This report documents research and analysis conducted as part of two projects entitled Improving the Army’s Marketing for Recruitment, Hiring, and Retention of DA Civilians in Critical Occupations and DA Civilian Marketing, both sponsored by the Assistant Secretary of the Army for Manpower and Reserve Affairs. The purpose of the first project was to identify current practices and potential changes needed to market, recruit, hire, and retain Department of the Army civilians in critical occupational specialties.1 The purpose of the second project was to help the Army prepare for the addition of the Army Civilian brand to the Army Marketing Research Group’s fiscal year 2016 contract by carrying out research to better understand the marketplace and assessing the potential employee external market’s perceptions and awareness levels; identifying current and projected Department of the Army civilian shortfalls; and setting specific marketing objectives, goals, and strategies.

This research was conducted within RAND Arroyo Center’s Personnel, Training, and Health Program. RAND Arroyo Center, part of the RAND Corporation, is a federally funded research and development center (FFRDC) sponsored by the United States Army.