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Show ifatnalrfirift nn:Tr,fr'hti n r nnr tit JttgWTii Retention, from page 1 about the Air Force. We werent very good about talking about ourselves in the corporate Air Force and needed to bring in some experts to help us sell ourselves. DiBattiste said the theme of the ads is service, teamwork and making a difference. It is the higher calling being part of a team that is making a difference and being part of something that is bigger than the individual. I think thats what the young people aspire to, she said. When we talk to people that are in and why are they staying, what they go back to is the mission of the Air Force and serving their country. Coming in, I dont think people realize this, and thats what their recruiter and we need to show them that this is what the Air Force is all about. Its not like a civilian employer. It offers them so much more. It is a calling. They need to come into the Air Force to serve their country and keep our nation strong. The ads are targeted at new recruits, as well as those that are in the Air Force now. We want the ads to help with retention. We want the ads to make the people in the Air Force feel proud of what they do and make them realize how much we appreciate them and how much we recognize them, DiBattiste said. We want to reach out to the people that are already in and say thank you, we appreciate you, you are doing great things for our country. In the general population, were focusing on ages 17 to 27. We want to target them to say we are about opportunity, we are about serving your country. Not only will you get to be part of this higher calling but also you reap benefits that are tremendous. The ads encourage parents, coun Tin reasons why people are staying. We information all in one she said. Were having our senior lead- want to put the Were going to have a retention ership talking to schools, members of place. leaders. status report where each unit can see Congress and community where commanders Active duty members get involved by where they stand, worth being a part of. see if their unit is meeting the The ad campaign also includes print going back to their home town for up can retention goals, and if not, what they to 14 days permissive TDY to assist ads for magazines and radio spots. do. to The advertisements are one of more recruiters. They go back to the high need than 100 recruiting initiatives, which schools or colleges they graduated Education. DiBattiste divides into four categories: from and work with the recruiters in selors, community leaders and retirees to talk about the Air Force and tell young people and those that are already in the Air Force that it is something Increase the number of recruiters. We went from 800 in November of FY 99; right now we are at 1,600 recruiters. The plan is to get to 2,000 recruiters or close to that by 2001, she said. That has made a tremendous difference. Look at more enlistment incentives. Initiatives include a college loan fora $5,000 giveness program of $10,000; hard-to-fienlistment bonus for the months of April and May; and a bonus for anyone entering a critical mechanical skills area during the final two months of the year. ll Marketing and advertising. Weve opened an advertising office in Washington, D.C. for the entire Air Force, DiBattiste said. Five new ads for the Air Force have been approved and will be hitting the streets in August. The first place youll see them is in movie theaters throughout America starting in late August. They will also be previewed at the Olympics and during major league baseball games, then TV. Were youll see them on prime-tim- e million into these about $30 pumping e prime-timsynads to ensure they hit and theaters movie cable, dication, events. sports Public Awareness Campaign. This gets people throughout the Air ngxt? yfidMHcC 's rrrnrTfflf rwlInniTr"- ,( Force more involved in recruiting, giving presentations to the students. They will talk about what theyve done in the Air Force. That is starting to take effect and working out very well. The schools are asking us to do it, so this is a partnership with the schools and with people throughout the Air Force and with our recruiters. Retention initiative highlights are: Wing Retention Advisor. Set to be in place by the end of September, the advisors will be what DiBattiste calls the Commanders right arm on providing the information we need to keep our people. The advisors will also counsel members and be actively involved in every aspect of retent- ion. Develop a tool kit. It tells everyone what is out there as far as pay, as far as benefits, as far as what the Air Force is doing to ensure that we retain our people. Its information, the undersecretary said. Heres our problem: weve found a lot of our people dont have the current facts. This tool kit is going to go out on the web, first to commanders to make sure they have the current information to keep people in the Air Force. Then were going to send it out up-to-da- so people can go to one Air Force-wid- e place and see te up-to-da- information te on child care, on spousal employment, on pay, on benefits, on bonuses, on EAF everything were told are the Education is a primary benefit our people talk about when they decide whether theyre staying in or not, she said. We want to increase and improve tuition assistance. Other retention areas of focus include bonuses; highlighting hisAir Force medical care; improved increased recognitory and heritage; enhanced child tion of care programs; spousal employment; and review the retention bonus program. Were seeing some improvement in retention. But we have not reached our goals, which are retaining 55 percent of our new enlistees, 75 percent of our second term enlistees and 95 percent of our career enlisted personnel, Lyles said. The people at Hill are doing a phenomenal job, DiBattiste said. The active members, the civilian employees, the Reserve members, the Guard members are truly a total force and the highest levels of Air Force lead- ership really appreciate everything theyre doing at Hill in supporting the mission of the Air Force. I challenge them to be involved in recruiting. I want them to go out and try and recruit one person for our Air Force during this next year and be responsible for retaining at least one member of our Air Force next year. 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