The Australian Defence Force is missing an opportunity in shifting the focus of its recruitment drive away from the three armed services and onto the ADF as a whole. By doing so, it’s failing to make use of services’ separate traditions as attractions to potential recruits.
The former chief of the defence force General Angus Campbell told Senate estimates in February that the ADF was 4,308 personnel below its approved strength. In that context, ADF Careers in July launched its new recruitment campaign—Unlike any other job. Spruiking the benefits of joining the ADF, the flashy campaign splashed across social media.
But there’s a problem: people don’t join the ADF; they join one of the services. They join either the Royal Australian Navy, Australian Army or Royal Australian Air Force, each of which has unique traditions, service life and a proud history of defending Australia.
The recent career advertisements, while slick and well produced, fail to tap into the core motivations that have driven Australians to serve for generations. Joining the navy, army or air force isn’t just a career move; it’s a commitment to a legacy of service and sacrifice.
The July 2024 ADF careers campaign came 12 months after the decision to rebrand recruiting from service specific—navy, army, air force recruiting—to ADF Careers. The amalgamation of the service recruiting functions, while an efficient use of resources, represents a wider trend within the Department of Defence of reducing the influence of the individual services.
The erosion of the authority of the service chiefs has added to a more bureaucratic structure and slower decision-making. But it’s the loss of service identity in the recruiting process that will be most problematic for an ADF attempting to grow to its greatest numbers since World War II.
This issue is not without precedent. The Canadian Armed Forces, in a well-meaning effort to streamline and modernise, unified the navy, army and air force into a single entity in 1968. The result was a loss of identity and tradition, which contributed to a decline in morale and recruitment. It took Canada more than four decades to reverse that decision; it officially reinstated separate branches in 2011. The lesson is clear: when military institutions distance themselves from their traditions and core values, they risk losing the very qualities that attract people to service in the first place.
Australia’s military has, until now, been largely immune to such missteps. The navy has its proud maritime legacy linked to battles such as the Leyte Gulf or Savo Island, the army its deep ties to land campaigns such as Gallipoli and Kokoda, and the air force its history of contributing to air superiority in theatres ranging from Europe to the Pacific. Those traditions are not just history; they’re living parts of what it means to serve. While it’s important for the ADF to adapt to modern challenges, it must do so without losing the traditions that make each service unique.
The recruitment shortfall in the ADF today isn’t due to a lack of attractive offers. Defence salaries are competitive, benefits are strong and the opportunities for career advancement are significant. But none of that will resonate with young Australians if the message of service is diluted. What the current advertisements fail to communicate is the sense of purpose that comes with wearing the uniform. That message, embedded in the traditions of the navy, army and air force, is what will inspire a new generation to enlist.
Canada’s decision to reverse unification of its services in 2011 was more than a symbolic gesture. It was an acknowledgement that the essence of military service lies in the identity that comes with being part of a distinct organisation. Reintroducing the separate services helped to restore the pride and tradition that had been lost. For Canada, the price of unification and efficiency had been the erosion of the very things that gave the military its soul. By reinstating the navy, army and air force as separate entities, Canada not only boosted morale but also reconnected its armed forces to the traditions that had historically been their source of strength and purpose.
The ADF should heed that example. The ADF’s strength lies not only in its modern capabilities but in the traditions that have shaped its identity. Young Australians aren’t just looking for jobs—they’re searching for meaning and purpose. They want to be part of something that matters.
If the ADF is to reverse its recruitment decline, it needs to shift the narrative. The focus must return to the traditions and values that make the navy, army and air force unique.
As Australia faces an increasingly complex strategic environment, the importance of a strong, capable and motivated defence force can’t be overstated. The lessons from Canada’s failed unification experiment are clear. When military institutions lose sight of their traditions, they risk losing their identity—and, with it, the ability to attract and retain the people they need. For the ADF, the path forward is not to abandon tradition in favour of efficiencies under the motto ‘One Defence’ but to find a way to honour the past while preparing for the future.
