Defence Forces do battle on social media to address gender imbalance

Facebook, Snapchat and Instagram all being used in drive

31st July, 2016
The Defence Forces have invested 20,000 in a campaign to attract more women recruits Picture: Irish Defence Forces

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...

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