Nationwide, Army recruitment rates increased by 11%, which officials said allowed the branch to meet its recruiting mission for active duty and reserve soldiers for the year.
“I was proud to support the G.I. Bill for the 21st Century when it passed Congress last year,” Rep. Adam Schiff said in a statement. “But while this benefit helps our veterans continue their education, I believe the primary reason why people enlist — especially at time of war — is a profound desire to serve the nation.”
Still, officials acknowledged a historic correlation between military recruiting and a down economy, but pointed to an aggressive outreach campaign as driving the increased enlistments.
“About a year ago, L.A. was not doing well across the board,” said Lt. Col. Somport Jongwatana. “We probably ranked 38 of 38 of the battalions within the state.”
To combat the low recruitment rates, the Army rolled out a major grass-roots campaign reaching out to celebrities, elected officials and other local figures to help educate local youth on the benefits the Army offers, he said.
“We wanted to make sure they understand what the Army offers in terms of education, benefits,” Jongwatana said. “In order for us to be successful, we’ve got to reach out to local leaders, and local leaders have to do their job to make sure young men and women understand what the Army is offering.”
Army recruiters also visit Glendale Unified School District high schools, where each military branch is limited to two visits per school per month, and Glendale Community College.
