By Jim Wexler
Recruiting and retaining top talent in law enforcement and corrections has become increasingly challenging. To appeal to a new generation of recruits, police and correctional departments must embrace innovation in their messaging strategies. This article highlights key strategies and successful examples.
Traditional recruitment campaigns have long emphasized duty, service, and camaraderie. While these values remain essential, some of the traditionally attractive aspects of a career in law enforcement do not resonate as much with younger workers, and other benefits such as a traditional pension are not as strong selling points as in the past. Evolving workforce demographics and social attitudes demand fresh approaches.
What younger candidates value
Millennials and Gen Z candidates seek careers that offer purpose, work-life balance and opportunities for professional development. Job attributes that young workers most value include:
- The opportunity to help people and do meaningful work
- Day-to-day variety in work experiences
- Autonomy and the opportunity to work outdoors
Corrections messaging that aligns with these values — such as community impact and the role of technology in modern law enforcement — can be highly effective. Agencies that adapt their messaging by focusing on modernization, career growth, and meaningful service can limit recruitment shortfalls and attract a wider talent pool.
Recruiters should start by using best practices for effective brand messaging to get candidates excited about the opportunities ahead. Outreach efforts need to clearly communicate what makes an organization unique and maintain a cohesive tone and messaging across job descriptions, websites, and social media.
Most importantly, agencies must keep it real — showcasing real employees sharing their experiences to build trust and credibility.
Innovative recruitment in action
The rise of digital platforms has transformed recruitment advertising. Agencies are moving away from static job postings and embracing dynamic content on social media featuring storytelling. High-quality storytelling that showcases real officers and correctional personnel sharing their experiences is a relevant way to engage candidates. Some agencies are leading the way in creative recruitment campaigns.
King County’s “On the Job” graphic novel campaign
The King County (Washington) Department of Adult and Juvenile Detention (DAJD) is using a comic book-style approach to tell the story of corrections officers. Their “On the Job” recruiting campaign features a graphic storyline about three wayward young people who tour a corrections facility and gain an eye-opening perspective on the profession. When they learn the real-life stories of corrections officers and what motivates them, they appreciate what they see and apply for the job.
“By speaking to candidates through a graphic comic medium and by using the format to showcase our work, we can make the job more relevant and earn consideration from wider pool of applicants,” said DAJD Deputy Director Steve Larsen. The campaign delivers content online, through social media, and in print at school events and job fairs.
Hawaii DCR’s “Unlocking Potential” campaign
In 2024, Hawaii’s Department of Corrections and Rehabilitation (DCR) launched a recruiting effort to fill nearly 400 vacant positions. The “Unlocking Potential” campaign highlights the mentoring relationship between an ACO and an inmate and showcases the inmate’s progression toward reintegration.
“We’re looking for employees with a genuine desire to help others succeed in life,” said DCR Director Tommy Johnson. “We want adult corrections officers who see the potential in the inmates and are willing to serve as mentors.”
The campaign features “day-in-the-life” storytelling, including three videos of ACOs sharing why they chose corrections and how they make a difference.
What stories should corrections recruiters tell?
Public perception challenges can deter potential recruits, making it essential to reframe the narrative around the profession. Agencies must proactively address misconceptions and emphasize the rewarding aspects of law enforcement and corrections careers.
This includes showcasing positive community interactions rather than solely focusing on enforcement activities and positioning officers as problem solvers and change-makers within their communities. King County’s “On the Job” graphic storytelling campaign highlights the real-life perspectives of working officers to build relevance with potential candidates.
“The medium is the message,” says Matt Medney, founder of LA-based firm Hero Projects, which created the campaign. “By telling the real-life story of COs, we can bring their empathy, community-mindedness, and passion for the job to life.”
The Metropolitan Police Department in Washington, D.C., shifted its focus toward humanizing the profession, showcasing how officers build relationships and trust within their communities. This community-centric messaging approach helps attract candidates drawn to service-oriented careers who want to make a positive impact.
Today’s candidates want to work with cutting-edge tools and technology. To remain relevant, recruitment messaging should highlight innovation in the workplace, showcasing advancements such as:
- Drones and robotics for surveillance and inmate monitoring
- VR simulation training to aid in de-escalation and scenario-based decision-making
For example, the Los Angeles Police Department (LAPD) has incorporated its leading-edge VR training into recruitment messaging, demonstrating how technology enhances officer preparation.
To succeed in today’s competitive labor market, corrections and law enforcement agencies must adopt creative, modern approaches that resonate with potential recruits. By leveraging digital platforms, personal storytelling, and community connections, agencies can transform recruitment strategies and meet the evolving expectations of the workforce.
About the author
Jim Wexler writes about marketing communications and how the digital landscape has changed the nature of work, business and the human condition. He is a pioneer of using learning simulations for organizational performance and talent development.