Interest in the military profession today is shaped by factors such as security conditions, social values, demographic trends, and public perception of the armed forces. The main motivational drivers for choosing a military career combine intrinsic incentives (such as a sense of mission, belonging, and personal growth) with extrinsic rewards (salary, job security, educational opportunities). In Slovenia, the promotion of the military profession relies on a blend of digital and traditional marketing approaches, with digital channels (social media, online platforms) now central for reaching young people. Live events, direct engagement, and the involvement of athletes also play a significant role. The effectiveness of promotional efforts depends on tailoring messages to different target groups, emphasizing values and career opportunities, and fostering a sense of community. Comparative analysis with Sweden and the United Kingdom shows that successful strategies highlight not only material benefits but also social responsibility, diversity, and personal development. The long-term attractiveness of the military profession is closely linked to the reputation of the armed forces, a clear mission, and the alignment of individual and organizational values.
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