The Australian Defence Force (ADF) has experienced a significant recruitment boost, largely attributed to targeted advertising strategies on social media and in online games. Recent figures from the federal government indicate that the ADF’s permanent and full-time personnel count has surpassed 61,000, reflecting an increase of nearly 1,900 individuals, marking the highest growth in 15 years. This represents a 17 percent year-on-year rise in enlistments.
Defence Personnel Minister Matt Keogh highlighted the success of “smarter” career advertising approaches, which focus on platforms frequented by younger demographics. “Doing that advertising in games, in computer games, utilising TikTok,” Keogh explained, underscoring the importance of reaching target age groups effectively.
Despite the surge in applications, fewer than 10 percent of over 75,000 applicants ultimately enlisted. Of those who joined the ADF, approximately half were Army recruits, bringing their total headcount to a four-year high of 3,442. The Navy and Air Force also saw notable increases in personnel, with enlistments reaching their highest levels since 2006.
Changing Recruitment Criteria and Improving Retention
Keogh attributed some of the recruitment success to broadening eligibility criteria. Previously, certain medical conditions, such as acne, disqualified potential recruits. “Clearly that’s stupid in the 21st century,” he remarked, emphasizing the need for eligibility requirements that align with the diverse roles within the ADF. Currently, there are more than 300 different roles available, some of which do not require stringent health standards.
The median age of new recruits stands at 23 years. Both Keogh and ADF Chief of Personnel Natasha Fox noted that the response to the Veterans’ Suicide Royal Commission has positively influenced public perception and willingness to join the military.
Retention rates have also improved, with the ADF experiencing a decrease in personnel departures. The attrition rate fell from 11.2 percent in 2021/22 to 7.9 percent, the lowest in a decade. Despite earlier reports indicating a shortfall of approximately 4,400 workers, government officials remain optimistic about reaching a target of 69,000 permanent employees by the early 2030s.
Expanding Eligibility to Enhance Recruitment Efforts
In an effort to further boost recruitment, the Australian government announced that foreign citizens living permanently in Australia would soon be eligible to serve in the military. This initiative initially focused on New Zealanders but has expanded to include Australian permanent residents from the UK, US, and Canada, all part of the Five Eyes intelligence-sharing alliance.
As of July 13, 2023, there were 520 active applications from Five Eyes citizens, with 400 from New Zealand alone. While only three New Zealanders have officially enlisted thus far, an additional 70 candidates are in the pre-enlistment phase and expected to join soon.
The ADF’s recent initiatives and strategic advertising efforts appear to be positively impacting recruitment numbers, potentially addressing long-standing challenges within the organisation. As officials continue to refine their strategies, the focus remains on ensuring that the ADF meets its personnel goals while adapting to the evolving needs of contemporary military service.
