The British Army

The Army continues to break down barriers and explore all possible avenues in its aim to engage with more young people, particularly those from ethnic backgrounds, to help widen understanding of what the Army is about, how the Army works and who joins. Historically, the Asian community in Leicester has been very difficult for the Army to engage with and the recruiting success rates from that population have always been very poor (3 out of 180 in 2008). In addition to improving the Army’s knowledge management of the issues, they decided that they would try to engage with specifically Asian youths through their love of cricket. Conscious of the strong teamwork and discipline inherent in the sport, and the involvement of both young people and their gatekeepers, the Army has started to work in partnership with the Leicester Cricket Academy to foster and progress awareness and understanding.

Impact:

• The Army is now welcomed in most communities within the East Midlands. Parents and elders are prepared to allow their young people to consider Army careers. This is a significant change.
• The Army have had enquiries for scholarships at the Army’s 6th Form College. As young people move through their academic life, the Army is no longer a distant opportunity, but one which they understand far better and are prepared to consider.
• The Army expects its recruitment of people from an Asian background to have increased by 40% in 2009.