Far from the trenches, at orderly new centers across Ukraine, civilian recruiters armed with laptops and info packs offer patriotic volunteers opportunities to join the war. As Ukraine’s efforts to conscript enough men to fight Russia are stymied by public scepticism, defence officials and military units are embarking on a multi-pronged charm offensive to recruit a citizens’ army to resist the invasion. This softer call-up is being conducted on job-search sites and outreach centres, as well as billboards and social media, and offers a wartime novelty: an element of choice. Candidates can select their precise unit and roles suiting their skills, for instance, as well as how long they will serve.

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