Attracting and Recruiting for a Job Only 1% of Graduates Want

What do people, especially the younger generation, know about the police? They get their ideas from films, the news and social media, and most are built around racism or budget cuts in policing. With only 1.6% of grads interested in a career with the police force, a change in public perception was needed.


Police Now have set out to build an early careers attraction campaign targeting people who might never have had exposure to policing before. They decided to diversify the culture for the better. So they looked at what matters most to graduate talent. “This generation wants to make a difference with their job, give something back to society, and work for an employer that cares,” Clare Power, Recruitment & Marketing Director at Police Now said.


“In our messaging and mission to reflect what we’re about, we focused on how the police can bring positive transformation to local communities, increase the public’s confidence and reduce crime. The narrative stemmed from societal change.”

Marketing campaigns did not showcase images of police uniforms, instead they focused on protecting the community and what people cared about (elderly care, tackling intergenerational crime). From an assessment perspective, Clare and her team partnered with Capp to use gamification and VR job simulations to give students a taste of the role.


“The strength of such assessments is that they test for potential, giving candidates a unique approach to show their true self, instead of relying on previous experience,” Hilde van Helsdingen, Senior Client Success Manager at Capp, said.


In 2018, Police Now have received 5,312 applications (of which 52% were female) and 233 of them went on to the academy. Their BAME application intake was double to what traditional policing was receiving.

View Clare Power & Hilde Van Helsdingen's presentation


Clare Power, Recruitment and Marketing Director, Police Now & Hilde van Helsdingen, Senior Client Success Manager, Capp
"Attracting and Recruiting for a Job Only 1% of Graduates Want"