When it comes to public perceptions about the military, there are several myths that recruiters, both in Canada and the United States, have to contend with. Like the one that says only poorly educated people with few prospects would enlist, or another that holds that the pool of potential recruits has dried up because of unpopular wars in Afghanistan and Iraq.

In fact, applications to the Canadian Armed Forces were so numerous in
the past year, recruiters responded by increasing their quota to 6,800
from 6,400. Thousands more were turned away.

In the United States, the Pentagon announced this month that all military services met or exceeded their recruiting goals for April. The Marine Corps led the way, signing 142 per cent of the number it was looking for.

As for the educational level of soldiers, the military on both sides of the border boast higher levels of educated personnel than can be found in the general population.

In fact, providing a university education or training in a trade is one of the Canadian Armed Forces’ key enticements and is one referred to often by Maj.-Gen. Walter Semianiw, chief of military personnel of the Forces. New recruits can combine a top level education in the field of their choice, paid for by the Forces, with the opportunity to serve their country, he said.

Semianiw made his pitch to the The CJN as the military ramps up its efforts to seek new recruits in the Jewish community.

That effort is just getting underway, and a complete marketing strategy hasn’t yet been developed. But Semianiw expects the campaign will include advertising and personal appearances at synagogues and high schools.

The target market is 19-to-25-year-olds, but recruits in their late 40s are also welcome, he said.

The Forces will be expanding in the next few years and needs more people. As part of a $30-billion renewal, the military will expand to 100,000 soldiers, sailors and airmen, up from the current 89,000. Both the regular forces and reserves will grow. The regular forces will increase to 70,000 from 65,000, and the reserves to 30,000 from 24,000.

Reserves train on weekends and during the summer, and are posted within Canada, unless personnel volunteer for service abroad.

Semianiw, who calls himself the forces’ CEO for human resources, said military recruitment within the Jewish community “is part of a broader effort as part of a diversity piece.”

A “passionate” proponent of diversifying the Forces, Semianiw said the military ought to reflect the reality of Canadian society.

“The greatness of the country is its pluralism,” he said on the line from Ottawa. “It is a mosaic, and by and large, people live peacefully together.”

Canadians have an international reputation as an effective force, including in non-combat roles of reconstruction and negotiation. Semianiw attributes that to Canadians’ comfort in dealing with people of different backgrounds, a strength that translates well abroad.

In preparing a pitch to the Jewish community, Semianiw sought the advice of Rabbi Reuven Bulka, co-president of Canadian Jewish Congress.

Rabbi Bulka said he was “delighted” at the interest shown in the Jewish community by the general.

“I’m a military man from way back,” Rabbi Bulka said. “I appreciate it when people put their lives on the line to protect our freedom. You can’t take that for granted.”

Rabbi Bulka said Congress supports the Forces’ recruitment efforts, and he expects to join Semianiw in presenting the virtues of military life.

“He wants to go on a road show together to speak to various and sundry Jewish audiences,” Rabbi Bulka said.

The Forces don’t currently possess a statistical breakdown of its ethnic composition, though that data might be gathered in coming years. “I can’t tell how many Jews there are, but I know there are some,” Semianiw said.

(The military has added two Jewish chaplains, even though Rabbi Bulka said there are hardly enough Jewish soldiers to warrant it. He called it a “visionary” development, especially in view of  expected higher numbers of Jewish recruits.)

The Forces has lots to offer Jewish recruits, the general continued. At the head of the list is the opportunity to serve Canada as instructed by the country’s political leadership. Jewish soldiers can do so knowing they need not compromise their unique identities.

Semianiw said soldiers’ “hard [field] rations” are already kosher and providing kosher food for those who request it “is where we are heading.” Soldiers will also be accommodated so they can observe Jewish holidays. Other religious requirements will also be respected, including religious clothing and the treatment of injured or killed soldiers.

Those accommodations are not limited to Jewish personnel. “It is about allowing individuals to practise their faith” and stepping away from “a cookie-cutter approach” towards military personnel, he said.

Then there are the educational benefits – “the big selling point,” said Rabbi Bulka.

The Forces offers recruits the opportunity to pursue a post-secondary education and professional development at taxpayers’ expense, Semianiw said.

Soldiers can take their degree at recognized Canadian institutions of higher learning, with the military underwriting a three or four-year degree and even post-graduate education, all the while paying recruits a monthly wage of about $700, he said.

In exchange, the military expects at least three years of service.

Once recruits join the regular forces, they are paid at competitive rates. Reservists, who work in their regular jobs during the week, earn a daily wage during weekend and summertime service. They include people in all sorts of professions, Semianiw noted, doctors and lawyers among them.

When a national emergency strikes, such as spring flooding in Winnipeg or ice storms in Quebec, the Forces dispatch reserve volunteers to assist.

And what about the combat role of the Forces? Or even jumping out of the back of an airplane, as is highlighted in recent Forces television advertising?

Recruits can apply to more than 100 jobs, among them the search-and-rescue crew, known as Sartech. Those are the guys seen in TV commercials parachuting out of a plane or being lowered out of a Cormorant helicopter on a rescue mission.

Semianiw said participating in combat missions is only one of many reasons Canadians join the Forces.

“At the end we want people to join who want to serve the nation,’ he said.

“As part of serving the nation you develop a warrior spirit,” and that includes “protecting, defending and upholding Canadian values,” he added.

Scenes of the Canadian military in some of their various roles. [Photos courtesy of the Canadian Armed Forces]