Jobseekers polled by the Department of National Defence rate a new recruitment campaign as too technical and “a bit desperate.” Researchers said the air force, navy and army face a “highly competitive job market.”

“The Canadian Armed Forces competes with other Canadian employers for top quality applicants,” said a department report. “A highly competitive job market has posed significant challenges for Canadian Armed Forces recruitment initiatives.”

“Promoting the Armed Forces as a first class professional employer is complex given that the decision to enroll in the military requires extended personal evaluation, both emotional and rational,” said the report Awareness 2023 Recruitment Advertising Campaign. The military aimed to be “an employer of choice” for Canadians under 34, it said.