The advertising recruitment of blacks to the U.S. Coast Guard officer corps

This study examined the job attributes considered most desirable by black collegians in selecting post-graduate employment, with specific reference to employment in the U.S. Coast Guard. A measurement technique based on the theoretical assumptions of symbolic interactionism, tradenamed Galileo, was used to measure subjects' cognitions regarding jobs. Procedurally, this required the determination of subjects' domain of discourse about jobs. The domain of dis course was identified through a series of open-ended interviews with a random sample of black juniors and seniors at The University of Tennessee, Knoxville (UTK). Using the established domain of discourse, a Galileo-type questionnaire was subsequently devised to ascertain the perceived differences among job attributes in the domain. To establish a frame of reference for the domain, the concepts "U.S. Coast Guard" and "yourself" (representing the aggregate black) were added. The Galileo-type questionnaire was administered to a second random sample of black juniors and seniors at UTK. Data from the questionnaires were encoded and entered into the Galileo computer program and its special "Automatic Message Generator" (AMG) routine.

Results of the computer analysis provided maps of concept relationships that were visually interpretable. Additionally, the AMG routine developed message solutions that could be used to attract blacks to the Coast Guard. The most effective message solutions were those which emphasized "comfortable working conditions" and any of the more tangible job rewards such as "promotion opportunities" and "good salary and benefits." Use of these solutions was the recommended basis of future Coast Guard advertising recruitment campaigns.