Army hits recruitment target thanks to eye-catching adverts aimed at millennials

The Army has hit recruitment targets for the first time in decades thanks to ads targeting snowflakes.

More than 100,000 have applied to join up since April – an increase of 5% on last year.

Military partner agency Capita says it expects to reach its annual required target of 9,404 recruits by the end of March.

It follows an eye-catching recruitment campaign in which top brass called out to ‘me me me Millennials’, ‘class clowns’, ‘binge gamers’, ‘phone zombies’, ‘snowflakes’ and ‘selfie addicts’ in Your Army Needs You posters.

The promo suggested the Army could use their skills. Old-fashioned recruiting sergeants were brought back to sign up wannabes.

Old-fashioned ‘recruiting sergeants’ were brought back to sign up wannabes and act as role models.

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The application process has been made more efficient, Army chiefs have adopted a more flexible approach to how candidates are assessed and less rigid medical standards on asthma and eczema were applied.

A new app was introduced to help applicants and IT glitches were fixed.

Former Army Sergeant Tony Marsh said: “For years they have failed and now they claim they have nailed more than 9,000 recruits in 12 months.

“This is some rabbit to pull out of the hat. I hope it is true but I suspect this is people applying and from experience for every 10 that apply eight drop out.’’

Last year numbers were down to 75,000 – 7,500 below requirements.

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