In the world of police recruiting, navigating through various marketing and recruitment strategies can often be confusing. With numerous companies offering their services, it’s crucial to discern which ones genuinely deliver results and which ones merely provide a facade of effectiveness.
The Reality of Police Recruiting
Recruiting in law enforcement is not just about filling positions; it’s about finding the right candidates who are genuinely interested in serving their communities. However, the landscape is dotted with companies that claim to be recruiting experts but often offer little more than marketing services. This confusion can lead to frustration among law enforcement agencies, especially when they invest significant resources without seeing tangible results.
As Doug Larsen, CEO of SAFEGUARD Recruiting, highlights, that many organizations are misled by companies that label themselves as recruiting firms while they simply provide marketing solutions. This misalignment can lead to a waste of time and money, leaving agencies with little to show for their investment.
The Importance of Genuine Recruitment
When it comes to effective recruiting, agencies must prioritize genuine recruitment strategies over marketing hype. It’s essential to understand that recruiting requires a different approach than marketing. While marketing can generate awareness, recruitment focuses on engaging potential candidates and providing them with the information they need to make informed decisions.
Doug emphasizes that when agencies partner with SAFEGUARD Recruiting, they gain access to actual candidates—individuals who are interested in law enforcement careers. This is a stark contrast to many other firms that focus solely on impressions or website clicks, which do not translate into qualified applicants.
Avoiding the Pitfalls of Misleading Marketing
One of the significant challenges in police recruiting is the tendency for agencies to fall for flashy marketing tactics. Companies may present beautiful websites, engaging videos, or impressive statistics about website traffic, but these elements do not guarantee successful recruitment outcomes. Agencies must recognize that the effectiveness of a recruiting campaign is measured by the quality and quantity of candidates it produces.
Doug shares an anecdote about a potential client who requested a video of people fishing on a lake. While such content may look appealing, it does not address the core need of recruiting qualified personnel. This highlights the disconnect between marketing desires and the actual requirements of effective recruitment.
How to Evaluate Recruiting Companies
To ensure that an agency is genuinely investing in effective recruitment, Doug recommends asking one straightforward question: “How many people will you send me, and how much will it cost?” This question cuts through the marketing jargon and focuses on the core goal of recruitment—obtaining names, emails, and resumes of potential candidates.
If a company cannot provide a clear answer to this question, it is likely not a legitimate recruiting firm. Instead, they may be more focused on generating traffic and impressions rather than delivering actual candidates. Agencies should be wary of companies that cannot articulate a clear recruitment strategy and its associated costs.
The Role of Education in Recruitment
Many agencies may not fully understand the nuances of effective recruitment, which is why education plays a crucial role in the process. Doug emphasizes that understanding the differences between marketing and recruitment strategies is the key.
By providing insights into effective recruiting methodologies, agencies can make informed decisions about their recruiting efforts. This educational approach empowers law enforcement agencies to recognize the value of genuine recruitment strategies and avoid getting caught up in the allure of marketing tactics that do not deliver results.
Conclusion: Making Informed Decisions
The challenges facing police recruiting are significant, but they are not insurmountable. By prioritizing genuine recruitment efforts and asking the right questions, agencies can find effective partners that will help them staff up successfully. The key lies in distinguishing between marketing and recruitment, understanding what truly drives effective hiring, and making informed decisions based on that knowledge.
As Dr. Travis Yates concluded, “We don’t have a recruiting crisis; we have a decision crisis.” By focusing on the right strategies and approaches, law enforcement agencies can overcome the hurdles in recruiting and build the teams they need to serve their communities effectively.
