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v DUDLEY KNOX LiBRAR POSTGRADUATE SCH< NAVAL MONTEREY CA 93*43-5101 Personnel Retention Running head: PERSONNEL RETENTION IN THE U.S. NAVY Personnel Retention in the U.S. Navy: A Strategic Communication Approach Lydia R. Robertson / American University looo NAVAL. POSTGRADUATE SCHHO0O0lL MOM7EREY CA w5S©j Personnel Retention 2 Abstract Information campaigns are used frequently to educate and inform and audience, as well as change their behavior. The Navy's communication methods regarding the retention problem over the last few years have tried to increase retention trends. When analyzing these efforts through persuasion methods, specifically Mendelsohn's (1973) information campaign theory, the efforts have not been targeted or specific enough to make a significant difference. This paper examines the role ofcommunication in the Navy's retention problem, suggests a specific information campaign as one way to help turn around the retention problem, analyzes and critiques communication efforts to date, and finally suggests a strategic information campaign geared at families as one way to improve retention information. Personnel Retention 3 Personnel Retention in the U.S. Navy: A Strategic Communication Approach Corporations nationwide are having a difficult time retaining qualityjunior people because ofthe combination ofa great economy, low unemployment and increased competition between companies to recruit quality workers. This is leaving some companies with low manning and is adding to already existing retention and recruiting problems. Add to this mix the fact that the profile ofthe American family has changed dramatically over the last few decades so that organizations who want to keep qualified workers with families have to adjust the benefits offered to these families. The U.S. military is part ofthis mix and is examining how it handles itsjunior and career personnel and their families. This thesis looks at the retention challenges facing the United States Navy, and specifically how the Navy has used communications efforts to convince the quality Sailor to stay in the Navy. Specifically, this paper will: • Look at the problem ofretention facing the Navy today • Examine the use ofcommunication as one method to help solve the problem • Look at what the Navy has done so far in using communication to solve the retention problem • Evaluate the Navy's communication efforts to date • Propose a strategic communications plan for the Retention Team/Center