Potential Recruits Seek Information Online for Military Enlistment Decision Making: A Research Note

Abstract

What career information do potential military recruits seek? The Internet increasingly provides a medium for advertising and communication with recruiters and other potential recruits. The authors explored the influence of online information on enlistment decision making. Analysis of recent Army new recruit surveys showed that a sizable proportion of recruits have encountered military advertising or sought recruiting information online. The authors also examined online discussion forums—in which soldiers and prospective soldiers ask questions, trade insights, and vent frustrations—for postings indicating information seeking for enlistment decision making. Potential recruits were most interested in recruiting processes and what to expect from a military lifestyle, seeking opinions and details on job functions, duty stations, and benefits. These findings suggest that potential recruits may seek information online when unable or unwilling to find it from military websites or talking to recruiters.

Keywords

recruiting enlistment online Internet information seeking decision making

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