Campaign details

Brand: City of Fremont
Agency: The Hoffman Agency

Framing The Assignment

BRING FREMONT POLICE DEPARTMENTS ONLINE RECRUITING EFFORT INTO THE 21st CENTURY

  • The PD hasn't been able to fill 19 job openings for officers.
    • Online applications declined from 3,000 in 2016 to roughly 1,500 per year in 2017 and 2018.
    • The officers hired last year offset by the number of officers who retired last year.
  • The Department's online "sell" consisted of a home page which funneled job candidates to a single recruiting page (next slides).
    • Not communicating in the "language" of the target audience (22 - 32 years old)
    • Poor user experience (UX)
    • Lack of storytelling
    • Little traffic from organic search

FREMONT POLICE DEPARTMENT HOME PAGE