Here is a common frustration: An agency spends time creating a nice-looking flyer for their upcoming testing process. They post it on the department’s official Facebook and Twitter pages. They sit back and wait for the applications to roll in.
And nothing happens. A few “likes” from officers already working there, maybe a comment from a resident complaining about a parking ticket, but zero qualified leads.
Many chiefs mistakenly believe that “being on social media” equals “digital recruiting.” It doesn’t. Posting organically to your existing followers is useless for finding new talent because the people following your page aren’t the people looking for a job.
Organic Reach is Dead: You Must Pay to Play
Social media platforms are “pay-to-play” environments for businesses and government entities. If you don’t put advertising dollars behind a post, almost no one outside your immediate circle will see it.
Effective recruiting requires paid social media advertising. This allows you to take that same flyer or video and force it into the feeds of people who don’t follow your page—specifically, fit individuals aged 21-35 within a 50-mile radius of your jurisdiction.
Stop Posting Mugshots, Start Posting Stories
Look at your agency’s social feed right now. Is it 90% crime reports, mugshots, and road closures?
If so, you are signaling to potential recruits that the job is entirely negative. Your recruitment marketing needs to be separate from your public information feed. You need a dedicated “careers” channel that highlights the human side of the job: officer spotlights, training videos, community outreach outcomes, and the camaraderie of the firehouse or precinct.
Video is King
Static images get scrolled past. Video stops the scroll. You don’t need a Hollywood production budget. Authentic, raw video shot on a smartphone showing real training or a genuine testimonial from a rookie officer often performs better than polished, expensive commercials.
Stop shouting into the void on social media. Safeguard Recruiting manages high-impact, paid social advertising campaigns that put your message in front of the right candidates.
Contact us to start running ads that convert.
