Before becoming DoD’s top civilian leader, Defense Secretary Lloyd Austin served in uniform for 41 years, retiring from the Army in 2016.

“One of the best decisions I made was to join the U.S. Army in 1975,” Austin says in a new video. “Today, military service offers incredible opportunities and generous benefits. Every day I’m proud that I joined, and I hope that you’ll think of joining us too.”

On Aug. 21, Austin invites everyone serving in uniform today, as well as veterans, military families, caregivers and more, to share their reasons for serving. Record a short video or share a photo or quote on social media with the hashtag #WhyIServe, and don’t forget to tag @SecDef and @DeptofDefense.

Since becoming defense secretary, Austin has been guided by three priorities—defending the nation, taking care of people and succeeding through teamwork.

“Over the past three years, the Department of Defense has worked tirelessly to grow our talent, build resilience and readiness and ensure accountable leadership,” Austin said in his message. “We have the best fighting force in history because our people—our men and women in uniform and our DoD civilian workforce. So, I want to hear your story: Why do you serve?”

This social media campaign comes as the Army and military as a whole deal with a challenging recruiting environment. The Army is revamping its recruiting workforce and looking for ways to better connect with young people today.

Army leaders, like Austin, also have encouraged soldiers, veterans and others to tell their stories and share their experiences serving in uniform.

They also have worked to dispel misconceptions about military service and promote the benefits and opportunities afforded to those who choose to serve—from almost 200 career options to 30 days of annual leave, 12 weeks of paid leave for new parents in uniform and health care and education benefits.

“The market research that we’ve done indicates that a lot of Americans just don’t understand the military, don’t understand all of the opportunities that the U.S. Army, in particular, offers,” Army Secretary Christine Wormuth said last year.