Implications for Recruitment and Promotion Activities in the Regional Context of Diverse Enlistment in Military Studies

Abstract

The aim of this study is to assess the significance of regional variations in recruitment for military studies and to determine whether geographical factors constitute a key consideration in planning recruitment, promotional, informational, and educational activities. The study was conducted using the largest academic military institution in Poland as a case study, based on data on recruitment results for the years 2021–2025. The purpose was to identify how information on the origin of admitted candidates can support decision-making about targeting promotional campaigns, identifying regions with high recruitment potential, and diagnosing areas requiring intensified informational activities aimed at young people making educational and career decisions.The study used administrative data on the number of people admitted to military studies, cross-referenced with demographic data of people aged 18–24 years. The analysis used annual trends, the share of voivodeships in national recruitment, regional concentration indices, a comparison of 2025 with the 2021–2024 average, and the segmentation of provinces according to recruitment scale and growth trends. The results indicate that between 2022 and 2024, recruitment was heavily concentrated in the Mazowieckie Voivodeship, but 2025 brought a marked reduction in this concentration. Crucially, when accounting for the population aged 18–24, the highest admission rates were recorded in the Warmińsko-Mazurskie, Świętokrzyskie, Lubelskie, Mazowieckie, and Kujawsko-Pomorskie Voivodeships. This demonstrates that absolute terms lead to an incomplete assessment of regional potential.The article focuses on presenting a novel research methodology and demonstrating that regional data serves as a practical tool for market segmentation in student recruitment. The proposed method helps identify key target areas for promotional activities and facilitates the design of tailored initiatives for candidates entering military service. Consequently, this approach holds significant value for recruitment management, pedagogical reflection on educational pathways, youth career guidance, and training personnel for institutions responsible for national security.