Military recruitment
Between 1915 and 1918, 42% of all army recruitment posters were themed primarily by patriotism. And though other themes – such as adventure and greater social status – would play an increased role during World War II recruitment, appeals to serve one's country remained the dominant selling point.

Recruitment without conscription: In the aftermath of World War II military recruitment shifted significantly. With no war calling men and women to duty, the United States refocused its recruitment efforts to present the military as a career option, and as a means of achieving a higher education. A majority – 55% – of all recruitment posters would serve this end. And though peacetime would not last, factors such as the move to an all-volunteer military would ultimately keep career-oriented recruitment efforts in place. The Defense Department turned to television syndication as a recruiting aid from 1957 to 1960 with a filmed show, Country Style, USA.
On February 20, 1970, the President's Commission on an All-Volunteer Armed Force unanimously agreed that the United States would be best served by an all-volunteer military. In supporting this recommendation, the committee noted that recruitment efforts would have to be intensified, as new enlistees would need to be convinced rather than conscripted. Much like the post-World War II era, these new campaigns put a stronger emphasis on job opportunity. As such, the committee recommended "improved basic compensation and conditions of service, proficiency pay, and accelerated promotions for the highly skilled to make military career opportunities more attractive." These new directives were to be combined with "an intensive recruiting effort." Finalized in mid-1973, the recruitment of a "professional" military was met with success. In 1975 and 1976, military enlistments exceeded expectations, with over 365,000 men and women entering the military. Though this may, in part, have been the result of a lack of civilian jobs during the recession, it nevertheless stands to underline the ways in which recruiting efforts responded to the circumstances of the time.
Indeed, recommendations made by the President's Commission continue to work in present-day recruitment efforts. Understanding the need for greater individual incentive, the US military has re-packaged the benefits of the GI Bill. Though originally intended as compensation for service, the bill is now seen as a recruiting tool. Today, the GI Bill is "no longer a reward for service rendered, but an inducement to serve and has become a significant part of recruiter's pitches."
While uniformed military recruiters screen and process recruits into the military, advertising agencies design and implement military recruitment strategy, campaigns, and advertisements: As of fiscal year 2020, Young & Rubicam was in charge of this for the Navy, Wunderman Thompson for the Marine Corps, DBB Chicago for the Army, and GSD&M for the Air Force.

Recruiting methods: Recruitment can be conducted over the telephone with organized lists, through email campaigns and from face to face prospecting. While telephone prospecting is the most efficient, face to face prospecting is the most effective. Military recruiters often set up booths at amusement parks, sports stadiums and other attractions. In recent years social media has been more commonly used.

Controversy: 

See also: 

Related military articles: Military service
Women in the military
Children in the military
LGBT people and military service
Transgender people and military service
Conscription
Impressment
Counter-recruitment
Recruit training
Military science

Recruitment methods and campaigns: 

United States: Conscription in the United States
America's Army (recruitment game)
Slogans of the United States Army

Other states: UK: Be All You Can Be
Canada First Defence Strategy

References: 

Further reading: 
Manigart, Philippe.
"Risks and Recruitment in Postmodern Armed Forces: The Case of Belgium."
Armed Forces & Society, Jul 2005; vol. 31: pp. 559–582.

http://afs.sagepub.com/cgi/content/abstract/31/4/559
Dandeker, Christopher and Alan Strachan.
"Soldier Recruitment to the British Army: a Spatial and Social Methodology for Analysis and Monitoring."
Armed Forces & Society, Jan 1993; vol. 19: pp. 279–290.

http://afs.sagepub.com/cgi/content/abstract/19/2/279
Snyder, William P.
"Officer Recruitment for the All-Volunteer Force: Trends and Prospects."
Armed Forces & Society, Apr 1984; vol. 10: pp. 401–425.

http://afs.sagepub.com/cgi/content/abstract/10/3/401
Griffith, James.
"Institutional Motives for Serving in the U.S. Army National Guard: Implications for Recruitment, Retention, and Readiness."
Armed Forces & Society, Jan 2008; vol. 34: pp. 230–258.

http://afs.sagepub.com/cgi/content/abstract/34/2/230
Fitzgerald, John A.
"Changing Patterns of Officer Recruitment at the U.S. Naval Academy."
Armed Forces & Society, Oct 1981; vol. 8: pp. 111–128.

http://afs.sagepub.com/cgi/reprint/8/1/111
Eighmey, John.
"Why Do Youth Enlist?: Identification of Underlying Themes."
Armed Forces & Society, Jan 2006; vol. 32: pp. 307–328.

http://afs.sagepub.com/cgi/content/abstract/32/2/307