Ukraine offers cash, perks and TikTok pitch to lure Gen Z into military amid troop shortage

Ukraine is offering unprecedented incentives, including hefty cash bonuses, free education and lifestyle perks to attract Gen Z recruits to its military as it faces a deepening manpower shortage in the ongoing war with Russia, according to a report by The Wall Street Journal.

Kyrylo Horbenko, now 19, was just 16 when he and his friends first tried to enlist. Though initially turned away for being underage, he joined the military as soon as he turned 18 in March 2023. His decision was driven not only by patriotism, but also by the Ukrainian government’s new “Contract 18-24” programme—a voluntary initiative targeting young adults with financial and social incentives for a one-year commitment.

Horbenko’s contract includes a $24,000 signing bonus, interest-free mortgage support, and opportunities for overseas travel. These benefits surpass the earnings of many veteran soldiers and are designed to make enlistment attractive to youth wary of long-term military service.

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As Ukraine’s war with Russia stretches into its third year, the country is grappling with dwindling numbers of eligible recruits. Most men aged 18 to 60 have either already served, gone into hiding or attempted to escape the country to avoid being drafted. Younger men had previously been largely exempt from conscription due to concerns over preserving the workforce.

The Contract 18-24 program is designed to be voluntary, offering lifestyle perks and short service periods in exchange for a year of military commitment. The initiative is marketed with TikTok-style campaigns and social media content tailored to Gen Z. Despite the buzz, uptake has been slow, with bureaucracy and family pressure deterring many.

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To address this gap, the government has introduced a package of benefits for 18- to 24-year-olds willing to sign a one-year contract. Alongside the hefty signing bonus, recruits receive monthly pay of nearly $3,000—about six times the national average—plus free university tuition and discounted healthcare. The recruitment campaign leverages social media platforms popular with Gen Z, including TikTok, with creative ads highlighting the financial advantages of joining.

Despite the incentives, only around 500 young adults have signed up so far, with many deterred by bureaucratic hurdles, family pressure, or fear of combat. Older soldiers have voiced resentment over the preferential treatment of these recruits, referring to them as “the millionaires” due to the lucrative bonuses.

Experts and soldiers alike suggest that longer mandatory service and improved military education might better address recruitment challenges. For some Ukrainian teens, like 19-year-old Oleksandr Bahach, the urgency is clear. “The bitter truth is that we’re losing this war,” he said, citing devastating losses in Bakhmut and Avdiivka. Bahach joined after seeing an ad for the 18-24 program and now trains alongside Horbenko for Ukraine’s elite 25th Airborne Brigade.

With no clear end to the conflict in sight, Ukraine’s efforts to entice its youngest generation to take up arms reflect both the country’s dire military needs and the complex choices facing its youth.