KEY POINTS:
Would you open the vehicle door to the woman knocking on it as soldiers make their way through a war-torn county? Catch the Army's recruitment ad on TV, website or have a look at YouTube where "BraverHeart" and "ebglider" agree the answer's no. They think one of the women has a gun.
Those people are representative of the target audience the New Zealand Army is chasing with its latest series of commercials. At the end of each ad, a question or challenge is offered, changing over time to reflect specific trades being targeted.
The series of nine ads uses real footage of soldiers in three different environments: disaster relief, army lifestyle and an operational environment. The Army realised its target audience (enthusiastic, keen and motivated young people) was ready for a change from the earlier TV campaign which encouraged them to wonder if they had what it takes to join up. The idea of these ads is that viewers take up the challenge, picture themselves within the Army and are pushed to its web page.
Recruiters want to break down pre-conceived ideas that people have of the Army and educate them about the opportunities and the multitude of different roles available, the opportunity to climb the career ladder and to travel to diverse areas such as Afghanistan and Sudan.
Each year, the Army looks to recruit about 120 officers, 470 soldiers and 180 personnel at skilled levels. Colonel Tim Keating, head of the Office of Army Strategy Management, says it needs a broad range of skills. "Some people arrive with these recognised skills and qualifications and we have programmes to assist the advancement of these. Others arrive with no recognised qualifications, but a willingness to learn and the Army will train people in many skill areas to a recognised world class standard."
Recruiters find it increasingly hard to recruit in the technical trades, in particular electrician technicians, armourers, ammunition technicians, communications systems operators, systems engineers and information systems operators. It can also be difficult to attract intelligence operators, supply/quartermasters and medics.
A minimum of three years of secondary school education is required to enter the New Zealand Defence Force. All newcomers complete a 12-week (or longer if entering as an officer) introduction course, adapting to Army life and learning to be a soldier before continuing with training courses for their careers.
Being paid to study is a huge draw card. Anyone can apply for funded extramural study assistance and study leave for exams.
There are various tertiary schemes for officers (such as the Kippenberger, a four-year residential degree and commissioning course programme, and the three-year extramural degree and commissioning course Malone schemes). Study fees for apprentice soldiers going through polytech courses are also paid for, along with all their tools of trade.
The Army also employs specialist officers from professionals pre-trained and pre-qualified such as medical officer, psychologist, dentist, nursing officer, legal officer; education officer, chaplain and pharmacist.
The Medical Officer Cadet Scheme scholarship is available for third- and fourth-year medical students to start the following year. Successful applicants are enlisted as officer cadets and paid an Army salary while studying; then promoted to captain once registered and appointed as a medical officer.
So what does a career in the Army offer? The website says Army life is about teamwork, fitness and friendship. It's not just a job, it's a way of life and you'll gain skills for all areas of your life.
Colonel Keating says many young people look for a job that "enables them to travel, offers continual learning opportunities and is exciting. They can be part of decision-making, use a diverse range of skills and feel like they are adding value to a greater cause than just making money."
Army personnel continually move between their primary specialty and into areas such as logistics, training and development, HR management, policy and plans and even recruiting. Training exercises and operational deployments include travel around New Zealand and overseas. As recruits progress in rank, they gain additional leadership and management training.
Another attraction is the high levels of technology that are available to use. "In many respects, the Army has some of the most advanced technology in the country," says Colonel Keating. Other benefits include travel, education, subsidised housing, medical and dental care, free uniforms, superannuation schemes, access to subsidised holiday locations and a great social life.
Officer cadet profile
Teira Cowan, 22, officer cadet in third year of the Kippenberger Class (tertiary scheme).
"I joined the Army mainly because of the opportunities (free education, leadership and other skills, confidence and excitement) and the challenges this career choice presents on a daily basis.
"At the moment, I am finishing my last year at Massey University (three-year Bachelor of Defence Studies degree) and I am based at Linton Military Camp. Next year, I will be going into the New Zealand Commissioning Course, which is a more intensive one-year course and the culmination of my officer training."
Job information
* Contact: phone 0800 NZ Army (0800 692769), website www.army.mil.nz.
* Prerequisites: Minimum age 17, must be medically and physically fit. NCEA qualifications needed vary according to Army roles. Desired attributes are common sense and initiative, and the ability to work well in a team environment.
* Salary indications: privates, $25,800; warrant officer class one, $58,800; second lieutenant, $34,200; colonel, $111,600; medical officer, $90,000.
* Working hours: Generally 0800 to 1630.
There is no set length of time you must stay in the army.
Officer qualities
* Courage: Someone who possesses physical and moral courage. Army training serves to remove a lot of self-imposed fears.
* Loyalty: Someone who is loyal to their organisation, their comrades and to the job they are undertaking.
* Initiative: Someone who does not wait for instructions and orders but shows a willingness to get on and do what needs to be done.
* Integrity: You have to be honest to yourself, your comrades and to the service.
* Pursuit of Excellence: The New Zealand Army has maintained an international reputation out of proportion to its size, largely through its people's willingness to go that little bit extra in all they do to achieve excellence.
