Finding and signing up new recruits for the Army is a tough job, one made harder in a digital age. Young people are less likely to get their information about the military from an in-person briefing or a pamphlet handed out in a shopping mall, and much more likely to find that information on social media.
Staff Sgt. Victoria Ortiz dove into the medium and found a way to connect with young people authentically, to help them find a career path in the Army and make sure that they are taken care of. "Social media has allowed me to connect with prospects I may never have reached through traditional recruiting methods," Ortiz said in an Army press release.
The key principle for recruiting online for her was, "to lead with authenticity," she said. "Consistent, honest communication builds trust, drives engagement and ultimately strengthens recruiting outcomes."
The parents of the recruits especially appreciate her hands-on personal touch to recruiting. "Staff Sgt. Ortiz was a blessing in disguise," explainedJason Smith Sr., who is the father of one of her recruits. "You hear a lot of horror stories about recruiters, but she really wanted to make sure that she was doing right by him. She needs to be cloned."
This month, Ortiz will be recognized as for being one of the top military recruiters for the fiscal year of 2025. "When people feel valued from the start, they carry that same commitment forward and lead with care in return," Ortiz said about her approach to recruiting.