Law enforcement has a problem—officers are retiring and leaving at a record rate, and the profession is not seeing the number of new applicants once seen in the past.1 Some agencies are struggling to staff at a safe level, and the overall experience level of officers is dropping due to the increased resignations and retirements of veteran officers. However, law enforcement is too important to fail—it’s not an option to sit idly by and admire the problem; it must be solved.
Most agencies have turned to social media, hoping that it’s a magic bullet to attract applicants while also connecting to people within their jurisdictions. However, agencies need to have a plan in place to do this outreach the right way. Leaders need to consider their agencies’ current presence on social media. What platforms are they on? What are the agency’s posts about? Are they just reporting the facts about what the agency does and sprinkling in a few recruiting ads in the hopes it will produce something? Ultimately, what is the goal for being on social media? And why does being able to answer that question intelligently have anything to do with recruiting and retention?
In order to properly connect with potential applicants and the public, an agency needs to develop its brand on social media.
In order to properly connect with potential applicants and the public, an agency needs to develop its brand on social media. Well-known leadership speaker and author Simon Sinek said, “People don’t buy what you do, they buy why you do it.”2 A law enforcement agency can’t build its brand by just giving the facts and hanging out a help wanted sign. That will give people the facts, and they will be informed, but they may not buy into it. If the agency’s brand is built in a way that explains not only what its people do but also why they do it, people will start to understand the motivation, and they will start to engage and “buy” the brand.
Psychologist Abraham Maslow hypothesized that a need fulfilled ceases to be a motivator.3 Many people coming into law enforcement right now are motivated by those needs that are at the top of Maslow’s famous hierarchy of needs: achievement and purpose. That is what they are searching for in employment. But so often, law enforcement doesn’t tell the stories that illustrate how agencies are encouraging their current employees to achieve their purpose and fulfill their mission as law enforcement agencies. They simply report facts, even on social media.
If achievement and purpose are what motivates someone to pursue a career in law enforcement, then agencies must develop a brand that revolves around those two things. If this is done, job seekers will be drawn to the profession, and everyone will better understand the motivation to do the work officers do.
Purpose on Display
Social media posts about law enforcement activity are commonplace, but agencies need to reframe actions and go beyond just the facts. For example, to report a DUI saturation patrol, start the post or the media release by explaining the “why,” for example:
In the past three weeks we have experienced the loss of three of our citizens in two separate fatality accidents where alcohol was involved. The tragedy of those two events will have a lasting impact on family, friends, first responders, and the entire community. We are consistently working towards making our community a safer place where everyone can thrive. Please, don’t drink and drive. We want to avoid these tragedies, and we don’t want to arrest you for DUI. However, to prevent another tragedy, we will be conducting a DUI saturation patrol on…
The language can be adapted for any post concerning a law enforcement action. Explaining why the agency is doing what it’s doing builds a brand that attracts potential applicants to that mission and those goals. It also shows that the police agency is a community stakeholder that empathizes with and cares about those it serves.
Show and Tell the Good Stories
Countless times each day, in cities across the globe, law enforcement officers and other departmental personnel go above and beyond the call of duty. Agencies should highlight those efforts through pictures, videos, and stories to better develop their brand. Redact names from thank you letters that are sent by community members and post those along with a picture of the officer. Post videos from events the department is attending. Show the impact the police make in the community in a variety of ways.
There are other opportunities to grow the agency’s brand by showing the types of people who already work for the agency. When possible, and with their permission, interview people whose lives were changed for the better by a DUI arrest or someone who got the help they needed because an officer spent extra time to get them in touch with needed resources. Posts could also feature officers who, in their off-duty time, volunteer for an animal rescue or serve part-time in the military. There are a lot of stories of officers buying food, clothing, or toys for someone in need that could also be shared.
By showing and telling these stories, the organization will be seen as a place where people can do things that make their corner of the world a better place and be recognized for their achievements. This is what the organization is already made of—the agency just needs to advertise it. Then, at the end of those posts, agencies can add a subtle recruiting hook like, “These are the types of people who wear our badge. Would you like to have the freedom and opportunity to make an impact like this every day? Join us!” Then add a link that leads directly to the application.
Partnering with Your Community
There are numerous organizations within every jurisdiction that are doing a lot of meaningful work. Often, law enforcement partners with them to provide follow-up care for those who are in need. Law enforcement agencies can use social media platforms to tell their partners’ stories as well. This provides a multitude of benefits. First, it makes people aware of the services other organizations provide. Next, it shows the law enforcement organization cares and does what it can to get follow-up care for community members when needed. Lastly, if the partner organizations don’t do this on their own, agencies can ask them to share the posts and post their own good stories about the partnership they have with law enforcement. Consistency in messaging and volume help build the agency’s brand in the community.
Similarly, law enforcement agencies can also promote other organization’s needs and provide value. For instance, they can set up a weekly “Adopt a Pet” day where a dog or cat that is waiting to be adopted from a local shelter or rescue is pictured with an officer or a “Volunteer with an Officer” event where community members are paired with an officer at a local nonprofit or neighborhood cleanup day.
There is also an opportunity to call out the achievements of people in the community. Posts can congratulate a local sports team on a big win, an individual student or athlete for an achievement, a young person who achieved Eagle Scout status, or a church group that completed a volunteer project. In doing so, law enforcement builds connections with individuals and simultaneously builds the agency’s brand demonstrating its commitment to the community. This small action might just entice someone to consider a career in law enforcement or, at least, do something to make the world a better place.
Celebrate Achievements
Opportunities abound in celebrating achievements within an organization. An agency can, for example, post a video of officers at their academy graduation discussing the training, how prepared they feel, and how they are excited to step into a meaningful career full of purpose and opportunities. Agencies can also celebrate retirements by summarizing the careers of the departing employees. If they are willing, record a short video of the new retirees talking about what it was like to work for the department by discussing their purposeful career, what they achieved, and even the benefits of an early retirement with a pension. Over 30 percent of Gen Zers (ages 11–26) are already saving for retirement.4 Thus, discussing an early retirement with a pension may attract the financially secure–minded Gen Zers. Another selling point for the younger, sometimes job-hopping workforce is the idea that law enforcement is one career with one employer—but there are a variety of positions and jobs within it. These types of posts both celebrate the careers and accomplishments of long-term employees and help others see the opportunities inherent in this career.
Additionally, to enrich the content on their social media accounts, agencies can add exciting news about their people, including promotions, awards (and the stories behind them), community improvement projects, and personal achievements outside of law enforcement, such as a promotion in the military or a community volunteer award.
Investing in Employees
More than many professions, law enforcement invests in its people on a regular basis through training and equipment. This is important now more than ever. In 2014, 27 percent of millennials held managerial roles.5 In 2020, 62 percent had direct reports.6 Supervisors within law enforcement organizations are gaining rank at a much younger age, and for that reason alone, it is important to invest in their growth. Agencies also need to invest in their people to help retain them because 87 percent of millennials said professional and career growth and development opportunities are top factors for staying at an organization.7
Agencies can build the brand that they invest in their people by noting training personnel attended, certificates they have earned, and new equipment that is being deployed that helps fulfill the mission of the organization.
Demonstrate Diversity
For Gen Zers, a commitment to diversity, equity. and inclusion is a necessity.8
Instead of displaying static pictures of diverse employees, agencies can show these diverse officers actively achieving and fulfilling their purpose through pictures, videos, and storytelling.
One strategy is to create a calendar of different commemorative months (Black History Month, Women’s History Month, etc.) and major religious holidays (Christian, Jewish, Muslim, etc.) and acknowledge those events on the organization’s social media pages. To make it even more personal, have the leader of the organization do a short video wishing, for example, Jewish community members a Happy Hanukkah.
Signing on to the 30×30 Initiative is a great way to show the agency’s commitment to developing a gender diverse workforce. Once accepted, be sure to display this information on the organization’s website, along with posting about its progress and commitment to diversity on social media.
By telling the stories of the agency’s people and the work they do, others can see themselves working there.
Look into sharing diversity of experience and lifestyle, as well, to help people envision themselves working for the agency. For instance, tell the story of a stay-at-home or single mom who now works for law enforcement. Show how people who have left the military or someone who made policing their second career are now thriving within the organization. Intentionally reach out through social media to often overlooked groups, including those from the LGTBQ+ community. By telling the stories of the agency’s people and the work they do, others can see themselves working there.
Humanize the Badge
Agencies should paint a realistic picture of how this profession can be hard and the toll that it can take—but, in the same breath, they can discuss their wellness program or activities. Use the opportunity to discuss how the agency invests in its people by providing resilience/wellness training, gym memberships, different scheduling options, and nutrition and financial classes that families are invited to attend.
Another way to develop the organization’s brand is to humanize the people who work there. In other words, have some fun! Set up a photo opportunity with kids at Halloween where they can come in and get a picture with the chief in their costume. Promote employees’ favorite charities or volunteer opportunities. Show the officers and staff having fun and engaging in rewarding activities.
Agencies can also set up a “Day in the Life of…” post series by following an officer around for a day showing pictures or video of some of the work they do. A similar option would be to show what a recruit officer does in the academy on a day-to-day basis to inform the public not only the amount of training recruits receive but what they are trained on before hitting the streets. This has the added benefit of reassuring potential applicants they will be given the necessary tools to succeed and provide an idea of what to expect during the academy, which can be intimidating.
Now What?
Okay, so the brand has been built by reframing the message and explaining the “why.” But what tools and ideas can be used to further improve recruitment and retention efforts?
Make It Easy to Apply
One way to encourage people to apply is to be culturally competent. There are numerous studies that discuss how to best work with the younger generations. For instance, a lot of agencies have lengthy upfront application processes. The problem is the youngest generation in the workforce, Gen Z, won’t complete an application if it takes longer than 15 minutes.9 It is important to get a lot of information from an applicant, but the only thing needed to get the process stated is their name and contact information. Once general information is provided, then the recruiting team can engage and invest in the candidates. These forms don’t even need to be actual applications—they can be called “Employment Interest Forms.” The key is to find out who is interested, and then, later in the process, they can complete the longer application. Some of the social media platforms have “Apply” buttons that can be added to accounts. Using this function would make it easier for potential applicants to let an agency know in an informal way they are interested in a career with the organization.
One way to show the agency wants applicants to succeed is to post videos of the physical agility tests to social media, including any tips that might help candidates. It’s also helpful to post about the hiring process and to hold workshops where applicants can practice the written tests and try the agility course under the helpful eye of a trainer.
The Best Recruiters Are Current Employees
In the past, people trusted the government and big corporations. However, in today’s world most people trust peer recommendations. It has always been a parent’s worst nightmare their children would get into a car with a stranger, but people do it all the time now when they use rideshare companies like Lyft or Uber. People also utilize websites like eBay, sending money to people they have never met, hoping they will send a product ordered on the platform. Individuals feel safe doing these things because of peer reviews and experiences. If people read positive reviews online, they trust they will be safe or receive the product ordered.
Because the world is heavily driven by peer reviews, it is important to train all employees to be recruiters. Interested people are going to look to them for a “review” of the job and organization. Agencies should spend time training employees how to recruit and provide tools for them, including graphics they can post on their own social media channels. The materials should include information on starting salary, benefits, training, and promotional opportunities, but they should also focus on the stories. Agencies can even design a graphic that can be superimposed over the top of an employee’s profile picture that says, “Come Work with Me!” or has similar messaging.
Incentives can encourage officers to actively recruit. Many organizations are utilizing recruiting cash bonuses, but if that is limited by a tight budget, agencies can offer paid time off or the opportunity to choose one’s assignment for a period of time. However, a recruiting incentive that motivates some may not motivate others, so it’s best to allow successful officers to pick from as many recruiting incentive options as the agency is able to provide.
Social Media Watchlist
Find other organizations who create eye-catching posts—ideas can even be from outside law enforcement and adapted to the profession. Agencies can take note of what other organizations are doing and then recreate the message for their area and agency.
Multiple Platforms
There are numerous social media platforms that can be utilized for outreach. Among Gen Zers, YouTube, Instagram, Snapchat, and TikTok are the clear favorites.10 The most widely used platform by U.S. adults is YouTube at 81 percent; Facebook is second with 69 percent.11 Forty percent of Gen Zers say they use YouTube to determine if they want to work for a company.12 By using videos and storytelling techniques on YouTube, organizations can inform young job seekers on the organization’s culture, diversity efforts, and purpose and their future co-workers. However, don’t forget to use Nextdoor, which can reach a more localized audience.
Add Value to Reach More People
People may see an organization’s posts from time to time, but the goal is to get them to follow the agency’s social media accounts so the posts can directly reach more people on a consistent basis. To obtain followers, agencies need to add value to social media user’s lives. This can be done through humor, actionable tips, recognition, or providing them with a way to make a difference. Consider establishing a Traffic Tip Tuesday on the importance of seat belt use, how to navigate a roundabout or highlight a local nonprofit that needs volunteers. By connecting to the community and adding value, the agency will gain followers. The more followers, the more chances to promote the organization and its purpose to more people in the community.
Closing
Too often in this profession, agencies just stick to the facts…the who, what, where and when—and stop at that. Law enforcement needs to explain the whys.
Too often in this profession, agencies just stick to the facts. They tell people the who, what, where and when—and stop at that. Law enforcement needs to explain the whys. Why the police do what they do and why they do things the way that they do. Why agencies are proud of their employees and the work they do day in and day out. This helps with community connection, recruitment, and retention. If the profession fails to do this, it misses the opportunity to convey the meaning and purpose behind the work law enforcement does.
Explaining the why peels back the curtain to show the highs, lows, opportunities, and pride law enforcement has in serving communities and develops a brand that inspires!
Notes:
1Police Executive Research Forum, “PERF Survey Shows Steady Staffing Decrease over the Past Two Years,” March 2022..
2Simon Sinek, Start With Why (Penguin Group, 2011), 41.
3Abraham H. Maslow, “A Theory of Human Motivation,” Psychological Review 50, no. 4 (1943): 370–396.
4Catherine Collinson, Patti Rowey, and Heidi Cho, 22nd Annual Transamerica Retirement Survey of Workers (Transamerica Institute for Retirement Studies, 2022).
5Dan Schawbel, “Millennials Rise Up to Management in 2015,” Workforce Institute (blog), January 20, 2015.
6“Millennials Are Managers Now,” Zapier (blog,. March 10, 2020.
7Amy Adkins and Brandon Rigoni, “Millennials Want Jobs To Be Development Opportunities,” Gallup, June 30, 2016.
8Barbara Green, “Gen Z in the Workplace: Transforming the Workforce,” Career Charge (blog), January 17, 2023.
9Jason Dorsey, “How to Recruit Gen Z Employees: 4 Strategies,” Jason’s Blog.
10Ellyn Briggs, “Gen Z Is Extremely Online,” Morning Consult, December 12, 2022.
11“Social Media Fact Sheet,” Pew Research Center, April 7, 2021.
12Ryan Jenkins, “This Is the Most Important Thing When Recruiting Gen Z,” Inc., January 16, 2019.
Please cite as
Brenda Dietzman, “Developing Your Brand on Social Media,” Police Chief Online, July 12, 2023.
