The U.S. Navy Is Crowdsourcing Recruitment Branding

Screen Shot 2015-02-11 at 11.58.14 AMRemember how the Navy in the U.S. is moving away from the whole “force for good” message, into something a little more, uh, aggressive?

It’s looking for a new slogan, and looking for up to three ideas from anyone who wants in.

The Navy is taking ideas until February 24. Submissions only require a name, phone number, and email address, along with up to three slogans.

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Each slogan will begin with “America’s Navy,” followed by some sort of additional phrase.

Navy Times readers will vote on their favorite slogan among a group winnowed down by a panel. Navy leaders will also be given the top ideas.


3 Comments on “The U.S. Navy Is Crowdsourcing Recruitment Branding

  1. Oh, this is brilliant! Have thousands of people throw out ideas, then let the Navy vote on the best and then let the flags choose. How very scientific. Odds are, it won’t impact recruiting significantly one way or the other. But it runs the risk of alienating the highest potential candidates due to poor word choice or worse. I would make some comment ot the effect that they don’t design weapons systems that way, but – based on the cost overruns for the DDG 1000, JF-35, and Virignia-class submarines – maybe crowdsourcing weapons would be more efficient, too.

  2. I’m all for crowdsourcing but employer branding needs more attention and care than that. The Navy should follow these simple instructions and best practices for creating a tagline that works:

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