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.
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