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Obesity affecting recruitment
Less obvious factors have also decreased the recruitment pool. They include higher obesity rates, more people diagnosed with mental health conditions such as attention-deficit disorder, more criminal citations due to the increase of the drinking age from 18 to 21.

“The numbers of people who meet our enlistment standards is astonishingly low,” said Michael Dominguez, principal deputy undersecretary of defense.

Among the changes that have helped attract more recruits:

• Increasing to $20,000 the bonus for troops who join by Sept. 30 and leave for boot camp within a month.
• Raising the enlistment age to 42.
• Allowing recruits to come in with non-offensive tattoos on their hands and neck.
• Offering a $2,000 bonus to Army soldiers who refer a new recruit.
• Enlisting recruits who don’t meet weight standards and must trim down their first year.
• Advertising that targets potential recruits’ parents.
• Increasing the number of recruits with general education diplomas rather than regular high school diplomas.
• Creating a more pleasant boot camp environment.
• Sending “gung-ho” soldiers fresh from boot camp or war zones back to their hometowns to visit old friends and schoolmates to promote the Army.
• Increasing to more than 15 percent the number of Army and Army Reserve troops given waivers for medical and moral reasons or for positive drug and alcohol screen tests.

Tyka Pettey, 21, of Philadelphia, said she was fully aware of the risks when she signed up in late July for a six-year stint in the Army Reserve. Doing so will help her pay to go to college in a medical field. With her $20,000 bonus, she plans to buy a car and pay off debt.

She said she had been thinking about joining for more than a year. Once she made the decision, she said she was impressed with how much the recruiters in Upper Darby, Pa., were able to help her.

“You really have to want to do something like that. You’re really taking a major step from your civilian life ... but I just decided to go for it,” said Pettey, who leaves in about a week for boot camp.

Millions spent on enlistment efforts
The Army spent $353 million last year on enlistment bonuses, $583 million on recruiting and advertising and $700 million on pay and benefits for recruiters, according to the Congressional Budget Office.

Donna Lieberman, executive director of the New York Civil Liberties Union, said her organization is concerned that low-income young people and minorities are targeted by recruiters and lured with promises into making decisions they would not otherwise have made.

Web extra video Why do military recruiters have to reach out? Charles Moskow, professor of sociology at Northwestern University specializing in military sociology, talks about 'patriotism light' and why the military has to get creative with its recruitment efforts. NBC News Web Extra

“I think as the incentives increase, the potential for misrepresentation and abuse increases,” Lieberman said.

Irene Fiala, a sociology professor at Edinboro University of Pennsylvania who has researched recruiting trends, said the military is attempting to change with society because the days are over when it was an American virtue to join and it was expected that all young men would do so.

“Uncle Sam pointing his finger at you saying, ‘We want you,’ isn’t cutting it for today’s kids,” Fiala said. “Today’s kids are saying, ’Yeah, you want me and so does GE and so does MIT, so what else are you going to offer me?”’

It’s not just the attitudes of young people that have seemingly shifted. In 2005, statistical surveys revealed that because of the Iraq war, adults who work with students were less likely to suggest joining the military.

“The willingness of coaches, teachers, counselors and parents to commend military service to America’s youth is lower than is good for our nation and our military,” said Dominguez, the Defense Department official.

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