Top Three Law Enforcement Recruitment Strategies

Top Three Law Enforcement Recruitment Strategies

Law enforcement officers protect peoples lives who may be in distress and property from crimes, fires, and everything else. Their daily duties can include interrogating and apprehending suspects, providing first aid to someone involved in a traffic accident, and speaking to a class of students about safety or life lessons, all within the safe shift. Therefore, it’s paramount that agencies recruit the ideal candidate who can pivot at a moment’s notice. Finding those candidates isn’t that hard if you create a strategy. Here are our top three tips for recruiting online in 2022.

Tip #1 – Effectively Embrace Your Agency’s Social Media Presence

Notice we used the word “effectively?” We’re trying to convey that you need to create content that promotes the department so that it attracts the type of person you want to hire. No offense to our “more seasoned” leaders out there, but having someone on a video, who doesn’t resonate with the targeted audience, isn’t effective nor practical. For example, suppose you’re trying to attract middle-aged mothers to join the department because their skillsets are valued. You may be doing this because your community consists of an overly abundant number of middle-aged mothers. Whom do you think you need to have on camera in this scenario?

When you have your ideal message carefully constructed and well thought out, make sure you use the most-effective platform for your target audience. We would love to steer you towards a particular platform for a specific age group, but it has been our experience that every community is different from where people gravitate to keep connected with their law enforcement and public safety agencies.

We know there will be some in the profession with the attitude that there are plenty of young candidates who want to be police officers, so there’s no need to cater so much to draw in applicants.

Sadly, these individuals are a detriment to their agency and the community, as they are hindering the hiring of good, solid candidates. According to an article from Yello, more than half of Generation Z candidates won’t even apply if they think the company’s recruiting methods are outdated.

Tip #2 – Connect With Applicants On A New Level

You need to use the correct marketing to target suitable candidates, as we mentioned before. You have to show what makes your organization different from the others and what benefits you offer when you do this. Different age groups will want and expect different things, so you must mention your agency’s appropriate and relevant benefits.

You can go beyond the seldom-seen PDF article posted on your website or a professionally produced video or radio commercial. You need to relate, entertain, and inform your potential candidates to get them to gravitate to your agency. In our social media classes, we show students how to connect with others by being “real and transparent.” We may show you how to have officers who are not intimidated by being on camera make amazing, yet simple and quick, videos to showcase your agency.

Using our previously mentioned police officer, a middle-aged mother, picture this; a live (or pre-recorded) Instagram video where this officer is sitting in their patrol car after having just finished a call involving a child who didn’t want to go to school (yes, people call the police all the time to fill in as the disciplinarian). In the video, she can speak about using her skills as not only a police officer but a mother to help another parent out. This can resonate with those candidates and might get the ideal one to think to herself, “I can still be a mom, help my community, and enjoy a great career.”

It would help if you also considered nowadays that today’s applicants want to know that they’ll be able to use their creativity and skill sets to further the agency’s mission. Gone are the days of shutting down new ideas from a young officer or telling them they need to get some experience under their belt before offering a different way of doing something. While there is a little truth to this, shame on those, who don’t embrace new ideas from newer officers. It’s always amazing to watch an agency bypass the talent they have among their ranks to seek answers elsewhere.

Think about that for a moment. Why would a new candidate, or even a newly hired officer, want to work for their agency when their growth was stunted due to an archaic culture?

Tip #3 – Be A Great Resource (Even If They Are Applying Somewhere Else)

Candidates are looking for a positive experience more than anything. The more assistance and help you give someone looking to get into the law enforcement profession, the more inclined they are to gravitate towards your agency.

There are countless stories in which businesses have referred potential clients to other competing companies because they wanted to be helpful to the person. In doing so, something clicked in the minds of these potential clients and often has led to them becoming a client of the business that referred them in the first place.

We need this thinking in law enforcement. So answer those questions from people who may not even be applying with you. Show you care about the profession so much that you want to make sure anyone wanting to join it has a great impression of you. This will show the professionalism your organization maintains.

Consider making a downloadable infographic (yes, we can teach you these skills, too) with some helpful tips for passing the physical agility exam or motivational quotes from your officers. Then, regardless of where they may be applying, candidates will download your infographic to help them out or keep them motivated. Of course, when they do this, your agency’s badge, name, and social media handles will constantly be in their sight and on their mind. This might be enough to steer people back to complete an application with your agency.

If you’re on a recruitment team, reach out to the people on your social media team, and find out where, how, what, and when you should be posting content to attract your ideal candidates. Then, just as you know your position well, have faith and trust in the expertise of those on the social media team. They’ll get you going in the right direction.



How to Garner a Targeted Audience on Social Media

The key to operating a successful social media account is to be intentional with everything.

We all want to grow our social audience, with not just a general audience but a targeted audience.

Because, what’s the point in operating a coffee roaster’s social media account and garnering followers who don’t even like coffee?

We, as professionals, can use so many social media tactics to maximize our engagement and build our list of followers who support our mission and business.

Here are the top four tips we’ve compiled to build an audience that will strengthen your engagement and lead to a sale or new client.  

Utilize tailored hashtags

Hashtags are so important on all social media platforms these days…yes, even on Facebook. 

If you want to grow a niche audience, one of the easiest ways to do so is to use a handful of targeted hashtags in your captions. 

Using the coffee roasters example again, search the most popular coffee-related hashtags in your search bar and use the top five, but only if the hashtags make sense to the content you are posting. Remember, be intentional. 

When you use those top hashtags, your content will be included in a feed featuring only coffee content where coffee enthusiasts will be skimming through. 

Follow similar accounts

Often, people are nervous about following similar social media accounts, but this is where you can grow your network and garner new ideas. 

Maybe the account isn’t exactly a competitor, but successful niche social media accounts are usually followed by people interested in that product, mission, or organization type. 

We tend to underestimate how often people follow the followers of their favorite social media accounts, so be intentional about who you follow and aim to only follow accounts similar to your brand.

Engage with other accounts

Spreading a little love in the form of a like and comment on accounts that you follow will be appreciated. The followers on the accounts you engage with will take notice of your interactions and likely click on your account to see what it’s all about.

Engaging in a meaningful way with other accounts is a great way to build genuine connections, leading to garnering more followers who support your brand. 

Optimize social media handle and bio

Utilizing a social media handle that is transparent in correlation to your business and services is so important on social media. Being as descriptive and succinct as possible with your handle could help you build that targeted audience you desire. 

If a person comes across your handle and it’s descriptive of your niche, the social media user will likely snoop around on your page and possibly give you a follow. 

When it comes to the bio on the social media accounts you manage, it’s imperative to be as descriptive as possible in a concise way, never leaving new visitors to your accounts confused about the services your brand offers. 

Our team at TOC PR is confident that by implementing some of these tactics into your social media strategy, you will begin to build a targeted audience for your brand in no time.

Facebook hashtags, should you use them?

Since Facebook hashtags made their grand debut in 2013, their use quickly fizzled out and became pointless on the platform before making their big return in September 2020. 

Today, many social media managers are asking, do we use hashtags on Facebook again or not?

The short answer is: YES. Use hashtags to amplify your posts. 

In the past year, Facebook has made some significant changes to its platform. One of those changes is the re-implementation of #hashtags, which will now improve your organic reach and strengthen search engine optimization. 

“Facebook announced that it reemphasized hashtags as a way of bringing conversations about public events, people, and topics to the forefront. The world’s largest social network took into account the amount of buzz people tend to generate around popular television shows, sport games, and breaking events.”


You can now add hashtags to posts on business profiles, personal profiles, group posts, fan page posts, and comments. This is how organizations and agencies like yours can (again) capitalize on the use of hashtags on forthcoming Facebook posts.

Navigating through Facebook #hashtags

The next time you log on to Facebook, tap on the hashtag of any post…you’ll notice that you will be redirected to the tailored feed to that specific hashtag. For example, if you tap on #publicrelations, you will be redirected to the feed of all public relations posts on the platform.

You can also look for hashtags in the search bar, or you can type into your browser to be taken directly to its living feed. 

Again, just like Instagram, hashtags will now give your social media channels a boost in visibility, along with improving your SEO. 

How to implement hashtags into Facebook posts?

The biggest question you are likely wondering is, how many hashtags should I use on this platform? First off, just like any other social media channel, tailor all of your hashtags specific to your post and messaging. Just because #KimKardashian may be trending that day does not mean adding that hashtag to your post will help you in any way. 

Be intentional. Adding two or three tailored hashtags to your Facebook post is the golden number. But, as hashtags become frequent to your Facebook posts, you’ll have a better eye to determine precisely how many hashtags work best for the profile that you manage. 

Remember, don’t overdo it; strategically implement relevant hashtags to optimize your reach.

These are hours and days of the week to avoid posting on Instagram

Social media specialists and managers, listen up! As professionals in the field, we all understand the importance of posting on our business, client, or agency’s social media pages when our audience is most active. 

Determining the hours and days of the week to avoid is key in garnering the most impressions and engagement; along with identifying the best time to post. 

“Posts published on Wednesday between 10AM – 4PM and Thursday 9PM – 11PM receive the lowest engagement rates on average, making them the worst days to post on Instagram.”


Although posting “best practices” varies based on business/organization type and audience, typically, the time frames mentioned above are accurate. Refraining from posting on Instagram, Thursdays between 9 PM and 11 PM doesn’t pose much of a threat to social communications. But, not posting on Wednesdays between 10 AM and 4 PM does…because it’s a majority of the “typical” business day. 

While keeping these practices in mind, it’s a great idea to plan ahead on Wednesdays to mitigate any scheduling issues. Of course, if there is a critical or emergency communication piece that needs to be issued on social, it doesn’t matter what time or day of the week it is; post it. Otherwise, on Wednesdays, we recommend you plan to post at the end of business, between 4:30 PM and 5 PM. 

Also, according to our friends at Later (a social media management software), these are the worst times to post per day on Instagram in the US: 

  • Monday: 2 PM
  • Tuesday: 1 PM
  • Wednesday: 10 AM
  • Thursday: 11 PM
  • Friday: 9 AM
  • Saturday: 8 PM
  • Sunday: 4 PM

Now that we’ve identified the hours and days of the week you should avoid posting on Instagram, it could serve the accounts (that you manage) well if you set aside some time, sift through your Instagram insights to locate trends, and find the best unique time to post.

Moving forward, it’s imperative to keep these “posting” best practices in mind to maximize not only engagement but to maximize the ROI on all of your hard work. 

Top five benefits of LinkedIn for businesses, organizations, and agencies

There are many benefits a LinkedIn profile can provide a business, one of which is strengthening the credibility of the organization.

It’s often that businesses, organizations, and law enforcement agencies quickly hop on and distribute content amongst social media sites, such as Facebook, Instagram, and Twitter, but tend to forget about LinkedIn, a space filled with professionals and endless networking opportunities. 

With over 740 million users, LinkedIn is now a space where engagement and networking could lead to sales, new clients, valuable job candidates, new industry data and leading practices, and so much more. 

“The 2013 Sales and LinkedIn Study, which interviewed nearly 3,100 business owners, consultants, and career salespeople, said that most use free accounts on LinkedIn as a strategic prospecting tool and that “84 percent of users say they’ve generated several business opportunities from using LinkedIn.”


Out of every social media application that exists, LinkedIn is hands down the one that poses the most opportunity, and we do not want you to miss out. 

Here are the top five benefits of LinkedIn for businesses, organizations, and law enforcement agencies!

Elevate credibility

While LinkedIn is centered around recommendations and connections, this digital space is the perfect opportunity to elevate credibility. Other social media applications are often crowded with general users, while LinkedIn is flooded with professionals who specialize in your niche. With consistent interaction and buy-in from professionals within your niche or targeted audience, it’ll positively impact your credibility and trust from those across the digital sphere and the public. 

Grow audience 

One of the greatest benefits of LinkedIn is its algorithm. The reason why it’s easier to grow a business, organization, and agency page on LinkedIn is that when one of your connections comments or even likes a post you shared, your post will also populate onto the feed of their connections; thus, maximizing overall impressions. 

While you can also grow an audience on the other social media applications, LinkedIn will help you grow your targeted audience. Again, with referrals, recommendations, likes, comments, and shares, this will continue to strengthen your position within the niche and help grow your audience. 

Introduce products

LinkedIn is the perfect space to introduce new products and services to assist customers, clients, and other professionals achieve their goals. Debuting new products on LinkedIn will also allow you to garner feedback from professionals in the space before fully going public with the new products and services. This tactic will help generate buy-in from professionals in the field and lead to increased sales.  

Job candidates

There is no better place to vet job candidates than on LinkedIn and have the opportunity to connect a resume to a face. With LinkedIn being heavily centered around recommendations, endorsements, and referrals, it gives your business, organization, or agency the chance to recruit a valuable candidate who can make outstanding contributions to the team. It isn’t uncommon for a recruiter to already have their sights set on a professional in their LinkedIn network, and often, it’s a professional you’ve already connected and engaged with.  

“LinkedIn profiles reveal valuable information about people seeking jobs at your company, including their stability, their record of successful accomplishments, and their passion for what they do. By hiring and retaining these employees, your company will benefit from their expertise and energy.”

Rawson Internet Marketing

Search engines

Optimize. Optimize. Optimize. As a business, organization, and agency, likely, you’re always concerned with your performance in the Google search result pages. Good news, Google, along with several other search engines, rank LinkedIn posts and pages higher in the search engines, making it easier for your profile and content to be found online.

When your visibility is strengthened across search engines, it’s almost like a domino effect, as a user may come across your LinkedIn post on Google, and let’s say you shared your business’ website, they click the link, and that results in more traffic to your website; garnered through a search engine. 

If your business, organization, or agency is not on LinkedIn (yet), now may be the time to determine if this platform is of value to your team’s goals. While there is much opportunity for you to connect and engage with other professionals on this platform, which may lead to sales, audience growth, valuable job candidates, new industry data insights, and search engine benefits, TOC Public Relations is confident that you will make the right decision.