Lucas County Sheriff’s Office Recruitment Video and Website Overhaul
The Lucas County Sheriff’s Office was faced with a great hiring need. At one point, the office found itself reassigning positions, forcing extra shifts or eliminating spots altogether due to a lack of personnel. The sheriff estimated that he needed to hire upwards of 50 individuals to fill the void in his workforce.
To support the Sheriff’s Office in actively recruiting new corrections officers, Concentrek was tasked with developing an educational video to target potential candidates.
At the same time, the Sheriff’s Office looked to Concentrek to develop and deploy an engaging, updated website with a focus on a better user experience for the community, staff and potential recruits.
After the launch of this new user-friendly website, the Sheriff’s Office looked to Concentrek to create a strategic paid media campaign to increase and enhance the recruitment of corrections officers.
Recruitment Video: Focus on Opportunity
After research and brainstorming, the Concentrek team decided to focus the recruitment video on the rewarding aspects and future opportunities available to those who decide to take on the challenging position of corrections officer.
Concentrek scouted locations, created a shot list, and wrote and produced an engaging voiceover featuring narrators of different genders and from different ethnicities.
Concentrek then incorporated engaging visuals, including drone footage, to help educate potential recruits on what their path forward in law enforcement can look like after starting as a corrections officer.
Redesigned Website: Focus on Streamlined Navigation & Public Information
The website needed its own unique identity so that it could stand alone from the Lucas County website, of which it was formerly a part. The site’s content received an organizational overhaul to make information easier to find for the user. The copy was also refreshed so that it would share a common voice.
Recruitment Campaign: Focus on Corrections Officers
As the Sheriff’s Office actively expanded its recruitment efforts for upcoming classes, Concentrek was asked to help generate qualified leads through paid media. The Concentrek team worked with the Sheriff’s Office to identify target applicants and then created a paid media plan with the most effective media mix based on the office’s marketing goals, target geography and budget. Our plan included paid ads on a mix of social channels, including Facebook, Instagram and Snapchat. We also created a sponsored listing on the job-search site Indeed.
We designed the social media campaign to use strategically incorporated imagery that aligned with the recruitment video for a cohesive brand experience. As the campaign ran, Concentrek continued to monitor, engage and respond to members of the community as necessary.
Within a week, successful application submissions increased by 293 percent.
The office’s recruitment webpage saw a 30 percent increase in overall pageviews during the first seven days of the campaign. In the first month of placing ads throughout our paid media mix, more than 350 people applied for the corrections officer position. Snapchat, in particular, doubled our expectations and exceeded our goal twofold.
With a very low cost-per-sponsored click, the Indeed listing saw nearly 600 applicants.
Within a week, successful application submissions
increased by 293 percent.