By Marvin “Ben” Haiman
Law enforcement agencies nationwide face a dire challenge: attracting qualified candidates in a competitive and evolving job market. Long gone are the days of abundant applicants waiting for limited spots. Today, even well-funded agencies in supportive communities report significant shortfalls. The recruitment crisis is not only a logistical issue but a threat to public safety and community trust.
Over the past 15 years, I have worked with agencies of all sizes, and in the three years since George Floyd’s murder, this issue has only worsened. In surveys conducted during leadership training seminars and national conferences, over 95% of agencies report that finding candidates is “harder” or “significantly harder” than five years ago. This challenge shows no signs of easing.
The recruitment shift: Adapting to generational expectations
The expectations and motivations of today’s candidates — primarily Millennials and Generation Z — are vastly different from those of previous generations. They are not necessarily seeking 20+ year careers, but rather meaningful experiences to serve their communities or try a new role for a few years. Agencies must adapt to these shifting priorities or risk further candidate shortages.
Bold strategies for attracting candidates
To overcome the recruitment crisis, law enforcement leaders must embrace bold, innovative strategies to attract candidates. In a 2015 analysis of 10,000 applicants to the DC Metropolitan Police Department, less than 1% learned about the agency at a job fair from recruiters. Over 70% discovered the opportunity to serve through digital advertising or referrals. Today, these numbers are even more pronounced, underscoring the critical need for digital-first recruitment strategies.
Here are some key approaches that I’ve seen work:
1. Embrace digital marketing
- Develop creative, short-form digital content that tells your agency’s story.
- Highlight the “why” — why your officers joined, why they stay and the impact they make. Real, relatable stories resonate more than overly tactical or overly sentimental messaging.
- Use technology platforms frequented by Millennials and Generation Z to amplify your message and build brand awareness.
- Leverage internal agency talent to leverage platforms like Simpli.fi to do targeted advertisement placements.
2. Streamline hiring processes
- Re-engineer hiring processes with the candidate experience in mind. Avoid convoluted, bureaucratic systems that deter applicants.
- Implement hiring events — “Prospect Days — where candidates complete multiple steps — orientation, civil service testing, physical ability testing, fingerprinting and initial interviews — in a single, streamlined event.
- Use technology to automate and integrate steps, creating a seamless, paperless experience for candidates and staff.
3. Humanize the process
- Provide a high-quality orientation that:
- Sells the agency and its benefits.
- Clearly explains the hiring process and candidate expectations.
- Manages expectations by addressing disqualifications upfront.
4. Rethink career trajectories
- Today’s candidates often seek flexibility. Agencies should explore pathways that allow for “in-and-out” career models, enabling officers to leave, gain new skills, and return to the profession.
- This approach not only attracts new talent but enhances the profession with diverse experiences and perspectives.
Lessons from the field: Police recruitment success stories
Agencies that adopt these strategies have seen remarkable results. For instance, during my tenure as Program Manager for the DC Police Department, we implemented the “Prospect Day” concept. This initiative condensed what was for the average candidate 16 weeks of multiple visits and processes into a single event, significantly improving efficiency and the candidate experience.
Other agencies that leverage digital marketing, produce engaging video content and integrate digital background investigation tools report similar successes. Some have reduced hiring timelines from 18 months to just six weeks without risking quality — critical in today’s competitive job market.
Looking ahead: Building a future-ready workforce
The average law enforcement officer retires at age 57 and dies at age 62, far younger than the national average. These sobering statistics highlight the urgent need for reform, not just in recruitment but in the profession’s structure and culture.
To remain generationally competitive, agencies must:
- Create pathways for shorter-term service.
- Prioritize officer wellness and longevity.
- Embrace technological innovation to streamline processes and improve the candidate experience.
Call to action
Law enforcement leaders must act now. Start by mapping your hiring processes, identifying inefficiencies, and building modern, engaging recruitment strategies. By combining thoughtful digital marketing with streamlined processes and reimagined career pathways, agencies can overcome the recruitment crisis and build a diverse, dynamic workforce prepared to meet the challenges of tomorrow.
About the author
Marvin “Ben” Haiman is the Executive Director of the University of Virginia’s Center for Public Safety and Justice (CPSJ). He has held executive leadership roles with the DC Metropolitan Police Department and has worked nationally with dozens of agencies to improve hiring practices. He also served as the Director for the Homeland Security Advisory Council within DHS. Alongside Dominic Morrocco, creator of RecruitApp.AI, and Chief (Ret) Don De Lucca, past president of the International Association of Chiefs of Police (IACP), they believe they can transform agencies approaches to hiring and improve strategies for attracting and retaining law enforcement talent.
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