French Army launches “Can You Do It?” campaign to recruit tomorrow’s officers and non-commissioned officers

Amid growing personnel needs, the French Army is rolling out its new recruitment campaign “Can You Do It?”, targeting officers and non-commissioned officers to attract and train talented young individuals ready to take on meaningful missions.

In an unstable international context with heightened operational requirements, the French Army aims to recruit 16,000 new soldiers annually, including 2,500 officers and non-commissioned officers. Positions cover a wide range of fields such as maintenance, information and communication systems, and finance, with a particular focus on scientific and technical skills due to strong competition from the private sector.

Through this campaign, the Army emphasizes training and developing talent, allowing young recruits to quickly assume leadership roles. Command schools such as ENSOA and AMSCC enable recruits to become squad or section leaders, manage projects, and command teams, while promoting equal opportunity through the “social ladder” principle.

Running from September 27 to October 10, 2025, the campaign uses television, billboards, digital platforms, and social media (TikTok, Snapchat, META, BeReal). Three films highlight the reality of leadership roles and specific positions such as cyber defense, maintenance, and combat section leader. The videos, intentionally music-free, deliver an authentic cinematic look to reflect soldiers’ daily life.

With the interrogative slogan “Can You Do It?”, the French Army directly challenges young people to test their ability to take on responsibilities and serve the Nation. The campaign is also part of the Army’s updated employer identity, aimed at clearly communicating the opportunities and commitments offered to future recruits.

©2025 – IMPACT EUROPEAN

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Gabriel MIHAI

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