A recent advertising campaign launched by the Philadelphia Police Department to recruit new officers has shown significant success, resulting in a 42% surge in applicants compared to the previous two recruitment periods, according to data from the police department.
The summer campaign, funded for the first time by the City Council, employed innovative digital strategies and expanded advertising efforts to attract a more diverse pool of candidates.
City Director of Human Resources Michael Zaccagni noted that the recruitment process has not only exceeded diversity goals, but has also achieved remarkable engagement through various channels.
“What we saw when we asked people where did you hear this from, the police website still comes up number one, but we saw an increase in SEPTA, billboard and Facebook,” Zaccagni told WHYY.
The increase in applications was particularly pronounced among minority applicants, with 80% of those indicating their race identifying as part of a minority group. The data shows an improvement from the 74% of minority applicants during the previous recruitment cycle.
City leaders attributed the success of the campaign to its extended duration, robust digital strategy and the historic $1 million investment by the City Council. The funds allocated for recruitment efforts marked a key step toward addressing the challenge of filling police ranks.
Philadelphia City Council President Darrell L. Clarke highlighted the importance of bolstering the police force, especially amid a staffing shortage.
“Philadelphia is experiencing the same challenges as most police departments across the country struggling to fill their ranks,” Clarke said in a press release. “We know the shortage of police officers can affect public safety. The Philadelphia Police Department’s previous budget didn’t allow them to invest advertising dollars in new digital strategies, so we in Council wanted to support and get behind their recruitment efforts. We’re glad the campaign resulted in a significant jump in applications, and we hope, more recruits entering the Police Academy.”
The campaign’s digital strategy incorporated a diverse range of platforms, such as social media, digital billboards and radio ads.
According to Zaccagni, the use of digital out-of-home (DOOH) advertising allowed potential applicants to encounter campaign messaging during their daily routines, including on digital billboards and ads placed at gas stations and retail stores, inside elevators and in taxis and rideshare vehicles. Traditional ads were also placed in newspapers and on public transit. Moreover, radio ads featuring interviews with current officers showcased the various nontraditional positions offered within the Philadelphia Police Department.
Specific zip codes were targeted to attract candidates from priority demographics. The campaign included mobile and desktop display ads tailored to the preferences of the target market, as well as ads on social media platforms.
Police Commissioner Danielle Outlaw praised the initial results of the campaign but stressed the ongoing need for additional officers.
“We have incredible officers but there are not enough of them given we are the 4th largest police department in the country,” said Police Commissioner Danielle Outlaw in a statement. “As the department continues its commitments to crime prevention and reduction, community engagement and inclusion, and organizational excellence, we hope to attract high-quality candidates who will join us and help meet our goals.”
Planning for the upcoming recruitment campaign is already underway, with lessons from the successful summer campaign guiding the development of new strategies.
The City Council has already appropriated $3 million in the 2023–24 budget for campaigns aimed at addressing the need for public safety positions.
