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Police turn to videos to tell their story

For that past month, thousands of Minnesotans, and people across the country, have watched the Wear the Badge video series.  The video platform has become an effective way for law enforcement to tell authentic stories of what it is like to protect and serve, especially in a media environment that is sometimes noisy and full of controversy.

Around the country, other police agencies have made similar moves.  Last year the University of Cincinnati Police Division launched its own video campaign.  Chief Maris Herold believed there would be both internal and external benefits to telling the department's story. "My recommendation to other departments would be: be clear what you’re looking for, then get your message out there," she said.  Video production and distribution cost several thousand dollars and has yielded results.  Watch the video below and read more about the campaign in a short interview Chief Herold did with the MCPA.  

What was the thinking behind the concept of the video? Who came up with it? Why do it  I wanted a product to sell and market how cool it was to work at a top tier urban university, and at the same time, promote the style of policing new police officers could devote themselves to. Service to the community is what motivates younger people.

I also felt a good video would help with morale issues inside our dept. due to the negative publicity the department went through after the shooting in 2015. Our own officers had to be reminded how great UCPD was and where we could go in the future.  

We decided to go with an outside marketing firm because the owner of the company immediately understood what we wanted to promote.  It was the best money I ever spent.  A team of us scripted the video, but the marketing company really solidified the pace and the feel of the video. 

Where were the videos shown?  Did you do a traditional media relations push when it was launchedWe used all traditional sources, but the recruiting that had the most impact was more organic in nature.  We used the video at every African American church in Cincinnati thanks to our representatives sitting on the Community Advisory Council board.  They paved the way to show the video in church settings and with their friends and colleagues.  

We also were lucky with local media outlets who interviewed me and I would plug the video.  We played the video at every community engagement event, and we posted it on numerous social media sites, including our own.  Every local community council let us play it as well when it was our turn to present. 

What other elements were part of the campaign, beyond the video?
We placed ads in all the traditional employment sites, such as Glassdoor, Indeed, and local minority papers.  We used Metro Bus for over one month to advertise on the back of buses, but we chose bus lines that run in historically underrepresented neighborhoods. 

But the most important element of our success was getting our staff involved.  We asked all our staff to share the video with people they knew and encouraged everyone to bring forward one potential candidate who was service-driven, and ideally from an underrepresented group. The candidates that our staff recommended ended up being the ones that were ranked the highest after completing the hiring process.  We also appointed five staff “ambassadors” to keep in touch with the applicants who had been referred. The hiring process can take a long time, and the ambassadors kept in touch to let people know where they were in the process, so we could keep them interested.

How many candidates did it attract? What was the makeup of the candidate class?
We had about 300 applicants.  30 to 35 percent were from underrepresented groups.  We hired 9 officers:  1 female black officer, 1 female white officer, 2 male African American officers, 1 male Hispanic officer, 1 international officer (Scotland) and 3 male white officers.  Most have a BA or Master’s degree as well.  Half of them were new to law enforcement, and the other half had their certification, though they were not all currently working in law enforcement.

What did you learn from this campaign? Was it worth it?
This campaign was a big statement about how far we’ve come as a department.  Lots of people wanted to be in the video, and they were proud to show it to their friends. We’re happy with both the recruiting class and the energy it generated internally to share such a positive message about UCPD. As long as I’m here we will update the video and use this approach in the future.

 

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MCPA Launches initiative to attract applicants to policing

Wear the Badge focuses on the positive realities of a law enforcement career  

New Brighton, MN - The Minnesota Chiefs of Police Association (MCPA) announced today a unique, new statewide initiative, wearthebadge.org, aimed at improving the recruitment and retention of police officers and the overall perception of the profession.

Wear the Badge will help Minnesotans explore the changing dynamics of a law enforcement career and give potential candidates and the public a better understanding of what it’s really like to work as a peace officer in the 21st Century.

Police departments large and small, urban and rural, are seeing a dramatic drop in the number of candidates applying for job openings.  Locally, there is also a substantial increase in the number of candidates who fail to meet pre-hiring qualifications, according to Andy Skoogman, Executive Director of the MCPA, a statewide, professional member organization representing more than 500 law enforcement leaders in Minnesota. Skoogman says there are a number of contributing factors.  He also says the profession struggles to attract individuals with diverse skill sets, backgrounds and experience.

“While local and national research shows strong support for law enforcement, the policing profession is staring down a hiring crisis,” said Skoogman. “We live in an economy where jobs are plentiful, salaries in the private sector are often greater than the public sector, scrutiny of police is more intense than ever and technology is rapidly changing the work officers do. We have to reverse this troubling trend.” 

According to a survey of by the Police Executive Research Forum (PERF), nearly 66 percent of police departments in the U.S. say their number of job applicants has decreased. Findings from the Bureau of Justice Statistics indicate that the raw number of sworn officers is also down from a peak of approximately 723,000 in 2013 to about 701,000 today.

In Minnesota, the number of people who are taking the peace officer licensing exam annually has dropped more than 25% since 2015 and the number of people who have passed the exam has dropped 23% over that same time period, according to data from the Minnesota Police Officer Standards and Training Board (POST).

The MCPA launched the Wear the Badge initiative today during a discussion forum in Bloomington that focused on the future workforce and the sharing of current best practices in recruitment and retention, which include local efforts to help students explore careers in their hometowns and a statewide reimbursement program that encourages departments to hire men and women who make policing a “second career.” Nearly 100 law enforcement and community leaders across the state attended the forum in person or online.

“As chiefs leading rural, urban and suburban departments, we have a common challenge and need to consider different solutions collectively,” says Dan Hatten, the MCPA President and the chief of police in Hutchinson.  “Many smaller, rural agencies are concerned about losing veteran officers to larger departments.  Larger agencies are experiencing increased retirements as baby boomers age. We are also struggling to attain gender and racial diversity in our departments.”

The Wear the Badge campaign will include a series of short, authentic video profiles or mini-documentaries of Minnesota police officers at work explaining why they chose to Wear the Badge.  The videos were produced by the MCPA and will be distributed monthly through social media networks, statewide and community partnerships, law enforcement agencies and events and other channels.  The videos, along with blogposts, podcasts and career information, will be highlighted on wearthebadge.org.

“Technology is not only changing this career, it’s also changing the way people research police work and get their questions answered as they explore career options,” said Jeff Potts, Bloomington’s police chief and Vice President of the MCPA.  “Police work still ranks high as an opportunity to serve and make a difference in your local community. The Wear the Badge campaign will hammer home that message and we hope entice more Minnesotans to choose this honorable profession as their career.”

 

About the MCPA

The Minnesota Chiefs of Police Association (MCPA) is a non-profit professional member organization whose mission is to provide the highest quality of police services and leadership to the people of Minnesota. The vision is to be the recognized voice for professional law enforcement in Minnesota. The MCPA represents approximately 500 police chiefs and command staff at municipal and state law enforcement agencies across Minnesota. For more, visit www.mnchiefs.org.

 

 

Law Enforcement Job Openings 

A full listing of Minnesota jobs in law enforcement can be found on the MN POST job opportunities website.

If you are a Minnesota police department and would like your job opening published on this page, please contact [email protected].


Police Chief, City of Northfield

Application deadline: Friday, May 17, 2024
The City of Northfield is recruiting for a full-time Chief of Police. Northfield is a vibrant, two-college community located on the southern edge of the Minneapolis-St. Paul metropolitan area and is well known for its educational excellence, historic character, large manufacturers, and charming downtown. The position reports to the City Administrator and is responsible for leading a progressive police department with 26 sworn officers, and 6 civilian staff. Learn more and apply.

 

The Executive Training Institute and Law Enforcement Expo has been moved to November 1st - 4th at the River's Edge Convention Center in St. Cloud.  If you have not cancelled your booking, your reservations will likely be transferred to the new dates.  This includes...

    • The Kelly Inn is transferring reservations to November.  If you need to cancel your booking, call the reservations line at 320-253-0606. The Kelly Inn was fully booked for ETI in April, so it will be fully booked for November until/unless there are cancellations.
    • The Courtyard by Marriott St. Cloud - Reservations transferred to November.  Call to cancel 320-654-1661
    • Country Inn and Suites - Reservations transferred to November  Call to cancel: 320-252-8282
    • Grandstay - Reservations transferred to November.  Call to cancel:  320-251-5400
    • Holiday Inn & Suite - Reservation transferred to November.  Call to cancel:  320-253-9000
 
 
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