BC Sheriff Service
Recruitment Campaign
Client
BC Sheriff Service
Timeline
September 2023 –
September 2024
Services
Multiple Recruitment Campaigns
Project Overview
Our team was tasked with creating a comprehensive recruitment campaign to fill over 200 vacancies for the BC Sheriff Service. We were awarded the RFP based on the success of our previous campaigns for the Adult Custody Division within BC Corrections, where we effectively attracted top-tier candidates to critical roles.
Leveraging our deep understanding of the target audience and industry-specific requirements, we developed a strategic campaign that included tailored messaging, digital outreach, and multi-channel marketing initiatives. Our goal was to engage qualified candidates and position the BC Sheriff Service as an employer of choice, ensuring the recruitment of skilled professionals to strengthen public safety across the province.
The Challenge
One of the key challenges during this process was the urgent need to fill over 200 vacancies for the BC Sheriff Service. Our goal was not only to substantially increase the quantity of applications but also to attract top-level talent that was highly qualified and capable of succeeding through the rigorous recruitment and training process. Additionally, our team was unable to use traditional social media platforms like Facebook, Instagram and Tiktok due to the Federal Government restrictions at the time. The pool of qualified candidates was limited, and we were competing with other municipal law enforcement agencies, such as the Vancouver Police Department, as well as Canadian Border Services, which made it substantially more difficult to stand out and secure the best candidates.
To overcome these challenges, our team took a deep dive into understanding the dynamics of the recruitment process for the BC Sheriff Service, identifying key factors that were driving success for other law enforcement agencies. We researched why agencies like the Vancouver Police Department and Canadian Border Services were attracting top-tier candidates and analyzed their recruitment strategies. By gaining insights into their approach, we were able to tailor our campaign to highlight the unique benefits of working with the BC Sheriff Service while addressing the specific concerns and motivations of prospective candidates, ultimately positioning the service as an attractive and competitive employer.
The Results
We conducted surveys with many of the new BC Sheriff Service recruits to gain a deeper understanding of why they chose to join the BC Sheriff Service over other law enforcement agencies. We explored their motivations, pain points, and needs, which were crucial in shaping a strategy that would resonate with potential candidates. By gaining insight into what drew them to apply, we were able to craft targeted messaging and tailor our approach to effectively highlight the unique advantages of working for the BC Sheriff Service, ensuring a more successful recruitment campaign.
Through a comprehensive multimedia marketing plan, which combined traditional media such as newspaper ads, radio spots, and sports arena placements with digital campaigns across Google and various social media platforms, we successfully attracted over 600 applicants for the BC Sheriff Service recruitment campaign. This approach was particularly effective in filling many of the vacant positions, especially in northern BC, where recruiting has traditionally been more challenging. Our targeted strategy not only increased the volume of applications but also helped bring in highly qualified candidates, ensuring the service could meet its staffing needs across the province.