How TikTok and Video Games Propel Australian Defence Recruitment to New Heights

In an unprecedented rise, the Australian Defence Force (ADF) has achieved its highest recruitment numbers in 15 years, largely driven by innovative advertising methods. By appealing directly to the younger demographic, using platforms like TikTok and video games, the ADF has reinvigorated interest among potential recruits.

The Surge in Numbers

The 2024-25 financial year saw the enlistment of 7,059 full-time personnel, a commendable feat given the competitive nature of recruitment seen in recent years. Yet, despite this remarkable inflow, the ADF fell short of its target by over 1,000 recruits. An astounding 75,000 individuals applied, yet less than 10% were ultimately successful, spotlighting the stringent and demanding standards of enlistment.

Challenges and Solutions

The journey wasn’t without its hurdles. Many applicants dropped out, often discouraged by the lengthy recruitment process or finding alternative employment opportunities. Matt Keogh, the Minister for Defence Personnel, acknowledged “teething problems” with recruitment partners but highlighted dramatic improvements through streamlining processes, especially in medical and psychological assessments.

The Power of Smart Advertising

Key to this surge has been a smart deployment of advertising strategies aimed at the youth, particularly those aged 17 to 24. “Our advertising now targets where young people spend their time—games and social media like TikTok,” Keogh explains. “This tactic not only reaches potential recruits but also their influencers such as parents and teachers.”

Global Efforts

Additionally, the ADF is casting a wider net, recruiting internationally. Though progress with the Five Eyes partners has been slow, efforts continue. The lateral recruitment program, focusing on overseas military personnel addressing critical skill shortages, also contributed, with 185 recruits last year.

Beyond Recruitment: Building Perception

Improving perceptions of the ADF is equally a focus, with ongoing responses to the royal commission into defence and veterans’ suicides. Recommendations for smoother transitions to civilian life for personnel are part of the broader initiative to make enlistment more attractive.

The government, committed to these recommendations, has shown that engaging with modern platforms is as crucial as any other strategy in today’s digital age. As reported in The Guardian, smart advertising and global outreach provide a blueprint for future recruitment triumphs.