A new recruitment campaign by the British army is urging "phone zombies", "snowflakes" and "selfie addicts" to sign up.

In a series of posters and videos that were released on Thursday, the UK Ministry of Defence said it was trying to use such terminology to attract young people "looking for a job with purpose".

Ministry of Defence

The BBC pointed out that the poster designs "evoke the famous World War One image of the stern-eyed former British war minister Lord Kitchener", which told Britons "your country needs you".

Getty

The 2019 incarnations use 21st century terminology, calling on "me me me millenials" and "phone zombies" to serve their country.

In a statement, Major General Paul Nanson said "the Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief".

Our 2019 Recruitment Campaign is here!



The Army spots potential. Even if others don’t. #YourArmyNeedsYouhttps://t.co/mG1p8IxSjH — Army Jobs (@armyjobs) January 3, 2019

"We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful."

But not everyone is sold, with some on social media slamming the campaign.

Not sure why the British Army thinks insulting young people is a good recruitment tactic. What an awful campaign. pic.twitter.com/5DjI4GHVPq — Sarah Hayward (@Sarah_Hayward) January 3, 2019