Wednesday 22 April 2015

Clarie, Joelle, Graci: Social media-created 'recruitment bait' arms race escalates

It started with this Cyberpioneer Facebook post:

What does Military Expert (ME) 1 Clarie Teo enjoy, when she is not busy keeping ship engines running in tip top...
Posted by cyberpioneer on Sunday, April 5, 2015 called it "the ultimate recruitment bait video".

Wanna join the navy? :-P
Posted by The Singapore Daily on Monday, April 6, 2015

It went viral and the idea that it's a recruitment ad stuck.

Here are some questions about the Singapore Navy's eyebrow-raising video.
Posted by Yahoo Singapore on Tuesday, April 7, 2015

As I've tried explain in my column, it was not intended as a recruitment ad.

That was two weeks ago.

Then Alvinology posted this:

The Singapore Army fights back! Look! They have a pretty girl with a higher rank than the Navy's ME2 Clarie Teo!...
Posted by Alvinology on Saturday, April 18, 2015

Other sites followed suit:

The Singapore Army is having a go at it after the Navy pulled it off successfully.
Posted by on Sunday, April 19, 2015

Move aside, ME1 Clarie Teo.
Posted by Yahoo Singapore on Sunday, April 19, 2015

At least it's an actual recruitment ad.

And so the social media-created charms race began.

ok now finally the airforce has answered the Navy and Army chiobu challenge. With this 8:49 2.4km. Will the Navy and...
Posted by KNN - Kaki News Network on Tuesday, April 21, 2015

So recently the Singapore Navy had started features: ME1 Clarie Teo, follow by Singapore Army, 2LT Joelle Cheong and...
Posted by Lovely Singapore on Tuesday, April 21, 2015

The Republic of Singapore Air Force is indeed above all.
Posted by on Tuesday, April 21, 2015

Even the Home Team has been dragged into it:

Ok SAF do finish liao, its time for home team.What do you think? Leave a comment and let us know your thoughts! Please follow and support
Posted by KNN - Kaki News Network on Tuesday, April 21, 2015

And it all started with this non-recruitment ad:

ME1 Clarie Teo is just one of many women from Mindef who have been featured on the back page of Pioneer magazine. It's sort of like the magazine's centrefold but on the back page. And the models keep their clothes on.

Cyperpioneer then took it to the next level by producing the makeover videos.

Since we're so enamoured with women in the military at the moment, let's just get it all out of our system once and for all:

CPT Mailyn Sim May Rong, 25, Assistant Operations Officer, RSS Intrepid
Cyberpioneer, 27 Feb 2015

Wong Tien Kwan, 27, Total Defence Engagement Executive, Nexus
Cyberpioneer, 30 Jan 2015

CPT Katie Lin, 25, Staff Officer, Joint Operations Department
Cyberpioneer, 29 Dec 2014

CPT Joyce Xie, 31, Apache pilot, 120 SQN
Cyberpioneer, 29 Sep 2014

ME 2-1 Rain Teo, 26, Marine Engineering Specialist, RSS Intrepid
Cyberpioneer, 30 Jul 2014

Sally Xie, 23, Staff Officer, Human Resource Systems Department
Cyberpioneer, 24 Jun 2014

ME1-1 Latha Ramaya, 21, Navigation Specialist, RSS Tenacious
Cyberpioneer, 28 May 2014

Joy Wong, 26, Media Relations Officer, MINDEF Public Affairs
Cyberpioneer, 29 Jan 2014

Eliza Martoyo, 24, Asst Production Services Manager, SAF MDC
Cyberpioneer, 27 Dec 2013

CPT Vivien Lee Ying Na, 24, Platoon Commander, 48 SAR
Cyberpioneer, 26 Nov 2013

ME4 Olive Lim, 24, Medical Company Team OIC, Army Medical Training Centre
Cyberpioneer, 30 Jul 2013

Fiona Ang, Staff officer, Naval Personnel Department (NPD)
Cyberpioneer, 25 Jun 2013

ME1 Melissa Lim, 24, Navigation operator, RSS Dauntless
Cyberpioneer, 29 May 2013,

ME2 Joanne Tan, 31, Air Force engineer,
Air Engineering & Logistics sqn, UAV command

Cyberpioneer, 26 Mar 2013

LTA Nur Atiqah, 24, Platoon Commander, Officer Cadet School
Cyberpioneer, 30 Oct 2012

CPT Tong Wei Lynn, 1st Battalion, Guards
CyberpioneerTV, Oct 23, 2014


Into the Fray - The Making of a Female Soldier
CyberpioneerTV, Jan 22, 2015