Armed Forces as an Employer of Choice: The Role of Gender and Person–Organization Fit

Many militaries are facing challenges in meeting recruitment goals and increasing the number of women in their ranks. The objectives of this study were to examine the gender-specific associations between Armed Forces (AF) employer knowledge dimensions (i.e., familiarity, job attributes, and reputation) and AF attractiveness as an employer as well as to assess the moderating effects of person–organization fit (P-O fit) between these associations. Participants included 1,955 potential applicants who completed an online survey on the Canadian Armed Forces’ image. Results from multiple-group analyses showed that P-O fit was the factor most strongly associated with AF attractiveness for both men and women. Results also suggested that P-O fit plays a moderating role for women in that a minimum level of P-O fit is necessary for perceived work–life benefits in the AF to positively affect attraction to a military career.