Banner Icon could not be loaded.


Marine Corps Recruiting Command

Marine Corps Base Quantico, Va.

3280 Russell Road, 2nd Floor Quantico, Va. 22134
Unit News
Social Media

By Cpl. Mike Wick | 12th Marine Corps District | January 07, 2014

San Diego --

The top six social media websites have a combined total of 2.588 billion users.  Facebook accounts for almost half of them, with a total of 1.2 billion users, acquired over only a short eight years.  There’s no doubt social media connects millions of individuals with each other, as well as plenty of goods and services every minute of every day, but it bears an even more significant impact worldwide going well beyond just personal profiles.

Facebook recently added Kosovo as a location users and businesses can check into.  Obviously, Facebook cannot legally recognize a country, especially one that has been in existence for 5 years, but the influence Facebook bears on the world has actually unofficially legitimized the country and almost single handedly improved its economy with something as simple as a keystroke.

With its grip on the world, it’s a wonder how Marine Corps recruiting has yet to truly and effectively leverage social media to its advantage and manipulate such a powerful tool to locate and close with potential applicants.

“Our market lies within social media,” says GySgt. Daniel Evans, training team social media director. “Every day more people get online through social media, and more landlines are disappearing.  It’s important for us to adjust fire to continue the sustainability of the force and recruiting goals, and find the high quality individuals we have a reputation of recruiting.”

Evans is in the process of revamping the social media campaign for 12th Marine Corps District.  Through the training he provides at the recruiting substations, he shows recruiters how to capitalize on opportunities often lost.  There are many opportunities that lie within social media, the problem is recognizing and exploiting the opportunity.

One opportunity, which recruiters often don’t capitalize on, is creating authentic content.  These types of posts relate much more to the surrounding community.

“A picture tagged with eight poolees in it got 47 likes, which shares the Marine Corps message to the news feeds of the friends of those 47 people,” said Evans. “This only helps create awareness that there’s a Marine Corps recruiting office in their area, possibly sparking more interest on joining.”

Before and after pictures are another great way for people of the community to see what the Marine Corps does.

“It shows people who are engaged with the page we really do care about the people we bring in,” he said. “They are the people who saw the Marine at the grocery store or around town, and they can see those changes.”

Evans also pointed out the authentic content generated at the RSS level shows recruiters don’t only care about the number of people they bring in.

“Basically, the content generated at the RSS level containing the recruiters daily activities shows the people of America we really do care about them, not just as Marines, but people,” said Evans. “It definitely shows and creates a paradigm of authenticity of our brand, the Marine Corps.”

The easiest way to produce this content is simply by capturing the moment with a cell phone.

“Recruiters are issued government cell phones with a camera,” he said. “They are going to have the ability to upload directly to their RSS page. They will continue to get credit for the hard work they do. Taking a minute to post those photos will go a long way.”

Recruiters can do more than post a few photos to further use social media to their advantage. Recruiters often times have trouble with the Recruiter Supplied Names they receive from high schools and the information doesn’t take them where they want it to go.  Using the salesmanship skills they were are taught in recruiter school, they can contact those who are interested through Facebook and entice them through a textual conversation.

By copying and pasting an e-mail address from a lead sheet into the Facebook search, recruiters can directly contact the individual.

Be warned though, according to Marine Corps Order 5728.1A, cold-contacting a prospective applicant can only be done through the RSS page, not a recruiter’s personal page.  This is important because the individual feels more comfortable, and doesn’t feel like a stranger is reaching out to them.

“The benefit to this is it narrows the search down to one profile, this helps with the RSN problem,” said Evans. “I would always suggest a face-to-face interaction first, but this is a great way to solve the problem.”

When those prospective applicants do come into the recruiting office, suggest they check-in to the recruiting office over Facebook, he continued.

“If the average applicant has 300 friends, there’s 300 people who are now aware there is a Marine Corps recruiting office in their community,” he said.

Another problem social media tackles is attrition.

“The poolee now has more pressure to follow through on his or her commitment,” said Evans. “In the event they don’t, so many people saw photos of them, and it would be almost taboo to back out of it.”

Evans also left recruiters a few tips to take their social media experience even further.

-          Update employment information on your personal profile, and set it to public.  It creates a LinkedIn experience, and if someone tries to contact you, it looks legitimate.

-          Have a meeting in the morning and talk about where everyone is going and what they are doing for the day.  This way they can see opportunities to capitalize on their regular plans set forth by their staff noncommissioned officer in charge.

-          Invite people to review the performance of you and your RSS on Facebook.  This is especially helpful for parents who are hesitant to believe a recruiter.  They can look at the input and shape their beliefs based on those reviews.

For more information on social media guidance, refer to the social media handbook at and MARADMIN 181/10.

Are you using social media effectively?  What are some of the things you tried that seem to work well in your RSS?  Do you have any ideas you want to try and think they might work?  Any questions or concerns about social media?  Share your thoughts in the comment section below to connect with other recruiters and the training team.

No Comments

Add Comment

  Post Comment
Unit News Archive
April 2014 (3)
March 2014 (2)
February 2014 (3)
January 2014 (8)
December 2013 (2)
November 2013 (3)
October 2013 (4)
September 2013 (3)
July 2013 (2)
June 2013 (3)
May 2013 (8)
April 2013 (5)
March 2013 (3)
February 2013 (2)
January 2013 (3)
December 2012 (2)
November 2012 (4)
October 2012 (1)
September 2012 (2)
August 2012 (3)
July 2012 (3)
June 2012 (2)
May 2012 (4)
April 2012 (3)
March 2012 (3)
February 2012 (4)
January 2012 (4)
December 2011 (1)
November 2011 (3)
October 2011 (1)
September 2011 (5)
August 2011 (5)
July 2011 (7)
June 2011 (13)
May 2011 (6)
April 2011 (4)
March 2011 (7)
February 2011 (4)
January 2011 (7)
December 2010 (5)
November 2010 (2)
October 2010 (6)
September 2010 (1)
August 2010 (1)
July 2010 (2)
March 2010 (1)
January 2010 (1)
September 2009 (1)
June 2009 (2)
March 2009 (2)
February 2009 (1)
November 2008 (1)
September 2008 (1)
March 2008 (6)
February 2008 (11)
January 2008 (16)
December 2007 (6)
November 2007 (64)
October 2007 (20)
September 2007 (24)
August 2007 (21)
July 2007 (11)
June 2007 (4)
May 2007 (12)
March 2007 (8)
February 2007 (1)
January 2007 (2)
December 2006 (3)
October 2006 (3)
September 2006 (5)
August 2006 (5)
July 2006 (3)
June 2006 (3)
May 2006 (10)
April 2006 (5)
March 2006 (7)
February 2006 (16)
January 2006 (7)
December 2005 (17)
November 2005 (8)
October 2005 (11)
September 2005 (14)
August 2005 (10)
July 2005 (6)
June 2005 (9)
May 2005 (19)
April 2005 (12)
March 2005 (3)
February 2005 (1)
January 2005 (2)
December 2004 (1)
November 2004 (3)
October 2004 (9)
September 2004 (14)
August 2004 (7)
July 2004 (10)
June 2004 (15)
May 2004 (19)
April 2004 (15)
March 2004 (12)
February 2004 (21)
January 2004 (25)
December 2003 (12)
November 2003 (9)
October 2003 (1)
September 2003 (23)
August 2003 (12)
July 2003 (16)
June 2003 (19)
May 2003 (10)
April 2003 (15)
February 2003 (19)
January 2003 (13)
December 2002 (8)
November 2002 (15)
October 2002 (6)
September 2002 (9)
August 2002 (24)
July 2002 (14)
June 2002 (7)
May 2002 (8)
April 2002 (2)
March 2002 (1)
February 2002 (1)
January 2002 (1)
December 2001 (7)
November 2001 (9)
August 2001 (1)
July 2001 (2)
June 2001 (1)
May 2001 (4)
April 2001 (6)
March 2001 (5)
February 2001 (4)
January 2001 (1)
December 2000 (1)
November 2000 (2)
September 2000 (1)
August 2000 (1)
June 2000 (2)
March 2000 (1)