Law enforcement agencies face unique challenges when it comes to recruiting new officers. When Philadelphia Police Captain John Walker contacted SAFEGUARD Recruiting for assistance, he was facing what some would call an insurmountable crisis of 1200 officers short. While we value our strong partnership with the agency, their success goes far beyond what most would think.
With a business background, Walker understood how to analyze their past efforts and he wasn’t afraid to challenge the traditional norms.
His multi-pronged approach has not only enhanced their recruiting efforts, but the agency continues to surpass the goals set by city leadership. Here are some key strategies that have contributed to their success:
- Analyze Previous Application Drives: Captain Walker examined the eight prior application drives to identify fail points and understand where improvements could be made.
- Streamline the Application Process: The previous application process was too lengthy, sometimes taking over 100 days for candidates to hear back. By streamlining this process, they now aim for a 35-day hiring timeline.
- Enhance Communication: Immediate communication with candidates post-application is crucial. They now reach out within a week to thank applicants and provide information on upcoming practice sessions and orientation dates.
- Market Effectively: Instead of relying solely on traditional marketing, they focus on digital campaigns that yield measurable results, emphasizing return on intention (ROI) to determine what works.
- Utilize Data Analytics: Understanding what marketing strategies attract applicants is vital. Captain Walker emphasizes the importance of tracking data to see what works and adjust campaigns accordingly.
- Revamp Branding: The public perception of law enforcement has shifted, and it’s essential to redefine what it means to be a police officer. This includes showcasing the positive aspects of policing beyond negative stereotypes.
- Incentivize Current Officers: Implementing a recruitment incentive program encourages current officers to refer potential candidates, thereby leveraging their networks to find new recruits.
- Implement a 360 Review: Conducting a comprehensive review of all recruiting processes helps identify bottlenecks and areas for improvement, ensuring a more effective approach.
- Collaborate with Human Resources: Working closely with the city’s Office of Human Resources allows for better coordination and faster processing of applications.
- Engage with the Community: Building trust and engagement with the community can help enhance the department’s image and attract candidates who want to serve and protect.
- Regularly Test Processes: Captain Walker emphasizes the importance of testing the recruitment process by applying as a candidate to identify areas for improvement.
- Stay Open to Technology Improvements: Exploring new software and technology solutions can streamline the application process and improve the overall candidate experience.
By adopting these strategies, law enforcement agencies can better navigate the challenges of recruitment and foster a more effective and engaged workforce. Captain Walker’s insights serve as a valuable guide for departments looking to enhance their recruiting efforts in today’s dynamic environment.
