A noble cause matters
President Vladimir Putin has taken to recruiting to fill the ranks of the Russian military to fuel his contemptible war in Ukraine. By several news accounts it is not going well. There are reports of men defecting, population protests, and even the pardoning of jailed thieves and criminals. I wonder if this is truly a recruiting campaign or something more like coercion of military-age males. Regardless, whether it is a nation like Russia or even a small company looking to fill its ranks, it helps to have a noble cause.
The United States Military has been an all-volunteer force since the end of the Vietnam War. It filled its ranks through two wars and, amidst current recruiting challenges, will continue to do so. Many young people are drawn to serving their country and being a part of something bigger than themselves. They sign up under recruiting campaigns such as, "The Few, The Proud, Rise to the Challenge, Own the Sky, and For Our Nation, For us All."
It is indeed, hard to match the noble cause of military service but to attract and motivate people, every organization needs one. I've said this often in my leadership practice. Company X may sell widgets for a profit. That alone doesn't inspire but Company X uses its profit to give back to its community or support a cause like homelessness or underprivileged families. That cause motivates Company X's people to work hard - to give their all. They know they are a part of something bigger than themselves. I've seen too many organizations and leaders who fail to see this and wonder why people do not join them or stay once hired.
The next generation filling the ranks of companies is in search of a noble cause. Z's and Millennials look for diversity, equity, and inclusion. They look for social and environmental impact. The companies who advertise this and, moreover, take action behind these efforts are the ones who will thrive. Perhaps Russia should take notice.
My military service took me far beyond our borders where the poorest, most oppressed people live. I learned that they are not stupid. Far from it. They may succumb to a predatory government or know better than to protest authoritarian rule but they know an immoral and unethical cause when they see one. That fact has been apparent since Putin started this war.
Russia will undoubtedly fill most or part of its military under the guise of recruiting and they won't give up in Ukraine anytime soon. Their next challenge will be how to motivate these recruits once in uniform. That too will falter. There is no noble cause. I wish them the absolute worst.
Rob
Rob Campbell