Police Recruiting 101: Increasing Applicant Engagement!

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Are you tired of applicants not showing up to testing, withdrawing, or worse yet, consistently choosing another agency over yours?  Keeping police officer applicants interested in your agency can be challenging but I’ve got the six areas you need to start focusing on to keep your applicants interested, excited, and engaged in your hiring process...keep reading! 👀

Hey everyone, it’s Tom Sye your Police Marketing FTO and I know we spend a lot of time on police marketing and attracting applicants to your agency, as we should, that’s what we’re here to help with after all, but this week, let’s talk about another hugely important area to your police recruiting efforts and that is how to keep your applicants interested and engaged once you get them in the door. 🚪

I know firsthand how frustrating it can be when someone you really liked withdraws or chooses another agency and leaves you scratching your head and wondering what the heck happened.  I also know how it feels when only half the people you expected actually show up to your police testing.  It’s enough to make you want to pull your hair out.  😡 

But then I started thinking about why this was happening and realized people were applying for a testing date that was a month away...sometimes longer.  They’d do a background interview and would hear nothing for another month.  They’d complete another step in the process and several more weeks would go by.  We weren’t ignoring them, mind you, we were just busy working their backgrounds. 🤷‍♂️  

Then basic human reality hit me, and I recognized that we simply weren’t doing enough to keep people interested throughout the process.  They got bored with waiting.  That’s when everything changed for me, just like it can for you and your agency when you start focusing on engaging with your applicants in these six areas. 💡

Area number 1: After they apply

Of course, most application processing systems these days have some sort of auto response once an application is received (if yours doesn’t get one that does ASAP), but don’t stop there and settle for a generic message.  😴

Let your applicants know that you have received their application but break free from the typical form response and personalize it a bit.  Get rid of the first name/last name or Mr. or Mrs. address and call them by their first name.  This begins the relationship building process.  Let them know you are excited for them and provide the date or dates of testing so they can start requesting time off and blocking it out on their personal calendars. 📅

Keep this message short and sweet and don’t overwhelm them with a ton of details right off the bat. 😎

Area number 2: Before testing

This is where you will start sending more and more details of what will be needed during the testing process.  This can be done in one or a series of emails, depending on how far out you are from testing.  Let your applicants know what the testing standards are, what they should bring with them, what they should wear, the locations for testing, and anything else that is relevant for them to know such as important documents or notarized page requirements. 📝

You can also attach any tip guides you have created or provide a link to where they can view them.   Again, keep your tone very informal and encouraging.  You and your applicant are on the same team here...with the same goal...pass testing! 😀

Area number 3: After testing

I think that most agencies are at least sending out some sort of generic form email that says thanks for testing and if you passed, you’re on the eligibility list or if you’ve failed then to reapply.  If you’re doing that and only that though...congratulations, you’ve just begun the process of losing your applicants interest. 👎

Take this time, regardless of what happened at testing, to continue building a relationship with your applicants! 🥰

For those who passed, a heartfelt congratulations with details of what the next steps are.  If it’s more testing, head back to area number 2.  If it’s the eligibility list, let them know how long that is good for, what the estimated time frame for moving forward might be (if known), and what they will need from this point on.  If you get them working on documents and other things they’ll need along the way now, they’ll still be interested later, when you’re finally ready for them. 😁

If your applicant failed testing, don’t just cast them off into the darkness.  Give a genuine thank you for coming out to testing and encourage them to come back.  If you have study guides or tips guides include those so they can improve.  If you have a run with a recruiter program or offer testing assistance...tell them about that too. 🚀

Even if you know someone won’t make it through your process for whatever reason...treat them right!  Just because they may not be a good fit, that doesn’t mean they don’t know someone who would be.  If you treat them poorly, you’re never getting a recommendation. 😒 

Area number 4:  Moved into backgrounds

When an applicant is being moved into the background phase of your hiring process, let them know right away with a quick email.  The Background Investigator should congratulate them on moving forward, let them know they are assigned to them, and provide some quick details on what will be happening next. 🗣️

Whether it’s a phone call to set up an interview, paperwork that now needs to be completed, schedule requests, or whatever else it is that you need, let them know here in a friendly and encouraging way.  Remember...you’re still a team with a new, but same goal...get them through the background process. 🏆

If you come off stiff or authoritarian at this stage...your applicants are going to start losing interest. 😑

Area number 5: After any big step

Any time that an applicant passes something, let them know!  Passed polygraph, send an email.  Had a good ride along, send an email.  Executive interview, email.  Psych, medical, whatever it is...a quick email congratulating them on making it through will go a long way.  🙌

You should be noticing a theme here: keep it positive.  Be encouraging.  Be genuine and excited for them.  If none of that is true and you don’t feel that way, you’re probably in the wrong line of work.  We should be happy for the people in our process...if you’re not, applicants will feel that, lose interest in your agency and go somewhere people are happy for them. 🤔

Area number 6: every two weeks until hired

I’ve definitely saved the best for last, and this area will absolutely change your recruiting. 💯

Every two weeks, regardless of when the last time you communicated was, an email should be sent to the applicant letting them know where they’re at and how things are coming along. 📈

If you’re still missing any documents, forms, paperwork, or still haven’t heard back from a reference or two, this is the time to let your applicant know...so they can get on it for you and help you get things done. 🆘

When applicants are on things for you and helping to get things done, guess what they are?  That’s right...interested!  If you want to keep them engaged do not skip this step.  It is critical for keeping your applicants in your process. ⚠️

So, what do you think?  Discover some new areas of communication that you’ve been missing out on?  Most agencies aren’t doing a lot of these, and this is where you can really take advantage and win an applicant over.  Never lose sight of that. 💪

Looking for some more help in getting your police recruiting headed in the right direction? 

My Road to Better Recruiting course is enrolling right now! If you want to start recruiting like it’s 2025, this one's for you! You can learn more about the course on my website at forcopstraining.com/rtbr. 

Have a friend at another agency who’s been struggling with keeping their applicants engaged?  Give this newsletter a like or share it with them so they can learn too.  Remember, we’re all in this together and the future of our profession depends on all of us being better.  🤝  

Have more questions about police recruiting, marketing, or anything else you're struggling with? Don't hesitate to reach out...I’m always here to help. ⛑

Until next week my Police Marketing Squad, happy recruiting! 😃

Tom

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👋 I’m Tom Sye, your Police Marketing FTO. I founded ‘For Cops’ Training to teach Police Departments how to attract more qualified candidates through the same tried and tested methods I’ve used for the past ten years at my own department to keep up with turnover and stay ahead of vacancies.

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