The following overview examines the future of the Department of Defenseís (DOD) efforts to use the Internet for recruiting.  Although the DOD has developed extensive Websites for Internet recruiting, it is not meeting its overall recruiting goals.  This project submits that parents and educators as opinion leaders in the recruiting process are not receiving sufficient attention in DOD Internet initiatives.  The Diffusion of Innovations and Two-step Flow theories provide the foundation for this exploration of recommendations to the DOD in this area.   Although further efforts at recruiting through the Internet may not solve the DODís recruiting challenges, if the DOD fails to include the role of opinion leaders in fostering the acceptability of military careers among American youth, Internet marketing may not be fully successful.
 
Back
Forward
Home