Australia has reached its highest level of recruitment into the Armed Forces in 15 years, largely thanks to targeted advertising on TikTok and in online games, writes SCMP.
Defence Personnel Minister Matt Keogh explained that such "smart" digital campaigns were aimed at the age groups most interested in a military career. In addition, the advertising was targeted at key influencers — parents and teachers, which also helped to attract young people.
More than 7,000 full-time military personnel were recruited to the Australian Defence Force in the 2024-25 financial year, the highest number since 2009-10. The number of applications for enlistment rose to more than 75,000, a five-year high and a 28% increase on the previous year. The average age of recruits is 23.
The increase in applications is partly due to the broadening of the entry criteria. Previously, conditions such as acne could be a barrier to entry, but the requirements have now been adapted to more than 300 military specialties. For example, cybersecurity workers working in Australia have less stringent requirements than infantrymen who may be deployed overseas.
Expanding access to housing and rental assistance programs for military personnel has also helped attract new recruits. Those who remain in service receive a bonus of A$40,000, which has helped reduce the attrition rate to 7.9%. The total number of permanent personnel has increased to more than 61,000.
The Canberra government plans to increase the number of permanent military personnel to 69,000 by the early 2030s. Defense Minister Richard Marles stressed the importance of maintaining and developing the defense forces to protect the country's strategic interests.