News | April 1, 2021

Air Force Recruiting Service, Air Force Reserve move forward with Total Force Marketing effort

By Master Sgt. Chance Babin Air Force Recruiting Service Public Affairs

JOINT BASE SAN ANTONIO-RANDOLPH, Texas – Today Air Force Total Force recruiting hit another historic milestone with Air Force Recruiting Service and Air Force Reserve Recruiting consolidating their marketing efforts effective Apr. 1, 2021.

“We are excited about this consolidation between Air Force Reserve Recruiting and Air Force Recruiting Service,” said Lt. Gen. Richard Scobee, Air Force Reserve Command commander. “This is a significant integration initiative for marketing and represents a long-term relationship that will bolster brand awareness and lead generation for each of the components for years to come. Last year, we established a classic association with Air Force Recruiting Service and this support agreement solidifies our partnership within the marketing realm that will enhance opportunities to reach a broader audience and strengthen the Air Force brand.”

The much-anticipated consolidation boosts the ability for the Air Force to reach potential applicants and inform them of the opportunities to serve full time or part time.

“This is a giant leap forward in our journey to have one Total Force recruiting organization,” said Maj. Gen. Ed Thomas, AFRS commander. “Having our Air Force Reserve join forces under the same, unified marketing program with Air Force Recruiting Service and the Air National Guard gives our Air Force a better marketing and advertising program and more buying power. It will also enable us to speak with one voice as we engage the American public.”

Having the Air Force’s three uniformed components under one portfolio allows the AFRS marketing team to go full force with a Total Force recruiting effort.

“The consolidation of marketing programs is historic as we now have all three uniformed components under one marketing contract,” said Barry Dickey, AFRS Strategic Marketing Division chief. “It will allow the Reserve, Guard and regular Air Force to pool resources, giving all of the components better buying power in marketing and advertising. Most importantly, it allows us to promote the Air Force brand and increase awareness of the different ways to serve while reducing competition between the components.”

The Air Force is embarking on Total Force recruiting to attract the nation’s best talent. In June 2020, the Reserve’s 367th Recruiting Group officially became AFRS’s fourth group as part of a classic association. The Air National Guard Recruiting and Retention signed a mutual support agreement in July 2020.

“Total Force recruiting has been in motion for several years,” said Col. Eugene Smith, 367th RCG commander. “Consolidating into one marketing program gives the Reserve a far reaching voice and amplifies the message. We have been operating as part of AFRS for nearly a year and this consolidated marketing agreement further accelerates that relationship and solidifies Total Force recruiting.”

The Reserve began filling the ranks at HQ AFRS in 2019, integrating personnel in key positions, to include the AFRS deputy commander, to help smooth the transition to Total Force recruiting.

“We have a team of Reserve members working within the AFRS Marketing Division, which ensures AFRC conveys the unique aspect of local communities serving globally,” Smith said. “This transition could not have happened without the collaboration of the professional Airmen of AFRS and AFRC. I thank all of those involved in making this program a reality.”