5 correctional recruitment videos that work (and why your agency should make one)
A well-produced and thoughtful video can become an important multipurpose tool for every agency
When it comes to posting information on social media, video is king. According to a study by Cisco, online videos will make up more than 82% of all consumer internet traffic by 2022, which is 15 times higher than it was in 2017. Over 1.9 billion people use YouTube and Facebook has 8 billion video views a day.
If your agency is not using video to recruit correctional officers, then you are missing out on the opportunity to reach thousands of potential candidates.
"A well-produced and thoughtful video can become an important multipurpose tool for every law enforcement agency," wrote videographer Dan Cohen in an article for Police1 on how departments can use video to recruit new hires.
However, video production must be carefully crafted, notes Cohen, as every word and image communicates a message about your department and how you relate to the community you serve.
"The best video producers are companies who have spent time around law enforcement, who understand the profession and instinctively know the impact of an image in a social world. One inadvertent image can easily send the wrong message," Cohen advised. "The producer should help you focus your messages, what you want to communicate to officer candidates about the job, and what makes a career in your department more unique than others. They should help you identify who might be best in front of the camera as the face of your department to the world."
If you’re looking for some inspiration for a correctional officer recruitment video storyboard, check out these examples below.
Jacksonville Sheriff's Office: a corrections career offers variety
"We have 28 different positions just in the jail alone to be able to work."
Santa Cruz County Sheriff's Office: a team environment
"You are going to work hard but you are going to take home a lot of pride and good relationships you develop with your coworkers."
Hamilton County jail: no day is the same
"Every day is different. One day you might be working the POD, the next day receiving people."
BC Corrections: it's all about the people
"Being a BC corrections officer is about connecting with people and using your training to have a positive impact on the community."
Merrimack County DOC: not just a job, but a career
"We have a very good training department that invests heavily not only in the physical safety, but also the emotional safety of our officers."