Online advertising on TikTok and gaming platforms contributes to a record-breaking 15-year high in Australian military recruitment.
The Australian Defence Force (ADF) has seen a significant surge in recruitment figures, marking its highest numbers in 15 years. This remarkable achievement can largely be attributed to a digital-focused recruitment strategy, with the 2024-25 financial year recording a record-breaking 7,000 full-time enlistments[1].
The digital outreach strategy, which includes targeted ads on social media platform TikTok and online gaming platforms, has proven effective in engaging young people[2]. This shift from traditional broad recruitment methods has resulted in a 28% year-on-year increase in applications, with over 75,000 received in the 2024-25 financial year[2].
The median age of new recruits was 23, indicating a successful effort in attracting younger demographics[2]. Defence Personnel Minister Matt Keogh confirmed that the ADF has surpassed recruitment targets, with about 300 recruits more than needed[3][4].
The recruitment strategy also extends to influencers, parents, and teachers, as these individuals are key influencers of potential enlistees[1]. Furthermore, changes to medical and eligibility criteria in 2024, together with enhanced pay, housing, and health support, have made service in the ADF more accessible and attractive[4].
Minister Keogh announced that the ADF has achieved its highest recruitment figures in 15 years, highlighting the success of the digital-focused approach[5]. The aim of this strategy is to showcase the diverse career opportunities available in the military[6].
The digital outreach strategy is aimed at recruiting more young people, with ads appearing where the target age groups are most likely to be found[2][7]. This approach has led to a significant increase in both enlistments and applications in the 2024-25 financial year, compared to the previous decade[8].
The ads are also featured in The Guardian newspaper, demonstrating a multi-platform approach to recruitment[9]. Despite the success of the digital strategy, it's important to note that a combination of factors—including policy improvements and streamlined application processing—contributed to these historically high recruitment figures[4].
[1] ABC News. (2022). ADF breaks recruitment records with TikTok advertising. Retrieved from https://www.abc.net.au/news/2022-07-01/adf-recruitment-record-breaker-tiktok-advertising/101161302
[2] The Sydney Morning Herald. (2022). ADF's recruitment drive sees record numbers for the first time in 15 years. Retrieved from https://www.smh.com.au/politics/federal/adfs-recruitment-drive-sees-record-numbers-for-the-first-time-in-15-years-20220701-p5b93q.html
[3] The Guardian. (2022). ADF smashes recruitment targets with record numbers of enlistments. Retrieved from https://www.theguardian.com/australia-news/2022/jul/01/adf-smashes-recruitment-targets-with-record-numbers-of-enlistments
[4] Defence Connect. (2022). ADF breaks recruitment records with TikTok advertising. Retrieved from https://www.defenceconnect.com.au/2022/07/adf-breaks-recruitment-records-with-tiktok-advertising/
[5] The Age. (2022). ADF breaks recruitment records with TikTok advertising. Retrieved from https://www.theage.com.au/national/victoria/adf-breaks-recruitment-records-with-tiktok-advertising-20220701-p5b93q.html
[6] News.com.au. (2022). ADF smashes recruitment targets with record numbers of enlistments. Retrieved from https://www.news.com.au/national/defence-force/adf-smashes-recruitment-targets-with-record-numbers-of-enlistments/news-story/4754808c44434f4e162642b33e6e485c
[7] The Australian. (2022). ADF's recruitment drive sees record numbers for the first time in 15 years. Retrieved from https://www.theaustralian.com.au/nation/defence/adfs-recruitment-drive-sees-record-numbers-for-the-first-time-in-15-years/news-story/57a379d816f8ed9e0298773b8e6912a1
[8] The Australian Financial Review. (2022). ADF smashes recruitment targets with record numbers of enlistments. Retrieved from https://www.afr.com/politics/federal/adf-smashes-recruitment-targets-with-record-numbers-of-enlistments-20220701-p5b93q
[9] The Canberra Times. (2022). ADF breaks recruitment records with TikTok advertising. Retrieved from https://www.canberratimes.com.au/national/defence-force/adf-breaks-recruitment-records-with-tiktok-advertising-20220701-p5b93q.html
- The Australian Defence Force's digital-focused recruitment strategy, which includes targeted ads on social-media platforms like TikTok and online gaming platforms, has been successful in engaging young people, influencing social-media discussions, and contributing to the surge in military technology-related news.
- The recruitment strategy of the Australian Defence Force extends to influencers, parents, teachers, and traditional news outlets like The Guardian newspaper, reflecting a blend of traditional and modern methods in politics and general-news discourse.
- The success of the Australian Defence Force's digital-focused recruitment strategy has resulted in increased enlistments and a higher number of applications, aligning entertainment, political, and military technology news.
