The Australian Defence Force (ADF) has made significant strides in modernizing its recruitment strategies, reaching its highest intake in over 15 years. With a growing need to bolster military strength amid rising geopolitical tensions, the ADF enlisted 7,059 full-time personnel in the 2024–25 financial year.
This figure represents a major achievement compared to past years, yet it still falls short of the official target of 8,105 recruits. The innovative use of social media platforms like TikTok and the inclusion of ads in video games has proven effective in engaging younger Australians aged 17 to 24, drawing them toward a military career.
However, the ADF’s challenges extend beyond digital engagement. Despite over 75,000 applications in the past year, fewer than 10% of applicants were eventually hired. The recruitment process, often seen as lengthy and demanding, has led to a high dropout rate among candidates. Factors such as strict physical and psychological standards, as well as long waiting times for medical assessments and security clearances, have further complicated efforts to meet recruitment goals.
The government acknowledges the problem and has been working closely with its new recruitment partner, Adecco, to address these issues. Defence Personnel Minister Matt Keogh admitted there were “teething problems” in the early stages of the contract, particularly around applicant care and access to assessments. Improvements have since been made, and efforts are continuing to streamline the process and retain the interest of potential candidates.
Reaching Gen Z: TikTok, Video Games, and Smarter Advertising
The ADF’s renewed focus on social media and digital platforms marks a significant shift in its approach to recruitment. Recognizing that today’s youth spend a substantial portion of their time on platforms like TikTok, YouTube, and within online gaming communities, the military has strategically placed advertisements in those spaces. These ads are designed not only to appeal to the interests of young Australians but also to inspire a sense of purpose and national service.
According to Defence Minister Matt Keogh, the decision to target younger Australians through platforms they already use was a calculated move. The government has been “smarter” about placing ads where they’ll have the most impact, emphasizing qualities such as leadership, skill development, and long-term career potential. In-game advertisements and TikTok videos often depict real-life scenarios, camaraderie, and exciting aspects of military life—casting the ADF as both a career and a calling.
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Importantly, the advertising efforts have also been expanded to reach “key influencers” in young people’s lives, such as parents and teachers. By targeting those who often guide and shape career decisions, the ADF is reinforcing its message from multiple angles. These broader campaigns help mitigate fears and counter outdated perceptions of military service by highlighting the modern, professional, and high-tech nature of the Australian Defence Force.
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While these strategies have improved outreach, their full effect will be clearer over time. It is already evident that more young people are engaging with ADF content and expressing interest in military careers. However, turning that interest into successful enlistments remains a challenge, especially when faced with the ADF’s rigorous standards and processes.
Shortfalls, Solutions, and the Path to 69,000 Personnel
Even with record-breaking numbers, the ADF remains behind its long-term recruitment goal. As of July 1, the ADF’s full-time workforce stands at 61,189, still well short of its target of 69,000 personnel by the early 2030s. During a Senate estimates hearing in June 2024, it was revealed that the ADF was 4,400 personnel short, with a total active workforce of 58,284 at the time.
The shortfall has prompted the government to implement several new initiatives, including a push for overseas recruitment. The ADF has opened up applications to individuals from allied nations, particularly those within the Five Eyes intelligence alliance—New Zealand, the United States, the United Kingdom, and Canada. So far, however, progress has been slow. Only three New Zealanders have officially joined the ADF, though 70 more are in various stages of pre-enlistment.
Across all Four Eyes partner countries, more than 500 individuals have expressed interest since the initiative was launched on January 1. Additionally, the ADF’s lateral recruitment program—aimed at foreign military personnel with skills that are critically needed—recruited 185 individuals in the last financial year. These programs offer promise but will need to scale up considerably to bridge the current personnel gap.
Improved retention has also played a key role in bolstering the ADF’s workforce. The separation rate has dropped to 7.9%, a significant improvement from the 9–11% range observed over the past decade. Retention efforts include not only better care and support for serving personnel but also reforms inspired by the Royal Commission into Defence and Veterans’ Suicides.
The government has committed to implementing 104 of the Commission’s 122 recommendations. These include establishing a transition authority to help defence personnel reintegrate into civilian life and ensuring access to mental health and social services. By improving the conditions of service and care, the ADF aims to foster a more positive perception of military life and enhance long-term commitment.
Modern Forces, Modern Challenges
While the Australian Defence Force has achieved a remarkable milestone in recruitment, it is clear that modernizing the military extends beyond advertisements and numbers. Structural and cultural reforms are equally essential. Issues such as slow administrative processes, strict entry barriers, and outdated systems still hinder recruitment and deter capable candidates.
Furthermore, the world is entering a new era of military complexity, with cyberwarfare, space defence, and unmanned systems becoming increasingly central. The ADF must compete with civilian industries for the same pool of digitally skilled workers, which adds another layer of difficulty to its recruitment mission.
Attracting talent in areas like information technology, cybersecurity, and engineering means not only offering competitive salaries but also providing meaningful career pathways and professional development.
The push toward modern recruitment also presents questions about long-term identity and values. Can the military maintain its traditions while appealing to a generation raised on social media? How does one reconcile the discipline of service with the casual, fast-moving culture of TikTok? These are challenges that the ADF will continue to navigate in the years ahead.
The Australian Defence Force has made commendable progress toward revitalizing its ranks through creative recruitment strategies, especially via TikTok and gaming platforms. The highest intake in 15 years proves that innovation works, but bridging the gap to the 69,000 target will demand more than just visibility. It will require a complete transformation of recruitment processes, cultural perceptions, and institutional frameworks. The ADF’s future depends not only on who it can attract but also on how well it adapts to the expectations of a new generation.