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As the military is turning more toward women to fill its ranks, a 67-year-old advisory board is lending a hand to the Defense Department on how to market to and attract women to serve in 2018 and beyond.
The Defense Advisory Committee on Women in the Services released its annual report earlier this month and a large chunk of the recommendations focus on how the military can keep women in the service and keep them from leaving in the middle of their careers.
“There is concern across all of the branches at mid-career retention for women versus men. All of the services in varying career fields, at varying points but still within that mid-range of a 20 year career, they are experiencing challenges with women leaving at higher rates,” said Janet Wolfenbarger, chairwoman of the committee during a March 19 event at the Association of the United States Army in Arlington, Va.
The committee is guiding DoD to possibly retaining more mid-career women with recommendations like making policy changes that make transitions of service members between components and even military services easier.
DoD already adopted one of the committee’s recommendations, which is to start exit surveys to assess why the attrition level for women is higher than men at certain career points.
“It turns out at the time the committee did this work that there wasn’t a concerted effort that got after those exit surveys universally across all those surveys. It turns out that as we were publishing this report we were informed there will be exit surveys,” Wolfenbarger said.
Another issue affecting women mid-career is options for maternity leave.
In 2016, then-Defense Secretary Ash Carter announced an increase in maternity leave to 12 weeks and expanded paternity leave to three weeks.
Wolfenbarger said the committee found there need to be some tweaks to that, specifically how it’s used. The committee recommended allowing flexible, noncontinuous parental leave by request.
“Although current maternity and parental leave policies are a strong step in the right direction, more can be done to tailor leave to families’ unique situations,” the report stated. The flexible option “is one potential way to support a service member after a child joins the member’s family, whether through birth or adoption. The committee believes allowing noncontinuous leave, when requested, could help service members better balance their unique family needs during critical junctures of their lives and, in turn, help support retention efforts.
The committee also suggested removing the stipulation that a couple needs to be married to receive full parental leave benefits.
While the military continues to do its best to retain women in mid-career, it also wants to help recruit new women to the force.
“We had briefings from all across the services on marketing efforts. All of them are doing relative to gaining women who are [eligible] now, who not only qualify but want to raise their hand and serve in the military. Our belief was after listening to some of those marketing approaches … there may have been missed opportunities there from looking at the things women were most interested in, in the [marketing] surveys,” Wolfenbarger said.
The committee suggests tailoring some marketing to women’s specific interests in order to inspire them to join.
“Women were more likely than men to be motivated by travel, education, and helping others and their communities,” the survey stated. “Data such as these can help the military services optimally tailor marketing messages to encourage more women to consider the many benefits of military service. Although a marketing strategy focused on patriotism may have been successful at recruiting men in the past, current data indicate that strategy does not align with the motivations of prospective female military members, and the data also illustrate more effective ways to recruit women.”
The committee also suggests studying best practices of other countries for better recruitment of women.