In an era where digital screens often overshadow battlefields, the U.S. Army is innovating its recruitment strategies, particularly for specialized roles like Psychological Operations (PsyOps). Faced with the challenge of attracting Gen Z recruits to a field that operates in the abstract realm of influence and persuasion, the 4th Psychological Operations Group (Airborne) devised a groundbreaking approach. This article delves into the essence of PsyOps, exploring how the Army is marketing this unique military specialty to a generation attuned to digital narratives and less to traditional displays of military might.
Master Sgt. Matthew Johnson, the non-commissioned officer in charge of U.S. Army Special Operations Recruiting, notes a shift in recruitment dynamics. Today’s potential soldiers seek clarity in the process and a clear understanding of their prospective roles. An Army PsyOp officer, identified as Gray, emphasizes the need for authenticity, stating, “If the (recruit) feels like you are pandering, you’ve lost them.” This need for a genuine connection is crucial in a world shaped by evolving political landscapes, global events, and a generation wary of superficial appeals. The challenge, as Gray articulates, lies in “how do you sell an intangible art form?” Unlike conventional military roles with visible displays of equipment and action, PsyOps operates in the sphere of perception and influence, requiring a different kind of marketing altogether.
Ghosts in the Machine: Recruiting Through Introspection
To bridge this gap, Gray and his team conceived “Ghosts in the Machine,” a video series designed to intrigue and provoke thought rather than showcase typical military imagery. Launching the first video unexpectedly in May 2022 on a new YouTube channel, the Army adopted a PsyOp approach to its own recruitment. The video’s success led to a sequel, “Ghosts in the Machine 2,” further exploring the power of ideas and words as tools of influence.
These videos are crafted to lead viewers on an introspective journey, layering quotes, sounds, and visuals to create tension and engagement. Mirroring the essence of PsyOps, the videos aim to elicit emotional responses and curiosity. As Gray explains, “The person who asks why is the kind of person that we’re looking for.” The series seeks individuals who are naturally inquisitive, keen to understand human behavior and motivations – traits essential for effective PsyOp soldiers.
Inspired by the suspense-building techniques of the film “Jaws,” the “Ghosts in the Machine” series deliberately avoids explicit displays of force. Instead, it uses sound design and evocative imagery to tap into the viewer’s imagination, creating a more potent and lasting impression. This approach underscores a core principle of PsyOps: leveraging the power of the mind to shape opinions and narratives.
Who is the Ideal PsyOp Candidate?
Colonel Mike Burns, a Public Affairs Officer with U.S. Special Operations Command, highlights the dual purpose of “Ghosts in the Machine”: attracting both civilian candidates and current soldiers seeking career advancement. The ideal PsyOp candidate is described as “very cerebral and analytical,” someone who excels in creative problem-solving.
This specialty appeals to a broad spectrum of individuals, far beyond the typical military recruit profile. Burns emphasizes this inclusivity: “whether you’re in the robotics club, or the STEM club, or you’re a middle linebacker, or you build sets for the drama club — if you want to make a difference in the world, we’ve got a place for you.” The message is clear: PsyOps values diversity and welcomes individuals with varied skills and interests who are driven to make an impact.
Breaking Norms and Measuring Success
“Ghosts in the Machine” stands apart from conventional Army recruitment videos. Its unconventional imagery and esoteric themes initially raised eyebrows, even within the Army. Johnson recounts some initial pushback, such as concerns about using a “dancing ghost” instead of the official Psychological Operations Command logo. However, the team successfully argued that innovative recruitment requires breaking traditional norms.
The first video’s release generated significant buzz, sparking discussions across social and traditional media and achieving 1.6 million views. This success paved the way for “Ghosts in the Machine 2,” which received enthusiastic support and wider backing from Army leadership. Johnson notes the increased institutional support, stating, “With this (video), PsyOps is all in, USAREC is all in. Once it is released, it has backing and we can really capitalize on it.”
Gray’s personal journey as a PsyOp officer underscores the blend of unconventional skills and military service. His passion for video production, initially seen as outside the norm for an Army officer, became a valuable asset in his PsyOp career. This exemplifies the Army’s evolving recognition of diverse talents within its ranks.
The success of “Ghosts in the Machine” will ultimately be measured by its long-term impact on PsyOp recruitment numbers. However, its initial reception and the discussions it has generated indicate a significant step forward in how the Army communicates the intangible yet critical nature of Psychological Operations to a new generation. For those intrigued by influence, persuasion, and the power of ideas, PsyOps offers a unique and impactful career path in the U.S. Army.
