U.S Army Enlisted Recruiting and Digital Content Marketing Effects

Examine the consumer journey of enlisting in the U.S. Army through the eyes of recruits and recruiters with a focus on the use of paid, owned, and earned digital content marketing effects. The study aims to understand how recruits consumer and process information with regards to decision-making for the "purchase" to join the Army through in-depth interviews that follow the recruits' consumer journeys. This project should provide the Army Recruiting Command and academia with a fresh analysis of how digital content marketing is used and effects job-seeking decision making for signing a lengthy (3-6 years) contract to be an employee of an well-known organizations. Further, it provides co-orientation analysis of how recruits and recruiters both used and experienced digital content marketing efforts.