May 18, 2020


SMW employees


The U.S. Army has long been recruiting with its legacy systems, but today they acknowledge that this is a new world and strategies need to change. Her traditional approaches include walking in the mall, cold calling, and billboards. Now, however, they focus on one-on-one conversations and listen more using social media. It is important to ensure that their recruits receive the information that is right for them. Now that they are 100% virtual, they find that they can target conversations better than ever.

While #SMWONE the U.S. Army Recruiting Command marketing team – including Shauna Clark and Xeriqua Garfinkel – and a management consultant at Digimind have teamed up to outline the strategies they use to recruit and how you can apply them to your brand.

Here are the key findings and insights:

  • Preparing your agenda, rather than forcing it, promotes authenticity and a deeper understanding of your audience
  • Social listening is the key to mixing messages and building loyalty
  • The battlefield is constantly changing, so it's important to adapt

Understand what is key for your audience

With Digimind, the world's leading provider of AI-based social listening platforms and market intelligence software, they understand the linchpin that must take place. For everything related to COVID-19, it is important that the team develops dashboard solutions, contact programs and options for optimal connection with COVD-19 information from the customer's perspective.

The Digimind platform has given the U.S. Army the ability to slice and dice the information out there and help them recruit. Regarding specific customizations due to COVID-19, there are now best practices for the COVID-19 requirements and a new product that is just a dashboard solution. The team is reactive to help customers connect with this new normal in every possible way Tony Calega explained by Digimind.

How the U.S. Army uses data and applies it to its overall strategy and tactics

Shauna says they use The Art of War by Sun Tzu To explain the reasons for their success, use the strategies described in this book for their daily work.

  • A wise general attaches great importance to looking for the enemy: Include your fan’s content. Recruiters can create their own content so that their voice can be heard and their virtual community can engage
  • Let the object be victory, not long campaigns: Build your strategy on purpose. Know where you want to go first so you can manage your time well, and you have a measurable result and the benchmarks you need to get there.
  • Know the enemy and know yourself: Understand your target market by using resources to understand what triggers a user response and use a social listening tool to determine a user's mood.
  • The first on the battlefield is fresh, the second will be tortured and exhausted: It is important to be prepared first. The willingness and understanding of the market are important so that you can pan without having to play too much of a catch-up.
  • Put your will on the enemy and don't let the enemy impose you: Have a concrete plan and use a platform that you are already familiar with.
  • Water shapes its course according to the soil of nature, just like a soldier who works out his victory in relation to the enemy he is facing: Adapt your tactics to your platform. Do not force your agenda and have a two-way conversation. Don't treat every social media account the same.
  • Banners and flags for gongs and drums are a means to focus on a specific point: Conversations are easier to hear when their intent is focused on a single point.
  • The enemy may not come, but is ready when it does: Social listening plays a key role in understanding your target group and the influencing factors of your target group.
  • Speed ​​is the essence of war: Stay up to date and react to trends or market changes. It is important to adapt without losing your strategy.

Adapt, adapt, adapt

The most important tip? The battlefield is constantly changing and it is important to adapt. It is also important to use social media as a hearing aid to inform your strategies and know where to go next.

The big advantage: These strategies can be applied to any company and any market that tries to control the approach to social media. more specifically, how they should approach social listening and a general process of collecting and gaining different insights. Topics such as speed, flexibility, intention in your strategy and preparation are foresighted, relevant and timely, considering where we are today, but can certainly be merged into the future.

"As long as we are agile and can concentrate on our overall strategy, we see our success here," said Garfinkel.

In addition to being agile, Clark articulated the power of social listening. “Our target market is a very small group. We strive for a certain age group, college, not a college, as you call it – and we use social media and social listening to fuse our message and create loyalty not only in our market and among influencers. It's really about understanding what works best and who is there, who is there and how they react and use that information to make decisions about where to go next. "

Subscribe to our weekly newsletter to support more than 100,000 marketing colleagues who are expanding their skills and knowledge.


Please enter your comment!
Please enter your name here