The German Armed Forces After the Ukraine War: Doubling Recruitment Advertising Expenses Amid Wartime Talent Competition and Shifting Public Opinion

Introduction: Why "Advertising" Has Come to the Forefront

The recruitment advertising budget of the Bundeswehr (German Federal Armed Forces) has visibly expanded in recent years. According to various distribution companies, recruitment-related "Nachwuchswerbung" (youth and talent acquisition advertising) is expected to grow from 35.2 million euros in 2022 to 58 million euros in 2025, and further to 70.5 million euros in 2026.regionalHeute.de

This "increase route" became even clearer during the deliberations preceding the approval of the 2025 federal budget (September 17, 2025). At the budget committee stage, a revision was announced to increase the initial proposal from 58 million euros to 65.9 million euros, and subsequently, the 2025 defense budget (so-called Einzelplan 14) was approved in the Bundestag plenary session.Deutscher Bundestag

Background: Amidst the Expansion of "Defense Budget"

The increase in advertising expenses aligns with the overall expansion of the defense budget. The regular budget under the jurisdiction of the Ministry of Defense for 2025 is approximately 62.3 billion euros. Additionally, about 24 billion euros from the special fund (Sondervermögen) is allocated, bringing the total to over 86 billion euros. This aims to enhance both the "quantity and quality" for the restructuring of equipment, personnel, and organization.Ministry of Defense

Of course, advertising expenses are only a part of this enormous "pie." But why "advertising" now? A rational answer to this question lies in the reality of a tightening labor market, including the private sector, and the diversification of necessary skills due to the increasing complexity of missions. Reports emphasize the "intensification of recruitment competition" and the "acquisition of qualified personnel."Tixio

What to Convey: The Evolution of Campaigns

The Bundeswehr's recruitment publicity has shifted from the traditional focus on TV and posters to social media, video series, and job-specific storytelling. In 2023, a "cross-media" image campaign was also launched, employing a visual approach to convey the meaning and expertise of military service. While there is criticism that this is "beautification," it is a fact that efforts continue to convey "what is involved and what skills are needed."World Socialist Web Site

Is Recruitment Advertising Effective? A Proposal for Evaluation Criteria

The effectiveness of advertising should be measured by "outcomes" rather than "budget items." Specifically,

• Number of applications and hiring decision rate (especially for specialized roles such as medical, cyber, and engineering)

• Retention rate after enlistment (attrition trends over 3 and 5 years)

• Diversity indicators such as the application ratio of women and those with immigrant backgrounds

• Ratio of favorable mentions and incidents on organic search and social media

• Understanding and empathy levels of the creative content (qualitative surveys)

Publishing these annually and making the results of campaign A/B tests transparent (as much as possible) should create a healthy connection with public opinion.

Reactions on Social Media: "Necessary Investment" or "Leaky Bucket"?

The spread of news itself is mechanically propagated by news accounts on X (formerly Twitter). For example, headlines like "Werbeausgaben für Bundeswehr… (Doubling of Advertising Expenses)" were introduced by multiple accounts in succession.X (formerly Twitter)

On the other hand, opinion-based posts include criticisms such as "Organizational reform first. Spending money on advertising is a black hole." One user sarcastically remarked, "Investing money before reform is putting the cart before the horse."X (formerly Twitter)

On Reddit, there is an ongoing debate within the German-speaking community about how to view Bundeswehr advertising. In recent threads, there are both defenses such as "The quality of advertising has improved" and "It's understandable to present the military as a 'normal profession,'" and concerns about "ethical issues in targeting the youth" and "image-driven approaches."Reddit

The "temperature" of social media reactions is polarized. Proponents see it as "a natural investment for recruitment professionals in an era of recruitment difficulties," while opponents argue for "improving salaries, equipment, and bureaucracy before advertising." The important thing is not to misunderstand advertising as a "panacea."

Ethics and Transparency: How to Design Appeals to the Youth

A point that recruitment advertising cannot avoid is the exposure and design of expressions towards minors and young people. It must not underestimate dangers and responsibilities with flashy presentations. Disclosing information on recruitment requirements, training, assignments, danger allowances, and mental health support, including both positive and negative aspects, is the premise of trust. The more contact points increase in schools and events, the heavier the responsibility for explanation becomes.

Alignment with Policy: The "Bottlenecks" in Defense Reconstruction

The current defense budget, which combines the regular budget with the special fund, is 86 billion euros. However, there are numerous "bottlenecks" that advertising cannot solve, such as prolonged equipment procurement, aging infrastructure and barracks, supply chain constraints, and rigidity in personnel costs. Advertising is merely a tool to widen the "human" entry point, and without simultaneously refining the content (organization, equipment, treatment), there is a risk of increasing attrition rates.Ministry of Defense

Conclusion: From "Quantity" to "Quality"

The recruitment advertising budget is set to increase to 70.5 million euros in 2026 and 65.9 million euros in 2025 (after committee revision). Whether this is justified will be judged not only by "whether applications were gathered," but also by "whether the organization has moved closer to one where diverse personnel with necessary skills can work satisfactorily for a long time." The Bundestag has approved the 2025 budget. Next, it's time to transform the "quantity" of advertising into "quality."Deutscher Bundestag