Police Department’s Journey from Recruitment Challenges to Community Champions 

From the Client

“We selected Appeal Production to create our latest recruitment video at the Harrisonburg Police Department. Everyone was fantastic to work with and helped our vision come to life! If you are looking for a local company to showcase your company, you’ve found the right group!” – Brooke Wetherell, Professional Standards Sergeant 

Challenge

Recruiting top talent is crucial for any police department to maintain its effectiveness and community connection, and the Harrisonburg Police Department (HPD) is no different. HPD faced a significant challenge in attracting qualified officers, which threatened to strain their resources and impact their relationship with the community. Understanding the urgency of the situation, we embarked on a mission to turn their recruitment struggles into a strategic plan of action. 

Solution

We worked closely with the department to develop a dynamic multi-video recruitment campaign. The videos highlighted current officers sharing their experiences and portraying their roles as dedicated civil servants and active community members. By emphasizing the department’s commitment to trust, exceptional training, and cultural fit, we aimed to attract candidates who are both qualified and aligned with the department’s values. 

Results

The strategic recruitment videos have significantly improved HPD‘s ability to attract suitable candidates. This initiative not only enhanced recruitment outcomes but also positioned the department as a leading employer in law enforcement.