When it comes to law enforcement hiring, choosing the right partner to attract and hire qualified officers isn’t just about preference, it could be the difference between success and failure. As agencies across the country struggle to fill vacancies, one strategic decision stands at the center: Should a department hire a local marketing company or a specialized recruiting firm.
Both options have merit. But the differences are significant and consequential.
The Case for Local Marketing Firms
Local marketing companies offer one major advantage: proximity. They know the city. They know the culture. They can capture the aesthetic and emotional tone of the community in a way that feels genuine and homegrown. From familiar landmarks in photo shoots to crafting slogans that resonate with local values, these firms bring a boots-on-the-ground perspective that national vendors could lack.
They can also be highly responsive, meeting in person, attending community events, and pivoting quickly to local trends. For city governments aiming to boost community trust or highlight neighborhood policing initiatives, a local presence in branding matters.
But marketing is not recruiting and in all likelihood, your local community already knows who you are and that you are hiring. This rings true with many of our clients when they boast about their social media following but can’t understand why that hasn’t translated to more hires.
The answer is simple: Marketing works for marketing…not hiring.
The Recruiting Company Difference
Unlike marketing firms, recruiting companies are structured not just to tell the story of your agency, but to find and deliver applicants who are ready to serve. These firms specialize in building hiring pipelines, not just producing content.
Where marketing firms focus on website views, recruiting companies source candidates and applicants. The methods may look the same but they couldn’t be more different.
When we first heard from Philadelphia Police Captain John Walker, he expressed concern that a multi-million dollar marketing campaign, from a local company, had produced fewer applicants than before the initiative. He quickly understood that he needed a recruiting-centric approach and hired SAFEGUARD Recruiting to do this.
The results were immediate.
In the first eight weeks, the agency received 2500 candidates and two years later, they are averaging an additional 900 candidates every month, surpassing their hiring goal each year the recruiting campaign has been launched.
The Bottom Line
Law enforcement recruiting in 2025 is no longer about just looking good online. It’s about measurable outcomes: filling ranks with qualified, motivated officers. While a local marketing firm might help shape a polished image, that image alone won’t fill academy seats.
Agencies that have turned to recruiting companies, especially those operated by former law enforcement professionals, have reported significant increases in candidate volume, improved application conversion rates, and faster time-to-hire. The right firm won’t just deliver materials; they’ll deliver measurable progress toward full staffing.
Final Thought
Does your agency need immediate hiring results? It may be time to invest in a recruiting-first strategy. Consider partners who don’t just understand marketing but understand the mission of law enforcement.
Book a free consultation with SAFEGUARD Recruting today.
