the navy's record year
TRANSCRIPT
NAVY RECRUITING COMMAND
Commander Brent W. Phillips Director of Marketing Navy Recruiting Command
9 September 2011
Roll ‘em
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We’re hiring!
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1992 550,000 active duty 460 ships
The Navy, September 6th, 2011
• 284 ships in commission • 3700+ operational aircraft • Personnel deployed: 52,585 • 120 Ships underway: (42%) • 4 carriers underway • 37 submarines underway (69%)
2011 328,266 active duty 203,796 Navy civilians 102,080 reserves
Cell Phone Check
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Navy Recruiting Command
2 Regions 26 Districts 1,459 Stations 65 MEPS 1 “NORU” 1 Reserve Unit
2 Regions 26 Districts 1,459 Sta6ons 65 MEPS (Military Entrance Processing Sta6on) 1 Recrui6ng School house 1 Reserve Unit
(MEPS)
Our mission: Recruit 42.079 Enlisted 3,989 Officers 4,220 NROTC Applications
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New Hire Quality As of 30 June 2011
FY09 FY10 FY11 95.0% 97.4% 98.5% FY 11 Navy Benchmark – 95%
HSDG
TSC I-IIIA FY09 FY10 FY11 77.4% 83.0% 88.0% FY11 Navy Benchmark – 75%
Accession Waiver FY11 - 1 Accessed * FY10 - 6 Accessed FY09 - 51 Accessed *Approved in FY10, accessed 23 Mar 11.
Enlisted Total Force Quality
AC Officer Diversity (New Contracts)
FY08 FY09 FY10 FY11TD
Female 22.8% 24.9% 24.7% 26.8%
Afr Am 6.4% 9.0% 9.0% 6.7%
Hispanic 6.4% 8.1% 7.6% 7.9%
API & Nat Am 10.9% 11.1% 11.6% 15.1%
Enlisted Total Force Diversity Female: Up ~ 4.95% (22.2% in FY10 to 23.3% in FY11)
Diversity: AA - 23.5%, API - 26.8% and HIS - 20.3%
RQAT Drops FY09 FY10 FY11 .20% .15% .08%
RTC Attrition FY09 FY10 FY11 9.22% 8.75% 9.16%
In-Month DEP Attrition FY09 FY10 FY11 3.5% 2.6% 2.0%
Mission FY11 Goal FY11 ACC Result CommentsNew Contracts 22,557 23,218 R 102.9% attained Accessions 24,516 24,550 R 100.1% attainedNuclear Field 2,099 2,102 R 100.1% attainedWarrior Challenge 1,370 1,378 R 100.6%, Goal exceeded in all 5 warrio r challenge ratings
Prior Service 3,632 3,642 R 100.3% attained
Non-Prior Service 2,599 2,615 R 100.6% attained
Female 23% 23.3% R On TrackHSDG 95% 98.5% R Above DON standardsTSC I-IIIA 75% 88.0% R Above DON standards
Mission Goal Applications Result Comments4 year 4,000 5,583 R 139.6% of goal attained
Nurse 220 487 R 221.4% of goal attained
Mission Goal Attn On-track CommentsGeneral OCS 1,126 1,120 R 99.5% accessed or selectedGeneral ODS 223 182 R 81.6% accessed or selectedMedical DA 248 220 R 88.7% accessed or selectedMedical Student 583 479 R 82.2% accessed or selected
General 1,414 809 £ 57.2% accessed, selected, and CTO attainedMedical 395 247 £ 62.5% accessed, selected, and CTO attained
OFFICER
TOTAL
RES
ENLISTED
ACT
ACTIVE
RES
R O T C
Data as of: 30JUN11
FY11 Total Force Review As of 30 June 2011
* Active goal based on Rev 4 (17 June 2011) active officer accession plan; Reserve goal based on Rev 2 (20 April 2011) reserve officer accession plan
Recruiting Challenges
q Complex Mission Ø “FIT” – Right person, right job, right time
q Shrinking population of qualified and interested youth
q Navy Awareness lags all other services q Resource reductions and the changing
economy pose a moderate risk in the near term
q High demand for professional skill sets in private sector
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Balancing act – recruiting, retention & end strength
Complex Mission
q Doctors q Dentists q Chaplains
(All faiths) q Public
Affairs q Nuclear
Power
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q SEALs, EOD, Diver, AIRR
q Sea Bee’s q Jet Engine
Mechanics q Cryptologists q Sonar
Technicians
q Gas Turbine Engineers
q Pilots q Naval Flight
Officers q Surface
Warfare Officers
Over 122 Career Fields
Navy’s Public Image Which military branch is most pres6gious?* Which branch of the military is most important to na6onal
defense? *
*Source: Gallup Consulting
• Navy’s Public Image is consistently the lowest of all services
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The Public Looking In
q In most places around the country, Navy is invisible: Ø No bases nearby Ø Represented solely via the recruiting stations or NOSCs
(Navy Operational Support Center) Ø Bases that are local are mostly inaccessible
q At the same time, Navy’s culture is very insular: Ø We speak our own language Ø It may seem hard AND uninteresting, causing attention to
wane
=
Questions: YATS- Q503 Now, I'd like to ask you how likely it is that you will be serving in the Military in the next few years?; Youth Polls- FPP9 In the next few years, how likely is it that you will be serving in the Military?
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Note: Youth ages 16-21 Source: Department of Defense YATS and Youth Polls
% Probably/Definitely
General Military Interest By Gender
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7% Female, 18% Male
National Television and Network Radio NASCAR
Magazines Posters
In-High School Media
Internet Ads / Navy.com / Life Accelerator Job Postings
DRTV & Radio Direct Mail and E-Mail
About 2/3 of 17-24 year old males are not qualified for military service
16,000,000
10,400,000
8,000,000
6,900,000
6,400,000
5,300,000
Only 5% of the total male population are qualified and propensed to join the military. DoD requires
approximately 125K annually
Medical Unqualified (~5.6M)
Test Score Unqualified (~2.0M)
Conduct Unqualified (~1.6M)
Already in Military (~.5M)
Full Time in College (~1.1M)
Not Propensed to Serve (~4.5M)
Remaining Target Market 850,000
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OPPORTUNITIES
§ Diversity
§ Transforming the Recruiting Force • Recruiting Force 2020
• Mobile, Agile, Near-real time and local process
§ Information Technology (Challenge & Opportunity)
§ Personnel Alignment
Recruit Quality Today . . . . Build for Tomorrow
Internet Communications
• Provide detailed information to support the process
• Navy.com • Social Media
• Help them build a possible life map
Media Advertising
• Build a positive awareness and image of Navy as a global force for good
• Drive prospects to the web site for more information
BUILD A DESIRABLE IMAGE OF THE NAVY
FACILITATE THE DECISION MAKING PROCESS
GENERATE HIGH QUALITY LEADS
Personal Selling In addition to targeting prospects with direct communications, Tools are provided to support the recruiters in the field: Recruiting Aid Devices (RAD’s), event marketing, promotional items, local advertising and local direct marketing
Direct Marketing
• Reach out with “special invitations” via direct marketing
• Email blasts • Direct Mail
• 1-800-USA-Navy, Navy.com
Attracting Recruits
INFORM, INSPIRE, INFLUENCE, HIRE!
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Sailors on Recruiting Duty
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Diversity Focused Engagement
q Affinity Group Partnerships. Ø Participate in National, Regional, Local Chapter events, generate leads to hire
diversity officers
q Strong Local Engagement. Ø Direct NRC HQ support of NRD regional and local events - NRD diversity
officers, local affinity group interaction.
q Diversity Center of Influence/Student VIP Trips. Ø Develop, engage and inform National, Regional and Local Influencers and
Educators.
q Focused Diversity Marketing and Advertising efforts. Ø Develop and communicate diversity market characteristics to build tailored
marketing and advertising plans.
q Building Navy Trust. (You can’t “surge” trust…” Ø Support events and organizations that aid in Building Navy Trust throughout the
nation.
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Navy’s Communications Efforts
q Until October 2009, Navy’s outbound communications efforts focused exclusively on short-term goals, i.e. Recruiting Prospects Ø Four different recruiting slogans since inception of the all volunteer force Ø 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
q Navy suffers from the lack of a clear identity among the broader American public: Ø News reporters and the public at large believe the Navy is manned by Generals
and Soldiers Ø They don’t know what is entailed in service or the impact Navy has on their daily
lives. Ø Without this foundation, it’s difficult for the general public to support Naval efforts
and/or service
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AMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE
WORLD BY WHATEVER MEANS
NECESSARY 24/7
Navy Brand Positioning Statement
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Broadcast
Digital / Social Media
Events
Direct Marketing
Job Postings
PR
PSA
How we communicate “Multi-channel approach and messaging”
Navy.com
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Navyreserve.com
Social Media
q Have a plan q Be ready to adapt the plan
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29 Back to Presentation
Good vs. Bad engagements
Good
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Good vs. Bad engagements
Bad
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Back to Presentation
Social Media/NavyforMoms.com
q Navy for Moms: Ø Averages 1,222 new members per month. Ø Has more than 10,000 ongoing discussions. Ø Used to engage on a local level with parents and influencers. Ø Solicit for volunteers during special events
- Navy weeks - Delayed Entry Program Meetings - Pot Lucks!
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“Many of our organizations have focused on leaders as communicators. Now, we have the chance to be leaders of communicators. If we recognize the opportunities inherent in this reality, we will be more effective as leaders… our organization will more skillfully inform… and our people will be the key to our communication success, just as they are the key to our success in all things. Ø - Admiral Gary Roughead, Chief of Naval Operations
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Navy.com NavyReserve.com
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