Christopher F. Schuetze and Tatiana Firsova
The German military badly needed new recruits. So it did what one would expect nowadays: It harnessed the power of social media to persuade young people to enlist. On official channels, officers were explaining jobs, equipment and training missions. Soldiers were showing off uniforms, gear and housing, or explaining how to properly apply camouflage makeup.
Then there were the more organic social media posts, usually by young recruits. These showed soldiers in workout videos, dance routines, with guns and in front of heavy military machinery. That social media outreach, showing what life can be like in the military and what opportunities and adventures it can bring, appears to have helped in attracting Gen Z recruits.
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