A Revised Recruiting Resource Model for Achieving the Army Personnel Strategy: Accounting for Digital Advertising

by Jason Ward, Jeffrey Wenger, Irineo Cabreros

Using an updated version of RAND’s Recruiting Resource Model, the authors analyze the relationship between observed and alternative mixes of Army spending on recruiting resources (advertising, recruiters, and bonuses) and recruiting outcomes, particularly contracts and accessions. Results indicate that TV advertising and, to a lesser extent, recruiters are more cost-effective than bonuses at increasing enlistments.

116 pages, Paperback

Published November 6, 2023