The Christian Science Monitor

Uncle Sam on Instagram: How Army adapts recruiting pitch for Gen Z

Arleth Aguilar had mulled the idea of joining the military for several years by the time her half-brother enlisted in the Army earlier this spring. He sent her a link to his recruiter’s Instagram profile page, and there she saw the Army’s sales pitch delivered through memes featuring pugs, Rihanna, and Spider-Man.

The unexpected humor intrigued her enough to begin trading messages with the recruiter, Sgt. 1st Class Dario Franco. For Ms. Aguilar, who lacked phone service at the time, the ability to ask questions via the social media platform proved essential in helping her reach a decision. She signed up a few weeks ago and will report to basic training after graduating high school in June.

“Social media has a big impact on my life, and I think having that as a way of communication makes it a little more comfortable to talk to people,” Ms. Aguilar says. The informal tone of Mr.

A digital learning curveBelonging to a larger cause

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