| By: |
Douglas Yeung;
Brian Gifford |
| Abstract: |
How do potential recruits decide to enlist in the military? What information
do they seek on which to base career decisions? The Internet increasingly
provides a medium for advertising and communication with recruiters and other
potential recruits. The authors explored the influence of online communication
on enlistment decision-making. Analysis of recent Army new recruit surveys
showed that a sizeable proportion of recruits have encountered Army
advertising or sought recruiting information online. They also examined online
discussion forums Ð in which soldiers and prospective soldiers ask questions,
trade insights, and vent frustrations Ð for postings indicating information
seeking for enlistment decision-making. Potential recruits were most
interested in recruiting processes and what to expect from a military
lifestyle, seeking opinions and details on job functions, duty stations, and
benefits. These findings suggest that potential recruits may seek information
online when unable or unwilling to find it from military websites or talking
to recruiters. |
| Keywords: |
recruiting, enlistment, information seeking, online, Internet, decision-making |
| Date: |
2009–08 |
| URL: |
http://d.repec.org/n?u=RePEc:ran:wpaper:694&r=ict |