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Navy Recruiting Command

NCCM (SS) Jimmie Holt National Chief Recruiter

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Navy Recruiting Command

2 Regions 26 Districts 1,408 Stations 65 MEPS 1 Recruiting School house 1 Reserve Unit

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FY11 Goal FY12 Goal FY12 Accessions

As of 31AUG2012

Active Enlisted 33,400 36,275 32,622

Reserve Enlisted 8,344 8,255 7,471

AC General Officer 1,342 1,072 1,058

AC Medical Officer 831 782 777

RC General Officer 1,414 1,427 932

RC Medical Officer 395 406 288

Totals 45,726 48,217 43,148

FY12 RECRUITING MISSION Updated: 31AUG12

Why is it important?

What do we do?

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General Officer Recruiting

Categories

Active and Reserve Component

Surface Warfare Officer INTEL

SUBS OCEANO

SEALS CHAPLAIN

EOD JAG

NFO CEC

PILOT Supply

AMDO Cyber Warfare

IP EDO

IW PAO

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Medical Officer Recruiting

Categories

Active Component

DENTAL

DENTAL SCHOLORSHIP PROGRAMS

MEDICAL CORPS

MEDICAL SCHOLORSHIP PROGRAMS

MEDICAL SERVICE CORPS

MEDICAL SERVICE CORPS SCHOLOSHIP

PROGRAMS

NURSE CORPS

NURSE CORPS SCHOLORSHIP PROGRAMS

Reserve Component DENTAL

MEDICAL

MEDICAL SERVICE CORPS

NURSE

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Recruiting Duty Screening

Recruiter Assessment Battery (RAB)

A non-cognitive screening tool to determine whether

members applying for Recruiting Duty are a good fit

based on their personality traits, i.e. introvert vs.

extrovert It can also determine of your likelihood of

success and enjoyment of the unique challenges of

recruiting.

https://militaps.nmci.navy.mil/rab

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Sailors who Failed-to-Screen for

Recruiting Duty

FY12, 1200 Sailors applied to Recruiting Duty

147 Sailors (12.3%) have failed to screen

These include but are not limited to in no particular order:

1) NEG Endorsement: 49 8) RAB: 3

2) Tat: 30 9) PTS: 2

3) SEP: 30 10) ERB: 2

4) Med: 10 11) DUI: 2

5) PRT/Body Fat: 7 12) HYT: 1

6) Sec Clear: 6 13) Perm No Shave: 1

7) NJP: 4

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Dropped students from Navy Recruiting

Orientation Unit (NORU)

FY-11 and FY-12(to date): 34

FY-11: 27 FY-12 (Drops to date): 6

Financial: 2

Alcohol related incident: 2 Alcohol related incident: 1

*Disciplinary Reasons: 2 *Disciplinary Reasons: 1

Academics: 1 Academics: 1

Body Fat: 13 Body Fat: 2

HUMS/Family Emergency: 1

FY-11: 20 (drops to date)

No Drivers license: 0

Financial: 2

Alcohol related incident: 2

*Disciplinary Reasons: 2

Academics: 1

Body Fat: 13

Medical Reasons: 0

2.0/1.0 Evals: 0

FAP: 0

OBLISERV: 0

Motivation/Bearing: 0

Tattoos: 0

HUMS: 0

PFA Waiver: 0

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FAULT / NO FAULT TRANSFER

FISCAL YEAR 2011 AND 2012

FISCAL YEAR 2011:

FAULT PACKAGES (5)

• DUI – 2

• FRATERNIZATION – 1

• DERELICTION OF DUTY – 1

• UNAUTHORIZED USE OF GOVERNMENT VEHICLE – 1

NO FAULT PACKAGES; MEDICAL – 4

FISCAL YEAR 2012:

FAULT PACKAGES (8)

• FRATERNIZATION - 5

• INDECENT LANGUAGE – 1

• FALSIFYING OFFICIAL DOCUMENTS – 1

• TRAINING IRREGULARITIES – 1

NO FAULT PACKAGES; MEDICAL – 4

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Career Recruiter Force (CRF)

Conversion

BUPERSINST 1133.29

CRF Selection boards are held four times each year, February, May, August, and

November.

In selecting the best qualified applicant the whole Sailor is considered. For example:

- Recruiting duty qualifications (Station LPO, Officer Recruiter, Divisional LCPO and Fleet

qualifications)

- Commanding officer endorsement

- Leadership capabilities (fleet and recruiting duty)

- Off-duty education

- Community involvement

- Station LPO/LCPO experience (not an eligibility requirement)

- Sustained superior performance (fleet and recruiting duty)

- Break out among peers

- PFA failures

- NJPs

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Navy’s Public Image

Which military branch is most prestigious?* Which branch of the military is most important to national defense? *

*Source: Gallup Consulting

• Navy’s Public Image is consistently the lowest of all services

N9 Updated:

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88% of New Sailors Influenced by Navy Advertising Recognition of Navy’s Brand grew an additional 25% in FY12

35% 43%

More New Sailors “agree strongly” Navy’s

role in the world is effectively captured

“How relevant do you think the Navy

brand is to you and your role in the Navy?”

Agree Strongly

Agree

19%

Neither agree or disagree

America’s Navy: A Global Force For Good

FY11 FY10

2%

Disagree

2010, 2011, 2012 New Sailor Survey

GFFG Brand Resonates Internally

2012 New Sailor Survey 2012 New Sailor Survey

FY12

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How You can help share our Navy

brand

Add Navy brand to existing products (briefs,

presentations, hand-outs, etc

Brand your command websites

Pitch Navy brand as part of other communication efforts

Add brand to social media updates

All brand products are available from our Navy Recruiting

Command website (www.cnrc.navy.mil).

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America’s Navy is a Global Force for Good and “good” can take many forms…

Bombs on a terrorist hide-out.

Bullets to protect innocent civilians against extremists.

Bottles of water to those in need after an earthquake.

Bachelor’s degrees (advanced training and education).

All good things take GREAT people!

Our Sailors serve from the sea on the land, in ships on the water, in submarines under the

water, and fly in planes and helicopters over the water.

Why what we do is important:

About 70 percent of the Earth’s surface is covered by water.

About 80 percent of the world’s people live near the ocean.

About 90 percent of all international trade travels by sea .

We protect and defend freedom around the world, and we also offer great opportunities for a

great career here at home.

Our mission is to meet America’s threats far away, so those threats cannot harm us here.

Back Up Slides

Key Navy messages…

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Back Up Slides -

Historical Context Four different slogans since inception of the all volunteer force

Targeted to prospects ages 18-24 and focused on their “what’s in it for

me” question

Be Someone Special – 1973- 1975

Navy. It’s not just a job, it’s an adventure – 1976-1996

Let the Journey Begin – 1996-2000

Accelerate Your Life – 2001-2009

In 2009, Navy adopted a “branding” strategy

Brand is a long-term strategy, not a slogan to change with the tide

Speaks to Sailors past, present, and future

Developed through Sailor & target market feedback and focus groups

Tied to Maritime Strategy