Nearly 13,000 apply as Defence Forces ramp up €2m digital and outdoor recruitment campaign

The gender breakdown for those applications was 11,191 men and 1,751 women, a ratio of about six men to each woman. File  picture

The Defence Forces spent close to €2m over the past year on social media and advertising to boost interest in a military career.

The Defence Forces said it spent €1.91m reaching audiences through Facebook, TikTok, outdoor billboards, and a streaming service popular with video gamers.

A further €71,000 went towards content creation for various campaigns as the military worked to increase recruitment.

The €1.987m outlay produced results, with nearly 13,000 people applying to join the enlisted ranks since July last year.

The gender breakdown for those applications was 11,191 men and 1,751 women, a ratio of about six men to each woman.

There were a further 2,203 applications for the officer ranks, the Defence Forces said in response to an FOI request.

These came from 1,895 men and 308 women, a similar gender split of around six to one.

The Defence Forces said their biggest marketing spend was on digital campaigns, with nearly €720,000 paid for online channels, including YouTube.

A further €183,000 went to Facebook, while €360,691 was spent on billboards and other outdoor advertising.

Around €75,000 went to Snapchat, €79,057 to TikTok, and just €50,000 to print media as the Defence Forces targeted younger age groups.

They also spent €23,018 on Twitch, a live-streaming service used mainly by video gamers and esports viewers.

Just over €49,000 was spent on cinema ads, €197,000 on recruitment material for radio, and €179,000 for TV marketing.

The Defence Forces have faced ongoing recruitment challenges, and official figures from the end of April show the strength of the permanent forces was just 7,500.

That compares with a force of around 9,500 in 2010, with a steady falloff during the past fifteen years, although numbers now appear to have stabilised.

A spokesman said: “Óglaigh na hÉireann is committed to recruiting the best candidates to serve the state. Our advertising and outreach efforts are a critical part of attracting high-calibre individuals with the values, skills, and commitment required for military service.

“This investment ensures we maintain a strong, capable, professional force ready to meet the needs of the nation and defend our state.”