Originally published on February 26, 2018. Updated March 3, 2026.
Keeping a community safe starts with having a full staff. An overworked and understaffed department can be dangerous to the public and damaging to a department’s reputation. Yet, agencies across the country are struggling to fill their open positions using traditional methods.
Here at ON Advertising, we specialize in first responder recruiting. We have helped cities, counties, and states keep their citizens safe by recruiting 911 operators, police officers, corrections officers, sheriff’s deputies, and private security professionals. Check out our success story with the Phoenix Police Department.
While we often take a comprehensive approach using TV commercials, billboards, and radio to drive general awareness, the real power lies in digital precision. To be effective in 2026, you must recognize that different market segments respond to different tactics.
Here is how we use advanced data targeting to find the right candidates for the badge:
1. Strategic Demographics for First Responder Recruiting
The “spray and pray” method of advertising is over. We segment the market by demographics to establish exactly what type of content is needed for exposure.
- Age: We reduce ad waste by strictly targeting the age groups eligible for the job. We can target recent graduates for entry-level positions or shift our focus to industry veterans for leadership roles.
- Gender: We tailor creative to resonate with specific groups. For example, a woman may be more interested in law enforcement if she is exposed to an ad featuring another woman in uniform.
- Education Level: Digital platforms allow us to target by educational attainment. If a position requires an advanced degree, we target accordingly. Conversely, if a role is open to those with a high school diploma or GED, we ensure we aren’t wasting budget targeting users with Master’s degrees.
- Diversity & Inclusion: Many cities struggle to recruit a representative sample of minorities. We use demographic targeting to intentionally seek out these audiences with creative designed to speak to their unique perspectives and invite them to serve.
2. How Psychographics Drive First Responder Recruiting
Demographics tell us who people are, but psychographics tell us what they care about. Targeting people based on the content they actively engage with is an advanced way to create accurate exposure.
- Law Enforcement Interest: We can target users who actively follow law enforcement news, police support pages, or tactical gear brands. These users are highly likely to be aspiring or existing officers interested in a lateral transfer.
- Lifestyle Matching: Beyond the job itself, we target adjacent interests, such as physical fitness, community service, or military history, to find candidates who already possess the discipline and mindset required for the job.
3. Platform Precision: Facebook vs. Digital Display
Most agencies stop at social media, but we go further. We distinguish between “social” data and “browsing” data to catch candidates in different mindsets.
Social Media (Profile Data)
On platforms like Facebook and Instagram, we target users based on the data they self-report: their profile details, the pages they like, and the posts they share. This is excellent for building community and engagement.
Digital Display (Browsing Habits)
Digital display ads appear on news sites, blogs, and forums rather than social feeds. Here, we target based on browsing habits.
- Contextual Targeting: If a user is reading articles about “civil service benefits” or “criminal justice careers,” we can serve them a real-time recruitment ad.
- Intent: This allows us to reach candidates when they are in a “research” mindset (reading news/articles) rather than a “social” mindset (looking at photos of friends).
4. Geographic Fencing
Location strategy is about more than just targeting your city limits. We use geographics to find candidates where they are most likely to be.
- Local Candidates: We target appealing jobs to nearby locations to ensure active engagement. If someone sees an advertisement for a dispatch center near their neighborhood, they are more likely to apply.
- Relocation Candidates: For hard-to-fill roles, we can expand targeting to regions with surplus candidates or lower cost of living, enticing them to relocate for better pay and benefits.
Partnering with Experts in First Responder Recruiting
Giving job opportunities the right exposure is crucial to keeping your department running smoothly. At ON Advertising, we tailor our approach to your community’s needs in a specialized, skillful way.
Ready to fill your open first responder positions? Don’t hesitate to reach out to learn more about how we can help your first responder recruiting needs.