For the first time in seven years, the Wisconsin Army National Guard Recruiting and Retention Battalion (RRB) announced that it successfully met its annual recruiting target in 2024. In recent years, the tough recruiting environment has been shaped by national trends such as a strong economy, low unemployment, a pandemic and shifting attitudes toward military service.
In her final year of leading the RRB team, Lieutenant Colonel (LTC) Shannon Hellenbrand and Command Sergeant Major (CSM) Chris Beron’s approach to rebuilding and mentoring the recruiting team played a pivotal role in this achievement. Hellenbrand states, “We focused on creating an environment fostering trust, accountability and a winning culture by investing in leadership and team development. We implemented a robust training program and removed administrative burdens for our recruiters. By encouraging continuous growth and creating a team-oriented culture, we were able to turn things around.”
A Critical Turning Point
The Wisconsin Army National Guard has faced multiple challenges over the ten years, including a shrinking pool of eligible candidates due to stricter physical and medical standards. Additionally, the pandemic interrupted traditional recruitment efforts, with schools and public events — two primary recruitment sources — closing temporarily. Despite these barriers, the recruiting team embraced new strategies to connect with potential enlistees.
By focusing on personalized mentorship, creating flexible opportunities for service members and developing a stronger and more integrated marketing campaign, the recruiting team has engaged a wider range of recruits. This increased messaging and flexibility helped them to accommodate recruits with childcare, career, and educational opportunities, ensuring that enlistment remained a viable option for diverse individuals.
LTC Hellenbrand adds, “It’s about showing potential recruits how military service can fit into their lives while providing opportunities for growth and stability.”
Despite these obstacles, leadership, culture and vision played a vital role in the successful recruitment campaign, a feat that had eluded the Wisconsin Army National Guard for nearly a decade.
A Bright Future for the Wisconsin Army National Guard
CSM Beron notes, “The success of meeting our state recruiting target is not just a numbers game; it ensures that the Wisconsin Army National Guard remains strong and ready to respond to both state and federal needs.”
Whether assisting in natural disasters, public safety efforts, or overseas deployments, a fully staffed and prepared Guard is crucial for supporting both Wisconsin and the nation.
LTC Hellenbrand adds, “This achievement is a direct result of the dedication and hard work of our recruiting team and the trust our recruits and our communities have placed in us. We are incredibly proud of what our team has accomplished and excited to see what the future holds for the Wisconsin Army National Guard.”
