Attracting Talent : Indian Army Has A Marketing Problem ?

The army has four main criteria for selection to the officer cadre – education, aptitude, medical & physical condition and moral character (read no criminal record). Aptitude and leadership traits are judged through proven psychological tests, where not many make the grade. A good engineer or manager does not necessarily make a good officer. Neither Indian Institutes of Management, Engineering and medical colleges, nor multinational apply such filters.

Marketing is an irrelevant metaphor to explain the military’s challenge in attracting talent, since even market-based organisations do no better. A McKinsey & Co let report, ‘War for Talent’ published in 2007, confirms the best MNCs are facing challenges in attracting and retaining top-quality talent, despite savvy marketing strategies. Every army to the world is facing talent crunch. Short wars in Iraq and Afghanistan have stretched US, UK and EU militaries to breaking point in attracting and retaining officer talent. The US is contacting 120 young people to enlist one soldier. The Australian military recently out sourced its information Chief’s job for better talent scouting.

Today’s knowledge-based youth seeks not just superior salaries, but the freedom to retain mobility in the career market. Its marriage dynamic demands an environment for husband-wife working opportunities. It also seeks a corporate culture which values people and does not treat them as disposable inventory or cannon fodder.

The challenge of the military is not of marketing with high pay scales, nor in selling adventure and excitement like tourism ads. The challenge lies in restructuring, to attract your officers to fill 11,000 vacancies. This is best done by expanding the infrastructure to train officers for short service, by accepting a marginally lower standard at entry and paying a truly rewarding retirement package after five years’ service. This must include not only a monetary but an additional educational package, in the form of assured entry into management, medical or technical colleges for a second career. The highest entry standards should be retained for permanent service officers who will hold higher ranks.

Lt. Gen (Retd) V.R. Raghavan