The training program for promotional officers at the “Vitez Damir Martić” barracks in Rakitje represents a key initiative for strengthening the capacities of the Armed Forces of the Republic of Croatia in attracting new cadets. The program, which ran from October 14th to 18th, 2024, was designed with the aim of enhancing promotional activities within the military, particularly targeted at young individuals who are potential candidates for military service. As part of this initiative, the HRM's Human Resources Administration organized a series of trainings and exercises to ensure better communication with the public and more effective cadet recruitment. Participants had the opportunity to master all aspects of campaign management and communication, aimed at attracting the best and most motivated individuals to the Croatian Armed Forces.

The program participants gained insights into key promotional techniques, as well as ways to adapt their methods depending on the target audience. Central topics included media presence, public relations, and methods to motivate young people to pursue a military career. Trainees underwent training that included the use of digital channels and platforms for promoting military careers, with an emphasis on social networks and targeting young people aged 18 to 24.

The program was conducted under the leadership of experienced instructors, including Professor Nina Kuljiš Palac, who successfully guided the participants through intensive trainings over five days. Participants acquired specific skills that will help them professionally and effectively attract young people to the military, using promotional strategies and marketing tools tailored to new generations. This training also emphasizes collaboration within the military, including the Central Personnel Management, the Independent Public Relations and Publishing Service, the Croatian Military Academy “Dr. Franjo Tuđman”, the Defense Affairs Department, and the Center for International Military Operations “Josip Briški”.

The Importance of Promotion in Attracting New Cadets

As a key part of the HRM's strategy for attracting new cadets, the training program for promotional staff not only helps in disseminating information about military careers but also directly contributes to strengthening Croatia's defense capabilities. Members of the Croatian Armed Forces are now better equipped to present the military call to the public, using innovative communication methods, including social networks, digital media, and traditional channels. The training also includes specific guidelines for adapting promotional activities to the target group, which includes young people seeking secure, stable, and attractive career options.

In addition to practical skills, participants gained an understanding of the broader context of promotion and its role in strengthening the military. For example, each participant had to develop personalized strategies for attracting future cadets, taking into account the changing needs and interests of young people, as well as current security challenges. This type of preparation ensures that the Croatian military will be better positioned to face future challenges and needs in the military sector.

Conclusions and Contributions of the Program

The program was successfully completed by 13 participants, thereby enhancing the overall capability of the Croatian military in attracting new cadets. Each participant acquired knowledge and skills that will enable them to effectively promote the military call to a broad audience, which is of utmost importance in today's digital age. Through collaboration with various military institutions and experienced professionals, the participants further strengthened their abilities, which will contribute in the long term to the growth and strengthening of the Armed Forces of the Republic of Croatia.