Defence Forces do battle on social media to address gender imbalance

Defence Forces do battle on social media to address gender imbalance
The Defence Forces have invested 20,000 in a campaign to attract more women recruits Picture: Irish Defence Forces

Facebook, Snapchat and Instagram all being used in drive

The rise of social media is driving the Defence Forces to up their game when it comes to online marketing.

Armed with a 2015 government white paper which set targets to increase the involvement of women in the Defence Forces from 6 per cent to 12 per cent, they have directed a €20,000 budget towards female recruitment, using social media channels, digital advertisements and the introduction of specific information programmes for women.

Early results suggest the strategy is paying...

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