Marine talent magnet

Marine leadership invites social media influencers to a workshop in an unusual format with external support.

Last week, for the first time, naval personnel were invited to a workshop at the Rostock Naval Command to dedicate their free time to maritime content on social media, create content free of charge and thus publicise the naval world. This way, not only members but also potential new recruits are informed about the individual diversity of the navy.

Photo: Daniel Angres

The Inspector of the Navy, Vice Admiral Jan Kaack, expressed his sincere thanks to the participants, but emphasised that a difficult time lay ahead. Against the backdrop of long absences and the current foreign policy situation in Europe, it is becoming increasingly difficult to get Generation Z interested in voluntary service in the Navy and to recruit personnel for the service.

The aim of the workshop was to develop a strategy to get young people interested in the navy through social networks. The core of the event was the advice provided by Swiss lecturer Kilian D. Grütter. As an external consultant, he provided participants with new opportunities for storytelling and community management in order to make the use of social media even more professional. In addition, the new directive of the Federal Ministry of Defence for the Bundeswehr's social media presence was discussed and debated in a very emotional debate. A supplementary part of this workshop was the career counselling as a demand deck. Captain Pape, head of career counselling in the new federal states, discussed the perspective of personnel recruitment and the difficult situation faced in competition with the civilian economy.

Photo: Daniel Angres

The use of social media is not new territory for the Bundeswehr. Interesting and elaborately produced YouTube series and other formats have already aroused interest and curiosity in the navy in the past.

So why not continue to network during the workshop, develop ideas, establish co-operations, with the intention of making our navy even better known as the most attractive branch of the armed forces through the medium of social media.

Cost-neutral recruiting with smartphones and Instagram.
From the navy for the navy.

Text and photos: Daniel Angres