If you are a Chief in a small town or rural county, recruiting feels like an uphill battle. The major metropolitan agency an hour away is offering a $20,000 signing bonus, a massive take-home fleet, and twenty specialized units. You can’t match their budget.
The good news? You don’t have to.
Trying to out-spend a large agency is a losing strategy. Instead, small agencies need to lean into their unique strengths. You aren’t selling a high-volume, high-stress urban environment; you are selling a lifestyle, community connection, and a faster path to making a real impact.
Sell the Lifestyle, Not Just the Paycheck
Not every cop wants to run call-to-call for 12 hours straight in a dense urban environment. Many are looking for the very things small towns offer: lower cost of living, safer neighborhoods for their families, and a true connection to the community they serve.
Your marketing needs to highlight this quality of life. Showcase officers who live in town, coach Little League, and know the business owners by name.
Highlight Faster Opportunities
In a 2,000-officer department, a recruit might be just a number for years, stuck on unpopular shifts waiting for a slot in a specialized unit.
In a 30-officer department, they can make an impact immediately. Highlight the ability to wear multiple hats, get specialized training sooner, and have direct access to command staff. For motivated self-starters, the lack of bureaucracy in a small agency is a major selling point.
Targeted Marketing is Key
Don’t blast your job openings to the whole state. Use geofenced digital advertising to target specific demographics:
- People moving from high-cost-of-living urban centers to your more affordable area.
- Lateral hires at large agencies suffering from burnout who are looking for a change of pace.
Small does not mean disadvantaged. Safeguard Recruiting helps smaller agencies craft unique employer brands and targeted marketing campaigns that find the right fit for your community.
Let’s discuss your small agency strategy.
