I would say that people join the Canadian Armed Forces for very different reasons. Everybody in the Canadian Armed Forces feels a very strong sense of service and a sense of the obligation they signed up for—what they're doing for their fellow Canadians, going forward. That probably doesn't exist for most people as they're walking into a recruiting centre. It's what you find when you get into the Canadian Armed Forces and start to feel the effects of the missions and of the support you provide.
The first part, when it comes to attraction.... It's probably about attracting people to the opportunities the Canadian Armed Forces offers to them as they look to a career. Then, as they're in the Canadian Armed Forces, they start to feel and see the sense of community and sense of obligation.