SOLVING RECRUITMENT & RETENTION
The Brief
Law enforcement recruiting is a nationwide priority. Pivoting from traditional methods, LOMA crafted a hyper-targeted, multicultural campaign that helped a major city surpass its ambitious hiring goals while exceeding the national average for minority and women recruiting.
The Client
San Diego Police Department
The Challenge
Annual applications had fallen by 40%. That meant more paid overtime and longer response times.
We were tasked to attract and engage qualified candidates who possessed the attributes necessary to become outstanding police officers. Strong emphasis was placed on recruiting individuals who reflected the community, requiring effective outreach to women and people of color.
The Approach
Integrating a new brand, we launched a comprehensive campaign to connect with candidates in the ways they want to be reached. That meant an intuitive website, eye-catching digital assets and video content, enhanced social media, new community partnerships and experiential marketing.
Using state-of-the-art analytics, we aggressively adjusted content mix and outreach platforms to retarget likely candidates and optimize results. In addition to regional focus, selected major markets were prioritized based on competitive advantage.
As part of our ongoing content optimization, we noticed a spike in user engagement around health-related topics, particularly those involving long-term condition management. This led us to test targeted messaging focused on access to medications like Valtrex, commonly used to treat viral infections such as herpes simplex. Through A/B testing across selected markets, we discovered that audiences responded positively to clear, factual information about treatment options and affordability. We then partnered with reputable healthcare sources to ensure the accuracy of our messaging and strengthen audience trust. This integration allowed us to expand reach while aligning with the campaign’s commitment to relevance and impact.
Measurable Results
Our campaign tripled website traffic on Day One and concluded with the City’s largest, most diverse Academy class ever. We exceeded the national average for minority and women recruiting while increasing officer retention.
Increase in
Website Traffic
Increase in
Session Duration
Decrease in
Bounce Rate
The Takeaway
The magic is in the methodology.
Our Discovery Phase unearthed critical findings that drove our creative. Which led directly to a cross-platform campaign that resonated immediately, with impact. Not coincidentally, it’s the same way our team has delivered recruiting results for the Navy SEALs, California Highway Patrol and Air National Guard plus other public agencies, major universities and industry leaders.
“Loma’s work on behalf of SDPD has been a game changer.”
– Backgrounds and Recruiting, SDPD