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www.navy.com
1-800-USA-NAVY1-800-USA-NAVY
Navy Recruiting Command … Seeking the ‘Best and Brightest’
1-800-USA-NAVY1-800-USA-NAVY
The Navy Recruiting Organization
50 States, Europe, and Asia …Recruiting stations alsoin Guam, Japan, Puerto Rico Germany, and Italy.
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Average Recruiter breakdown …Enlisted Production Recruiters (As of August 2008)
4,185 Active enlisted recruiters 673 Reserve enlisted recruiters
Officer Production Recruiters (As of August 2008)
140 Active officer recruiters 84 Enlisted officer recruiters 100 Reserve Officer recruiters
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Our objectives…
Total Force
Qualified Sailors
Medical Officers
NSW/NSO
DEPpers
Global War On Terrorism
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Navy Enlistment Policy … 95% High School Diploma Graduates
70% Above average score on the Armed Forces Qualification Test (AFQT)
0% in CAT IV (30 or less on the AFQT) Must meet additional standards for rating Must pass Navy physical fitness and body fat standards Must have no significant history of drug use Must be drug free at time of enlistment Must not have significant or offensive tattoos and no tattoos above
the shirt collar Must not have sole custody of dependents Must have no significant legal issues and no issues outstanding
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Looking forward ...
Fiscal Year (FY) 2008 Active Component (AC) mission accession number is set at 38,419 enlisted and 1962 officer. Reserve Component (RC) mission accession number is 9,122 enlisted and 1200 officer – A total one force goal of 50,703.
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0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
FY08 FY09 FY10 FY11 FY12 FY13
Active ENL Reserve ENL Active OFF Reserve OFF
Increasing Mission & Uncertain Future …
Total Force (TF) recruiting mission consists of four separate parts: Active Officer, Reserve Officer, Reserve Enlisted, and Active Enlisted
Total Force Mission = 50,703 57051 59679 61240 61222 61214
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Recruiting remains challenging …Findings indicate four major recruiting challenges:
Decrease in qualified potential recruits
Decrease in personal propensity- Global War on Terrorism- Immigration debate
Decrease in influencers- Down across the board and severely for Fathers
Decrease in the nation’s unemployment rate- Unemployment Rate- Easier to find a full-time job
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72% of youth population ineligible for the U.S. Navy
11%
8%
16%
68%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TotalDisqualified
Physical &Medical
Legal
Dependents
Drugs/ Alcohol
Non-Prior Service Recruiting Market …
Source: QMA Estimates of the eligible youth population (HumRRO April 2005)
9.6M 17 – 24 Male Target Market
2.7M Qualified for Military Service
220,000 Propensed and Qualified
It is not enough to just recruit those propensed … Navy Recruiters must interest the non-propensed
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Perceptions of Civilian Jobs …
Experiences that prepare
you for a career 14% 27%
Interesting job, not just routine 13% 29%
Work with people you respect 12% 17%
Job where you decide how
tasks will be carried out 9% 43%
Something you can be proud of 9% 23%
Earn respect of people who
are important in your life 9% 20%
Good paying job that allows
you to live comfortably 8% 38%
Receive approval from parents 7% 30%
Have personal freedom 4% 56%
Perceptions ofPeople aged 15-21
MilitaryService
Civilian Job
74%6/07
67%12/05
Youth who believe it’s
not too difficult to get a full time job
Source: CNRC analysis of DoD Youth Poll (2007)
Source: CNRC extract of DoD Youth Poll Data (Nov 2003, pg 59)
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Knowing our battlefieldNavy’s Public Image Plummeting Youth Propensity
NOV 2001 DEC 2007
15%
14%
27%
9%
10%
13% General Propensity
African-American
Hispanic
Public Opinion Poll: Which Military Branch is Most Prestigious?
Source: DoD Youth Poll 2007
Source: Report by Galllup Organization (2006 pg 221)
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White (Non-Hispanic)
African-American
Hispanic
23%20%
18%
50%46%
54%
27%
37%
28%
0%
10%
20%
30%
40%
50%
60%
Serious Some Never
Source: DoD Influencer Poll (2003-07)
Source: CNRC analysis of DoD Youth Poll (2005)
The need for effective outreachYouth Consideration of
Military ServiceInfluencer Likelihood to Recommend Military Service
39% 35%
40%
40% 34%32%
34%
35%
29%32%
29% 29%
32%
27%
43% 43%
37%
42%
32%
31%
31%
15%
25%
35%
45%
55%
May-04 Nov-04 Jun-05 Dec-05 Jun-06 Jun-07 Dec-07
White Black Hispanic
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• Over the past year, propensity has fallen significantly in almost all categories
- Hispanics are the fastest growing market, yet propensity is moving in the wrong direction
• Influencers of youth (Dads, Moms, and Grandparents) are less likely to recommend military service than at any point since 2003
- The drop has been most significant among fathers and grandfathers.
Propensity and Influencer support
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Influencer’s Role …
• Navy Recruiting success is due to the support we receive from citizens who influence young Americans, i.e., parents, siblings, educators, veterans, youth workers and various Friends of the Navy (FON) organizations such as the Navy League, Fleet Reserve Association and Navy Club of the USA. Centers of Influence (COIs), essentially each of you, are vital to the future of our Navy.
• Education, war, and a shrinking veterans pool are some of the major concerns of today’s influencers.
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• Talk to everyone. Share your knowledge and experience with students, peers and local organizations.
• Contact a local recruiter in your area and offer your assistance.
- Invaluable resource- Listen, Learn and Lead
What can you, as an influencer, -- do to help?
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Ready for the Challenge …
• Navy Recruiting stands ready to meet the challenges of the future.
• Communication is key.
• “Influencer” help = Recruiting success.
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1-800-USA-NAVY (1-800-872-6289) www.navy.com
www.elnavy.com
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Backup
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Navy Recruiting Acronyms … AFQT - Armed Forces Qualification Test BOY DEP - Beginning of Year DEP DEP - Delayed Entry Program FMAM – February-March-April-May – Tough Recruiting Months IRR - Inactive Ready Reserve JAMRS – Joint Advertising Market Research and Studies MEPS - Military Entrance Processing Station NAT - New Accession Training – Non-Prior Service Reservists (previous NPSB) NORS - Navy Officer Recruiting Station NOSC - Naval Operational Support Center NRD - Navy Recruiting District NRS - Navy Recruiting Station PST - Physical Screening Test (Physical Fitness Test required for Special Operations
Program) RTC - Recruit Training Command SPECWAR - Special Warfare WINTR - Women In Non-Traditional Ratings