Jun 2008 - Playing the Recruiting Game

Oxford UK, 12 June 2008 -- As part of their "Digital Generation Initiative", workplace experts Career Innovation announce the release of a case study that explores how the US Army use online video games and simulations of the work environment as a way to attract and recruit.

Released on July 4, 2002, America’s Army (AA), which is free to players, is believed to be the first computer game designed explicitly for recruiting, which is critical to the success and long-term viability of the US Army which needs to recruit about 80,000 people a year to keep pace with the 20% annual turnover rate. The quality of the Army’s capabilities and performance depends on a consistent, high quality recruiting effort.

Research has shown that young people’s opinions about organizations and decisions about careers are formulated from age 13 to 17. The Army needed to engage people much earlier in their teens to convince them to consider a military career rather than waiting until individuals were old enough to join at 18. Trends in electronic home computing and game technology made the concept of developing a computer game to support recruiting to this group feasible and building an online community would be a vital part of establishing its brand with the Digital Generation.

One attribute that distinguishes AA from other types of interactive media designed for recruiting is its combination of attraction and interest building with skill and aptitude development and measurement. Just like real soldiers, players must perform training and demonstrate competence to earn the chance to engage in the most exciting parts of being a soldier.

As of November 2007, AA had over 8.8 million registered accounts (worldwide), 120,000 hours of play occurred each day and a survey by the Army showed that 29% of all young American adults aged 16 – 24 had had some contact with the game in the previous six months. Furthermore, whilst the Army doesn’t know exactly how many recruits have joined the Army because of the game, enlistment quotas have been met in every year since the game’s release. The Army has also found that kids who participate in the game tournaments at their recruiting events and who regularly play AA are 40% more likely to be interested in the Army as a career goal.

According to Colonel Casey Wardynski, Director of the Economic and Manpower Analysis Office, U.S. Army "Training in the AA game is frequently the same as what’s actually provided to soldiers in the Army. The training experience builds real-world competencies as well as virtual ones."

The following conclusions can be drawn from the study. Firstly, the recruiting story to the Digital Generation must be engaging and authentic. Employers will have to adopt a much more open and transparent approach to communicating information and allowing contact with employees than is currently the norm. Secondly, the Digital Generation will expect to be able to virtually explore and even “test drive” jobs and organizations. The Army’s experience shows the potential and importance of virtual tools and capabilities in shaping the brand image of employers. Thirdly, games and simulations can play a role in preparing new hires for the job. The Army’s experience shows that game playing and simulations can be used to help new recruits perform better by allowing them to experience training and Army life. And finally, employers should treat investments in games and simulations as a platform to support a wide range of recruiting, learning and performance development activities and goals. Virtual simulators are cheaper than real ones in many instances.

Download the case study here.


About America’s Army – www.americasarmy.com

Launched in July 2002 the America's Army game, which is rated "T" for Teen by the ESRB, has become one of the most popular computer games in the world. America's Army has penetrated contemporary culture and is one of the most recognizable game brands as a result of its unique inside perspective of the U.S. Army and its exciting gameplay. In the America's Army game, players are bound by Rules of Engagement (ROE) and grow in experience as they navigate challenges in teamwork-based, multiplayer, force versus force operations. In the game, as in the Army, accomplishing missions requires a team effort and adherence to the seven Army Core Values. Through its emphasis on team play, the game demonstrates these values of loyalty, duty, respect, selfless service, honor, integrity and personal courage and makes them integral to success in America's Army.


About Career Innovation – www.careerinnovation.com

Career Innovation (Ci) is a workplace innovation ‘lab’ whose strategic research and practical career tools help increase levels of performance, engagement and inspiration in workplaces around the world. Ci is based in Oxford UK and is funded by some of the world’s leading employers including Marriott International, GlaxoSmithKline, and Boeing, as well as charities such as Cancer Research UK. "Our vision is to see people living more fulfilled lives, and making a greater contribution to their workplace and community. Using the latest technology, we conduct research to understand what motivates people around the world. Then we help organisations to create inspiring work, and individuals to navigate their career."


For media information:

Career Innovation
Paul Townsend
+44(0)1865 202 123