20.500.12556/RUL-183415 Promocijska znamka postani vojak kot orodje strateškega komuniciranja Slovenske vojske pri zaposlovanju mladih The promotional brand Postani vojak as a strategic communication tool of the Slovenian Armed Forces for recruiting youth Slovenska vojska se v sodobnem digitalnem okolju sooča z izzivom učinkovitega nagovarjanja mladih z vidika zaposlovanja. V ta namen je oblikovala promocijsko znamko Postani vojak, namenjeno promociji vojaškega poklica in rekrutaciji. Namen članka je predstaviti izsledke analize z vidika učinkovitosti te znamke kot orodja strateškega komuniciranja. Raziskava temelji na kvalitativni študiji primera, podprti s pregledom literature in z analizo javno dostopnih kvantitativnih podatkov. Ugotovitve kažejo, da so izbrani komunikacijski kanali ustrezni in povezani s pozitivnim učinkom, vendar obstajajo komunikacijske vrzeli, katerih odprava bi lahko dodatno izboljšala rekrutacijske rezultate ter okrepila participacijo ciljne javnosti. In the contemporary digital environment, the Slovenian Armed Forces face the challenge of being able to effectively engage young people in the context of recruitment. To meet this challenge, the promotional brand Postani vojak was developed to promote the military profession and support recruitment efforts. In this article, the findings of analysis examining the effectiveness of this brand as a tool of strategic communication are presented. The research is based on a qualitative case study, supported by a review of relevant literature and analysis of publicly available quantitative data. The findings indicate even though the selected communication channels are appropriate and associated with positive outcomes, communication gaps remain that, if reduced, would further improve recruitment results and boost the target audience’s participation. strateško komuniciranje promocijska znamka digitalni mediji študija primera Slovenska vojska oborožene sile rekrutacija mladina strategic communication promotional brand digital media case study Slovenian Armed Forces armed forces recruitment youth true false true Slovenski jezik Angleški jezik Članek v reviji 2026-06-12 12:29:06 2026-06-12 12:29:15 2026-06-13 04:29:48 0000-00-00 00:00:00 2025 0 0 Str. 79-107 št. 1 Letn. 63 2026 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2026-04-24 355.2:339.166.5 0040-3598 10.51936/tip.63.1.79 276923395 RAZ_Bardutzky_Zerdoner_Jana_2025.pdf RAZ_Bardutzky_Zerdoner_Jana_2025.pdf 1 D054D8EEE177FC1B670F3928586DE8F8 9e702ae9e96f2bf11399d8114f77cbfed1edea50a8ebf1a16016871c4be26bcf 88e09236-6649-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=235466 https://www.fdv.uni-lj.si/revije/znanstvene-revije/teorija-in-praksa/iz-vsebine/teorija-in-praksa-1-2026 Članek v reviji 1 897b046b-6649-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=235467 Fakulteta za družbene vede Teorija in praksa 0 0 0