Recruitment | 'Insulting' recruitment drive calls for 'snowflake' millennials

The UK Army has divided opinion with a recruitment campaign aimed at getting new recruits from the ‘the snowflake generation’.

The campaign riffs on First World War recruitment posters in which Lord Kitchener, the war minister at that time, pointed at the poster’s observer, with a banner underneath reading ‘your country needs you.’

Its recruitment gambit is to spin negative stereotypes of millennials – binge gamers, phone zombies, me me me millennials, and selfie addicts – into skillsets that the target audience might think they could offer to the army.

For example, 'phone zombies' are told the army needs their focus. 'Selfie addicts' are told that the army needs their confidence.