Using Social Media for Recruiting: Targeted Messaging in Law Enforcement

Using Social Media for Recruiting: Targeted Messaging in Law Enforcement
Duration: 60 Minutes
Module 1Module 1
Recorded on: 2020-10-01
Unit 1Slide Deck: Using Social Media for Recruiting
Unit 2Transcript - Using Social Media for Recruiting
Unit 3Workbook - Using Social Media for Recruiting
Unit 4Recording: Using Social Media for Recruiting

The Justice Clearinghouse has delivered numerous webinars tackling the value of social media for law enforcement. Whether it be a tool to keep communities safe, ensure citizens are up to date, take control of the story and influence the public narrative, or to find qualified members of the community to be a part of the team.  This session puts the spotlight on using social media for recruitment utilizing researches to better illustrate its relevance.

This course’s instructor is Anne Li Kringen, an Associate Professor of Criminal Justice at the University of New Haven and Assistant Dean of the Henry C. Lee College. With a background in law enforcement, her research involved police administration and factors that impact diversification.

Points discussed in this webinar are:

  • Approaches to recruitment used in agencies, and why there is a need to shift from general recruitment to a more targeted strategy.
  • A glimpse into the most common channels of recruitment being used in law enforcement agencies.
  • The interactive nature of social media which require agencies to allocate dedicated staff to manage this.
  • How social media presence likewise serves as a marketing platform for organizations to present themselves and what they stand for.
  • The changing environment with the majority of private entities leveraging social media for recruitment.
  • How social media facilitates targeted recruitment as it utilizes organizational image, interaction, and social networks.
  • Understanding how individuals make choices about where they work based on an organization’s attributes that are congruent with their values.
  • The importance of paying attention to the message an organization conveys in recruitment efforts and how this enables targeted recruitment.
  • A study that demonstrates the different messaging that is communicated and the specific audience it attracts.
  • Widening the bucket to attract more potential candidates and then funneling the pool to identify the ones that are fit to the agency’s culture and manpower needs.
  • The most compelling reasons to use social media for recruitment.
  • Researches that support the widespread use of social media, its role as a primary source of information for job postings, and most used platforms for both academy cadets and applicants.
  • Analyses conducted that drilled down into the messages that social media posts tend to communicate and how it potentially impacts the audience’s perception of the organization.
  • How the New Zealand police effectively injected humor into its recruitment ad which allowed them to reach their target audience and goals.
  • The state of recruitment pre-COVID which indicated limited direct interaction even before social distancing restrictions and how social media must be leveraged to bridge the gap between hiring agencies and potential candidates.

Audience questions were about:

  • The pros and cons of having a separate recruitment social account versus using the general agency page.
  • Handling negative comments about the agency or the industry in general.
  • Whether agencies are tracking engagement throughout the recruitment process.
  • The value of using hashtags in social media.
  • Tips on how to deal with the reality that some only see a position as a stepping stone to move on to something bigger.
  • Using newer social media platforms.



Resources and Handouts


Audience Comments

  • “Great presentation. WhileI’m not a recruiter it is also important to know what the process entails and How to target a certain amount of applicants to apply and what kind of message you have to convey. It’s also great to know that social media is an active part of recruiting as it should be.COVID-19 made us rely heavily on social media so this webinar is very current and useful. I learned what I already had a hunch that women use Facebook more than men.” — Marie
  • “The new female recruitment studies are very valuable…” –Debbie
  • “How important collecting analytics from new hires is. How important Social Media is. The importance of “Targeted” Recruiting. The fact that Social Media needs to be “interactive”. How important imaging is.” — Andrea
  • Very informed instructor. The younger generation constantly changing social media platforms. Thanks for helping us keep-up with them!” — Roseann
  • “The types of message use in social media for recruiting were very interesting and important. The new Zealand Cop video was also interesting and funny. Great presentation!” — Beverley
  • “The value of a separate social media site for recruiting. Great content, very practical. the instructor was very knowledgeable and insightful and the data was really valuable. Thanks!” — BRIAN


Additional Resources
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After the Webinar: Using Social Media for Recruiting. Q&A with Dr. Anne Kringen
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