The Army is targeting Generation Z with roles less centered around combat
The Army's glitzy new recruiting campaign that kicked off on Veterans Day focuses less attention on combat roles and highlights lesser-known jobs like cyber warriors and scientists.
"The goal is to show the breadth and depth of roles that you can play in the United States Army and how these individual roles come together to form the most powerful team on earth," said Brig. Gen. Alex Fink, head of the Army's enterprise marketing."You can be a warrior and work in cyberspace or in signals, or as a logistician."
In addition to putting the new ads on TV, Find said they'll have a strong"digital marketing presence" so members of Gen-Z encounter them on social media.One of the five soldiers highlighted in the ad campaign is Captain Erika Alvarado, 34, an Army Reservist who leads a Cyber Protection Team."It will definitely open their horizons and perspectives to know that it's not just war and shooting and blowing things up," Alvarado added.
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