The Australian Defence Force (ADF) has failed to meet its latest recruitment targets despite recording the highest intake in 15 years, driven partly by ads on TikTok and in video games. The ADF enlisted 7,059 full-time personnel in the 2024-25 financial year, falling more than 1,000 short of its target of 8,105.
According to a Department of Defence brief released under freedom of information laws, fewer than 10% of over 75,000 applicants were hired, with many dropping out due to a drawn-out process or failing to meet strict standards. Minister for Defence Personnel Matt Keogh acknowledged “teething issues” with recruitment contractor Adecco but said improvements have been made.
Retention has improved, with separation rates dropping to 7.9%, down from between 9% and 11% since 2012. As of 1 July, the full-time ADF workforce stood at 61,189, still short of the target of 69,000 by the early 2030s.
Keogh attributed the recruitment boost to targeted social media campaigns on platforms like TikTok and in video games, aimed at 17- to 24-year-olds. The ADF is also recruiting from overseas, with three New Zealanders joining so far and over 500 applications from Five Eyes nations.
The government is implementing recommendations from the royal commission into defence and veterans’ suicides, which Keogh said is important for improving perceptions of the ADF. The commission made 122 recommendations, including a body to help personnel transition to civilian life.
