Recruitment-80

Wartime recruitment strategies in the US.

Prior to the outbreak of World War I, military recruitment in the US was conducted primarily by individual states.  Upon entering the war, however, the need for a large and quickly mobilized military shifted the responsibility to the federal government.

US-Recruiting Station on Times Square, NYC

The increased emphasis on a national effort was reflected in WWI recruitment methods. Peter A. Padilla and Mary Riege Laner define six basic appeals to these recruitment campaigns: patriotism, job/career/education, adventure/challenge, social status, travel, and miscellaneous. Between 1915 and 1918, 42% of all army recruitment posters were themed primarily by patriotism . And though other themes - such as adventure and greater social status - would play an increased role during World War II recruitment, appeals to serve one’s country remained the dominant selling point.

After WWII, military recruitment shifted significantly. With no war calling men and women to duty, the United States refocused its recruitment efforts to present the military as a career option, and as a means of achieving a higher education. A large majority - 55% - of all recruitment posters would serve this end. And though peacetime would not last, factors such as the move to an all-volunteer military would ultimately keep career-oriented recruitment efforts in place.

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