Efforts to recruit women into the military services can be informed by successful efforts to recruit women into stereotypically male-dominated academic programs and other male-dominated professions. Authored by Insight’s military and veteran support team, the report provides an overview of the literature available on why people join groups and what contributes to success in a group context, followed by an overview of research on the successfulness of recruitment advertising and marketing campaigns in general. The report concludes with descriptions of marketing and advertisement campaigns that have been used to recruit women into male-dominated groups.