In the world of law enforcement recruiting, agencies often find themselves chasing trends, particularly the allure of viral videos. While the excitement surrounding these short-term solutions can be tempting, it’s crucial to understand their limitations and the need for a more sustainable recruiting strategy.
The Allure of Viral Videos
Recently, a police department gained significant attention by creating a flashy video which quickly went viral. This led to a surge in applications within weeks. However, this raises a critical question: is chasing viral content a viable long-term strategy for police recruiting?
According to Doug Larsen, CEO of SAFEGUARD Recruiting, the answer is no. He emphasizes that the definition of viral content is inherently short-lived. It can generate a lot of views and interest temporarily, but once the initial buzz dies down, the impact fades. Agencies need to avoid relying solely on such fleeting tactics.
Short-Term vs. Long-Term Solutions
Chasing viral success can lead to a misguided focus on immediate results rather than building a solid foundation for future recruiting efforts. Larsen points out that while a viral video may bring in a wave of candidates, it does not address the underlying issues of recruitment and retention within law enforcement.
Moreover, the influx of applicants resulting from a viral video does not guarantee quality candidates or successful hires. The real challenge lies in managing and processing these candidates effectively. Larsen argues that without a comprehensive onboarding and training process, the excitement generated by a viral campaign can quickly turn into a burden for the department.
Developing a Comprehensive Strategy
Instead of relying on viral videos, law enforcement agencies should focus on creating a comprehensive recruiting strategy that encompasses various elements. This includes:
- Building a Strong Employer Brand: Agencies need to establish a clear and attractive brand that resonates with potential recruits. This involves showcasing the department’s culture, values, and opportunities for growth.
- Engaging with the Community: Building relationships within the community can help agencies attract candidates who are genuinely interested in serving and protecting their neighborhoods.
- Utilizing Digital Marketing: Instead of chasing viral trends, agencies should invest in targeted digital marketing campaigns that effectively reach their desired audience.
- Implementing a Robust Hiring Process: Streamlining the hiring process and providing clear guidance to applicants can improve candidate experiences and increase the likelihood of successful hires.
The Role of Video in Recruitment
While Doug Larsen acknowledges that videos can play a role in recruitment, he cautions against using them as the primary focus of a campaign. Instead, videos should complement a broader strategy. For example, educational videos that guide potential recruits on how to prepare for physical tests or oral boards can be incredibly beneficial.
These types of videos can alleviate the stress associated with the application process and help candidates feel more prepared and confident. By providing valuable information, agencies can foster a sense of belonging and alignment with their department’s culture.
Data-Driven Decision Making
One of the most significant advantages of modern recruiting strategies is the ability to track and analyze data. Larsen emphasizes the importance of using data to inform decisions about recruitment tactics. By analyzing the effectiveness of various campaigns, agencies can identify what works and what doesn’t.
For instance, while a department may invest heavily in a viral video, the data may reveal that other methods, such as targeted digital ads, yield better results in terms of generating quality candidates. This evidence-based approach allows departments to allocate resources more effectively and maximize their recruitment efforts.
Success Stories and Lessons Learned
Larsen shares experiences from his work with various law enforcement agencies. In one case, a major client insisted on leading their recruitment campaign with a high-budget video. Despite their enthusiasm, the video failed to generate the expected interest, while a more straightforward digital advertising approach proved far more effective.
This situation illustrates a critical lesson: while flashy content can be appealing, it is often the more straightforward, targeted strategies that lead to meaningful results. Agencies must be willing to adapt and learn from past experiences to refine their recruiting efforts continually.
The Importance of Continuous Improvement
Recruiting in law enforcement is not a one-time effort but rather an ongoing process. Agencies need to commit to continuous improvement by regularly assessing their strategies and making necessary adjustments. This includes staying updated on best practices and exploring innovative approaches to attract candidates.
Ultimately, the goal is to create a sustainable recruiting pipeline that not only fills positions but also fosters a diverse and capable workforce committed to serving the community.
Conclusion
The excitement surrounding viral videos in police recruiting is understandable, but agencies must recognize their limitations. Building a robust, long-term recruiting strategy requires a focus on community engagement, strong branding, and data-driven decision-making. By prioritizing these elements, law enforcement agencies can ensure they attract the right candidates and build a department that reflects the values and needs of the communities they serve.
For those in law enforcement looking to enhance their recruiting efforts, reaching out to experts like Doug Larsen and SAFEGUARD Recruiting can provide valuable insights and guidance. It’s time to move beyond the allure of viral videos and invest in a comprehensive approach to recruiting that will stand the test of time.
