thedrifter
07-04-06, 01:48 PM
July 10, 2006
Recruiting ads target Arab speakers
By Michelle Tan
Times staff writer
The Army is tapping into World Cup fever in its effort to recruit native Arabic speakers for translator jobs.
The service has launched an all-Arabic commercial that offers a $10,000 signing bonus. It is airing in the U.S. and Canada on Arabic Radio Television during the widely viewed soccer games. The commercials debuted June 6 and were to continue through July 9.
ART has about 200,000 subscribers, said Julie Curren, an Army spokeswoman.
“The Army looks for venues that will reach its target audience, just like any other advertiser,” Army spokeswoman Maj. Crystal Oliver wrote in an e-mail to Marine Corps Times. “In this case, we are looking for people with language skills. Many native and heritage communities within the U.S. have an interest in the World Cup, so it was a perfect fit.”
The target audience for the ads is people who qualify for the 09L, or translator aide, military occupational specialty. The Army recently offered Individual Ready Reserve translators in that MOS who are serving on active duty a $15,000 bonus if they switch to the active-duty Army for four years or longer by Sept. 30.
As of April 30, the Army had paid about $180 million in enlistment bonuses this fiscal year, said Lt. Col. Bryan Hilferty, a spokesman for the Army G-1. The Army expects to spend about $300 million on such bonuses this fiscal year.
Commanders in the field have reported that these translators — native speakers who are likely to enter the service with a higher level of proficiency in the language and cultural knowledge — have increased their effectiveness.
The idea for the commercial came from the Army’s 1st Recruiting Brigade at Fort Meade, Md. There is a 10-second spot and a 30-second spot. The 30-second version will air four times per game for a total of 260 showings. The 10-second spot will air 12 times a day for a total of 540 spots.
Curren said there are no other similar commercials planned, but there’s a “good chance there will be more in the near future.”
In May, the active-duty Army and Army National Guard met their recruiting goals, but the Army Reserve missed its mark for the third month in a row.
Army recruiters brought in 5,806 people in May, 108 percent of the goal of 5,400. This is the 12th straight month the active component has exceeded its monthly recruiting goals. The Army is at 104 percent of its year-to-date goal, having brought in 42,859 people. The goal, as of May, is 41,100; the annual goal is 80,000.
The Army National Guard, after missing its goal in April, came back strong in May with 6,738 recruits — 105 percent of its goal of 6,420. The Guard, which missed every monthly goal during fiscal 2005, is at 103 percent of its fiscal 2006 year-to-date goal. Recruiters have brought in 45,654 Guard recruits. The goal, as of May, was 44,245.
After a strong start at the beginning of the fiscal year, the Army Reserve has missed its recruiting goal for the third straight month, according to Army Recruiting Command, bringing in 2,809 people. That’s 3 percent shy of its goal of 2,892. However, the Reserve is still ahead of its year-to-date goal of 13,161. Recruiters have brought in 13,261 people, 101 percent of the year-to-date goal.
To boost recruiting even more, as the active component moves into its busiest recruiting months, the Army is offering cash bonuses to recruiters who exceed their monthly missions.
Recruiter Incentive Pay, which became effective June 13, “encourages and rewards monthly, consecutive and cumulative over- production,” according to Recruiting Command. Recruiters, who already receive $450 a month in special-duty assignment pay, can earn an extra $100 a month for exceeding the required write rate. At this time, the rate is 1.7, which means a recruiter qualifies for the extra cash if he recruits and signs two people a month. One of those two recruits must be a high school senior or graduate.
As the program develops, recruiters can earn more cash — one bonus is worth $5,000 — depending on how well they perform, according to Recruiting Command.
Bonus money will appear on the recruiter’s leave-and-earnings statement at the end of each quarter. Chaplain and medical recruiters will be paid annually, and medical recruiters must have a mission of at least five to qualify, according to the command
Ellie
Recruiting ads target Arab speakers
By Michelle Tan
Times staff writer
The Army is tapping into World Cup fever in its effort to recruit native Arabic speakers for translator jobs.
The service has launched an all-Arabic commercial that offers a $10,000 signing bonus. It is airing in the U.S. and Canada on Arabic Radio Television during the widely viewed soccer games. The commercials debuted June 6 and were to continue through July 9.
ART has about 200,000 subscribers, said Julie Curren, an Army spokeswoman.
“The Army looks for venues that will reach its target audience, just like any other advertiser,” Army spokeswoman Maj. Crystal Oliver wrote in an e-mail to Marine Corps Times. “In this case, we are looking for people with language skills. Many native and heritage communities within the U.S. have an interest in the World Cup, so it was a perfect fit.”
The target audience for the ads is people who qualify for the 09L, or translator aide, military occupational specialty. The Army recently offered Individual Ready Reserve translators in that MOS who are serving on active duty a $15,000 bonus if they switch to the active-duty Army for four years or longer by Sept. 30.
As of April 30, the Army had paid about $180 million in enlistment bonuses this fiscal year, said Lt. Col. Bryan Hilferty, a spokesman for the Army G-1. The Army expects to spend about $300 million on such bonuses this fiscal year.
Commanders in the field have reported that these translators — native speakers who are likely to enter the service with a higher level of proficiency in the language and cultural knowledge — have increased their effectiveness.
The idea for the commercial came from the Army’s 1st Recruiting Brigade at Fort Meade, Md. There is a 10-second spot and a 30-second spot. The 30-second version will air four times per game for a total of 260 showings. The 10-second spot will air 12 times a day for a total of 540 spots.
Curren said there are no other similar commercials planned, but there’s a “good chance there will be more in the near future.”
In May, the active-duty Army and Army National Guard met their recruiting goals, but the Army Reserve missed its mark for the third month in a row.
Army recruiters brought in 5,806 people in May, 108 percent of the goal of 5,400. This is the 12th straight month the active component has exceeded its monthly recruiting goals. The Army is at 104 percent of its year-to-date goal, having brought in 42,859 people. The goal, as of May, is 41,100; the annual goal is 80,000.
The Army National Guard, after missing its goal in April, came back strong in May with 6,738 recruits — 105 percent of its goal of 6,420. The Guard, which missed every monthly goal during fiscal 2005, is at 103 percent of its fiscal 2006 year-to-date goal. Recruiters have brought in 45,654 Guard recruits. The goal, as of May, was 44,245.
After a strong start at the beginning of the fiscal year, the Army Reserve has missed its recruiting goal for the third straight month, according to Army Recruiting Command, bringing in 2,809 people. That’s 3 percent shy of its goal of 2,892. However, the Reserve is still ahead of its year-to-date goal of 13,161. Recruiters have brought in 13,261 people, 101 percent of the year-to-date goal.
To boost recruiting even more, as the active component moves into its busiest recruiting months, the Army is offering cash bonuses to recruiters who exceed their monthly missions.
Recruiter Incentive Pay, which became effective June 13, “encourages and rewards monthly, consecutive and cumulative over- production,” according to Recruiting Command. Recruiters, who already receive $450 a month in special-duty assignment pay, can earn an extra $100 a month for exceeding the required write rate. At this time, the rate is 1.7, which means a recruiter qualifies for the extra cash if he recruits and signs two people a month. One of those two recruits must be a high school senior or graduate.
As the program develops, recruiters can earn more cash — one bonus is worth $5,000 — depending on how well they perform, according to Recruiting Command.
Bonus money will appear on the recruiter’s leave-and-earnings statement at the end of each quarter. Chaplain and medical recruiters will be paid annually, and medical recruiters must have a mission of at least five to qualify, according to the command
Ellie