Australian Defence Force Recruitment Surges to 15-Year High with TikTok, Gaming Ads

The Australian Defence Force (ADF) has experienced its highest recruitment surge in 15 years, with permanent and full-time personnel exceeding 61,000. This growth is largely attributed to targeted advertising on social media platforms like TikTok and computer games, which has improved outreach to younger demographics. Additionally, the government has eased enlistment standards to better align with the diverse roles within the Defence Force, such as cyber operations requiring less stringent physical criteria. Significant incentives, including continuation bonuses, housing subsidies, and pay increases for critical roles, have also played a crucial role in attracting and retaining personnel. Reforms addressing family support, like flexible Defence housing policies and assistance with home purchases, have helped reduce retention friction. Despite these gains, Defence Minister Matt Keogh emphasized the need for ongoing efforts, particularly in implementing recommendations from the Royal Commission into Defence and Veteran Suicide, to further improve recruitment and retention.