing economy kept young recruits from joining the armed services. This year many feel that the recruiting target is down because of Iraq and Afghanistan. Even with all of the government’s millions, they are having a hard time. Maybe our recruiting obstacles are not as difficult after all.

Learn more about how to restore the power and passion of the 21st century volunteer by contacting Tom McKee, president of Volunteer Power, (916) 987-0359.

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