The Army expects to fall short of its goal by 8 percent, while the Air Force will be 10 percent below target, making it the worst recruiting year in two decades. Surveys and interviews indicate that potential recruits are being attracted to the civilian labor market where unemployment is barely over 4 percent. Young people are keen to go to college and have a career. Even when they choose to enlist, money for college and training outweigh the motive of duty to country. A military career is not attractive to many.
People perceive a lack of freedom.
They have to endure boot camp - at a time when many young people are out of shape. They perceive military personnel as engaged in unpleasant and dangerous activities and being moved frequently. As a result, the Army is emphasizing patriotism and personal challenge, and is increasing the value of college tuition programs. Perhaps they could learn from the Navy which has met its goal this year - it had Spike Lee direct new slick TV recruitment ads. The news story indicates that there have been several changes in the labor market for military recruits.