I'm over 40 and as a result I probably have nothing intelligent to say here. My one claim to relevance is thirty some years of service in the navy including service when the navy was really struggling to survive in the late seventies and early eighties (i.e. before the CPFs, MCDVs and Trumps).
Strangely enough while we had real equipment issues, morale was in my humble opinion generally higher than it is now. I can only really attribute this to one cause and that was that at that time no one in charge (i.e. senior officer, CPOs etc) tried to sell the navy as just another job. It was always presented as a challenge which not everyone could do. Things like parking and duty watches including cleaning stations were actually considered relatively trivial, compared to say .... the idea of being combat ready. If you were a sailor you were something special and staying awake nights, dealing with dirty toilets etc etc were part of that 'otherness' that separated us from everyone else.
Forgive me if I sound a bit like a cranky old man but parking?!!! For pity sake the vast majority of civilians out there take a bus to work. In their world parking is for VPs or CEOs!!! Most who drive to work and park, pay for it.
Recruiting, Retention will never come about if we try portraying the navy as just another career choice. It is a difficult, challenging life unlike any other. It can and should demand sacrifices, otherwise we could contract it out to the lowest bidder.
You know there is one western style military organization that doesn't have recruiting issues despite the combat loss of thousands in the last few years. That institution is called the USMC and while I much prefer being a Canadian sailor I believe we can learn something behind the idea that what we do is special, and that it cannot be done by anyone.
What we do is hard, it has its highs (eg. foreign ports, drug interdictions, boardings, firefighting etc etc) it also has its lows (cleaning stations). If you want just another job, go get another job.
OK OK rant over, sorry but crikey....