Targeted advertising on social media and online games has revived Australian Defence Force recruitment, with headcount surpassing 61,000, a 17 percent annual increase in enlistments. Career advertising has shifted to platforms frequented by younger audiences, creating a better connection with potential recruits. Restrictions on enlistment due to minor medical conditions have been lifted, broadening eligibility and leading to a five-year high in applications. This allows for more diverse roles within the Defence Force, aligning requirements with more than 300 different positions.
Targeted advertising on social media and in online games has significantly increased ADF recruitment, showcasing the effectiveness of tailored marketing strategies to attract younger candidates.
The figures indicate an annual increase of almost 1,900 personnel in the ADF, the highest in 15 years, reflecting a 17 per cent rise in enlistments.
Minister Matt Keogh stated that 'smarter' career advertising targeted at young audiences through platforms like TikTok and online games is crucial for reaching potential recruits.
Broadening entry eligibility criteria has contributed to a surge in applications, allowing individuals with previously disqualifying medical conditions to enlist, thus aligning with diverse role requirements.
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