To connect with the next generation of submariners, the US Navy has launched an innovative online campaign on Reddit. This interactive scavenger hunt, known as the “Subreddit Hunt,” aims to engage users who can solve puzzles and follow complex clues to complete various tasks.
The campaign, which kicked off in October, aims to draw in potential recruits for submarine-specific positions, a sector that has traditionally faced difficulties in finding candidates.
The initiative is hosted on the Navy’s Reddit account, AmericasNavy, and involves a role-playing game where participants must decipher codes, solve riddles, and search for hidden clues across the platform.
The campaign is part of the Navy’s broader strategy to reach younger, tech-savvy individuals, particularly Generation Z, by engaging them in a medium they frequently use.
By turning to Reddit, the Navy hopes to tap into a niche audience that might otherwise overlook military service, particularly in specialized roles like submariners.
This new recruitment initiative is part of a broader trend in which the military is using unconventional media to engage with potential recruits.
In recent years, various branches of the armed forces have embraced platforms like Facebook, Twitter, and even YouTube to engage with younger audiences. However, the Subreddit Hunt stands out due to its focus on interactivity and problem-solving rather than more conventional advertisements.
According to Rear Admiral James P. Waters, commander of Navy Recruiting Command, the campaign is designed to attract “the best and brightest future sailors, including submariners.”
Waters emphasized the Navy’s commitment to reach potential recruits through innovative and engaging methods on digital platforms, which are becoming increasingly important in modern recruitment efforts.
VML, the agency responsible for the Subreddit Hunt, has stated that the campaign name is a play on Reddit’s thousands of “subreddits,” or individual community forums dedicated to specific topics.
The campaign aims to identify those with a passion for solving puzzles and other complex tasks — traits that align with the skills required for submarine service.
While this is not the first time that the Navy has advertised on Reddit — the service began using the platform for recruitment purposes in 2018 — the Subreddit Hunt marks a more targeted approach.
Over the years, the Navy has developed a distinct voice and style tailored to Reddit users. It even embraces the platform’s unique culture by participating in events like “May the Fourth,” a nod to Star Wars fans.
A Reddit Scavenger Hunt
The campaign will feature five missions on Reddit, one released each week. Two missions have already been unveiled, and the remaining ones will continue to be rolled out throughout the month. The final mission is set to launch on October 28.
The US Navy’s first mission on Reddit draws inspiration from a significant historical event in 1958, retracing the USS Nautilus’ journey from Pearl Harbor to Europe via the North Pole.
The mission presents players with redacted logs that, when clicked, reveal hidden text. These logs include geographical coordinates and a cryptic code that participants must solve to advance.
A message accompanying the mission reads, “Information for specialized enlisted sailors. Analyze classified headings. Identify beginner coordinates. Bubblehead start.” It concludes with an invitation for players to send a direct message upon completion: “Welcome aboard, Sunshine.”
A second mission, “Directive Earshot,” was released on October 6. In this task, participants assume the role of a sonar technician aboard a submarine and analyze an audio recording of intermittent beeps.
The mission brief directs players to “Listen for silence. Review all channels and sort through data tracks. Relay mute assistance.”
Upon solving the puzzles, participants are instructed to send their answers via direct message to the AmericasNavy account. This private interaction allows Navy recruiters to identify and reach out to successful players.
Through this interactive scavenger hunt, the Navy aims to attract potential recruits in unexpected and engaging ways, leveraging the power of social media to connect with potential recruits.
The Navy hasn’t specified a target number for potential submariners through this campaign. Instead, the primary aim is to reach qualified individuals who may be unfamiliar with the opportunities a career in the Navy’s “Silent Service” offers.
Recruitment Of Navy Submariners
The US Navy values its submarine force highly, considering it one of the most elite and specialized units in the military. Charlie Spirtos, a spokesperson for the Navy’s Office of Information, explained that recruiting highly skilled individuals for submarine duty was a top priority.
While the Navy has over 380,000 active-duty personnel, only a small fraction serve aboard submarines. Fewer than 20,000 enlisted and commissioned officers make up the submarine force, which accounts for about 5% of the entire Navy.
Becoming a submariner requires rigorous training. Both enlisted sailors and officers undergo nearly two years of nuclear-specific education heavily focused on science and mathematics.
According to Spirtos, it takes a very particular type of person to qualify for submarine service: someone with a blend of intelligence, curiosity, and determination.
The technical nature of the job, combined with the mental fortitude needed to navigate long periods underwater, makes it a unique career path.
Nuclear-powered submarines are equipped with some of the Navy’s most advanced technology, and ensuring the warship operates smoothly requires precise coordination across multiple complex systems.
To tap into the skillsets required for submariners—technical expertise, mathematical aptitude, and mechanical proficiency—the Navy has explored creative recruitment strategies, such as the Reddit scavenger hunt.
Furthermore, the demanding skill set needed means that life as a submariner isn’t suited for everyone. The challenges are immense, both mental and physical. Submariners must cope with long periods of isolation, as the vessel remains submerged for weeks or even months, cutting off access to natural light and fresh air.
The lack of communication with the outside world, coupled with erratic shifts and a disorienting sense of time, often deters potential recruits.
Generation Z, in particular, is less inclined to choose this path, as many young people value constant connectivity with family and friends, something not feasible aboard a submarine.
Additionally, last year, it was also reported that the UK’s Royal Navy faces recruitment challenges in attracting submariners, primarily due to the preferences of Generation Z, who are reluctant to be detached from their smartphones.
This initiative was launched following the Navy’s success in meeting its 2024 recruiting goal of 40,000 new sailors after years of falling short.
While the Navy has not officially disclosed any specific shortage in submarine enlistments, retention rates for submariners have been consistently higher than the overall Navy average.
For example, in 2020, the retention rate within the submarine community was 64%, significantly higher than the Navy’s overall retention rate of 54.3%. Although the gap between the submarine force and the broader Navy has narrowed, submariners maintain a stronger retention rate.
In 2023, the retention rate for submariners stood at 58.3%, compared to the Navy’s overall rate of 55.4%. The strong retention rates indicate that although attracting recruits is difficult, those who enter the submarine force frequently decide to remain, reflecting the distinct dedication and fulfillment associated with serving in this challenging area.
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