The Ukrainian military unit turning to social media to draw in recruits

"Here, there aren't just combat positions, there are also jobs that involve interacting with civilians. We are fortunate to have an excellent communications team at Khartiia, with designers, photographers, people from the world of communications - in short, specialists. I have always thought of Kharkiv as a capital for this kind of expert, and it is of course a shame that they have arrived here in such circumstances, but it is also great to have the best people working with us in the army."

"When the invasion began, I was reporting from the front line and talking about the occupied territories. Then I thought it was time for me to get involved. The two men chose Khartiia over other units precisely because it would allow them to continue using their civilian skills in the service of the army."

The 13th Khartiia National Guard Brigade in Kharkiv employs marketing strategies and cultural events to recruit civilians into military service, emphasizing that military roles extend beyond combat positions. Sergeant Sasha Zhylyaev, formerly a DJ and café owner with marketing experience, leads communications efforts. His colleague Dmytro, a former freelance journalist, joined specifically because Khartiia offers positions utilizing civilian expertise. The brigade, founded in 2022 by businessman Vsevolod Kozhemyako, has assembled a specialized communications team including designers, photographers, and communications professionals. This approach demonstrates how the military integrates civilian skills into organizational operations while encouraging broader recruitment beyond traditional combat roles.

Read at RFI