The U.S. Army recently changed its slogan from “Be All That You Can Be” to “Army of One.” It is part of the military unit’s strategy to attract a diverse workforce in order to achieve recruitment goals. The Army has fallen short of its recruitment goals for three of the last five years. The following are strategies specific to achieving diversity in order to meet recruitment goals.

1. Include the insights of ethnic minority-owned advertisement companies.

2. Put into practice the top brass’ philosophy that tapping into people from all different walks of life will result in the most well-trained soldiers.

3. Understand that attracting volunteers of color first requires a commitment to understanding what is relevant to them.

4. Study the values of ethnic minority groups uniquely to understand what is needed to develop the most attractive advertisements.

5. Once you understand what is needed to attract volunteers of color, include those ideas in the advertisements that target them.

6. Understand how the military is valued differently from group to group. Many Latino immigrants from South America, for example, come from countries run by a military regime which has a negative association as a result.

7. Use innovative strategies to bring the different groups’ attention to the advertisement. A soccer game or a Jazz concert may be more productive than the traditional football game advertisement.

8. Recognize that some cultures are more collective than others. The result is that the advertisement needs to include the relevant perspective. Focusing on “We” instead of “I” in Latino-focused advertisements may prove more effective.

9. Do the homework needed to make certain that you are getting the best advertisement company talent for your money. Many companies that market as a minority-owed enterprise are merely a front and do not have the talent professed. Make certain that you are getting people of color who are in charge and directly working on the product. This will increase the likelihood that the research and conclusions the advertisements are based on have the insights of members of the groups.

10. Be very clear about the kind of recruit you want. Attracting just any member of any group to the military will not pay off more than attracting those who will most likely fit in and contribute highest.