Publisher's Synopsis
This report presents the results of analyses intended to build a strong Army Civilian brand-that is, to help the Army assess and strengthen its ability to attract high-quality applicants to its civilian workforce and to retain high-quality Army civilian employees. To help the Army develop an Amy Civilian brand and a marketing strategy for it, the authors fielded surveys and conducted analyses to (1) increase the Army's understanding of the job preferences and job search activities of individuals in the external market (job-seekers) and in the internal market (Army civilian employees), (2) assess potential employees' awareness of Army civilian job opportunities and their perceptions of and concerns about Army civilian jobs, (3) compare compensation in Army jobs with that in similar private-sector positions, (4) identify the Army's potential hiring needs over the next decade, and (5) recommend marketing. strategies.
