The Los Angeles-class, fast-attack submarine USS Springfield transits Apra Harbor, Naval Base Guam, on June 29, 2024. (James Caliva/U.S. Navy)
WASHINGTON — The Navy has launched a high-tech scavenger hunt on a popular social media platform meant to draw in its next generation of submariners.
The service’s interactive marketing campaign, which is available on the Reddit account page AmericasNavy, encourages users to decipher codes and search for clues to complete command directives. The campaign is the latest tactic to target submarine-specific jobs, a niche community of sailors that can prove difficult to recruit.
“The sailors who operate and maintain Navy submarines are among the most skilled and elite in all the U.S. military and filling their ranks with exceptional new sailors is a priority for the Navy,” said Charlie Spirtos, a spokesman for the Navy’s Office of Information.
The Navy boasts a force of more than 380,000 active-duty enlisted and commissioned officers. But few recruits go on to become submariners, according to Navy Recruiting Command. There are fewer than 20,000 active-duty enlisted and commissioned officers who serve as submarine sailors, making up about 5% of the overall Navy force.
To become a submariner, sailors — enlisted and commissioned officers — require about two years of nuclear-specific education that is science and mathematics heavy.
“It takes a special kind of person to be a Navy submariner — only a small percentage of future sailors qualify to serve on a submarine. As such, finding the next generation of submariners means finding individuals who possess a unique blend of intelligence, curiosity and drive,” Spirtos said.
Sonar Technician (Submarine) 3rd Class Kevin Boyd reviews an antiterrorism manual aboard the Los Angeles-class, fast-attack submarine USS Santa Fe on May 1, 2024. (Aaron Smith/U.S. Navy)
Submarines are some of the Navy’s most secretive vessels, packed with leading-edge technology and combat systems. The intricate machinery aboard a nuclear-powered submarine is complex, and navigating the warship through the dark ocean requires pinpoint accuracy and the careful coordination of multiple systems, Spirtos said.
The Reddit scavenger hunt seeks to tap into such skills — technical and analytical proficiency and an aptitude for mathematics and mechanics.
The first mission on the social media site is based on a historic journey made in 1958. It follows the USS Nautilus on its way to Europe from Pearl Harbor via the North Pole. The directive appears in the form of redacted logs, which players can click on to reveal the text. The log features longitude and latitude coordinates and a cryptic code meant to be deciphered by players.
“Information for specialized enlisted sailors. Analyze classified headings. Identify beginner coordinates. Bubblehead start,” the post reads. “[Direct message] upon success. Welcome aboard, Sunshine.”
The second mission — Directive Earshot, released Sunday — has the user assume the role of a sonar technician on a submarine and listen to an audio file of a series of beeps. The user is asked to analyze the audio signals.
“Listen for silence. Review all channels and sort through data tracks. Relay mute assistance,” it reads.
After players decipher the codes, they must privately message their response to the AmericasNavy account. The private message enables recruiters to get in touch with players who successfully completed the mission.
“While the Navy utilizes a range of digital and social media platforms to recruit submariners, Reddit is one of the most visited websites in the world and widely popular with 17- to 24-year-olds, the Navy’s primary recruiting demographic. Subreddits in particular provide a unique framework to engage with like-minded communities in compelling and unexpected ways,” Spirtos said.
The Navy has launched a new recruiting campaign to draw in its next generation of submariners from popular social media platform Reddit. (Screenshot from Reddit)
The Navy did not say how many potential submariners it aims to recruit with this campaign, instead stating the overall goal is to reach qualified individuals who might not be aware of what a Navy submarine career entails or understand the skill set required to join the Navy’s “Silent Service.”
The Navy established its Reddit account in 2018. The service has increasingly become more active on social media platforms such as Reddit, Instagram and Facebook to reach younger generations. Additionally, the Navy has worked with science-focused YouTubers and social media influencers, inviting them aboard warships for a video blog of what it is like to be a sailor.
The Reddit scavenger hunt was released on the heels of the sea service meeting its 2024 recruiting goal of 40,000 after years of falling short in attracting new recruits. While the recruiting command did not say whether there is an enlistment shortfall in submarine sailors, the command noted retention rates for those sailors has been higher than the service’s average for the last four years.
In 2020, the submarine community had a 64% retention rate, compared with the Navy’s average of 54.3%. In recent years, the gap between the two has significantly closed but the submarine community maintains a higher retention rate. This year, the niche community had a retention rate of 58.3%, compared with the Navy’s average of 55.4%.
There will be five missions on Reddit — one released each week. Two have already been released. The final mission is scheduled for Oct. 28.
The recruiting campaign was created in coordination with advertising agency VML, which is in a five-year contract with the Navy that will end in 2026.
