Building on the success of the Police recruitment video, we needed to keep the momentum up and continue to attract new recruits for NZ Police. The program needs to deliver 1,800 applicants in the next three years, with substantial spikes in Māori, Pasifika, Asian and female candidates.
But this wasn’t just about hitting the recruitment numbers. It was about changing the perception of the NZ Police employer brand and their core values.
What we based our thinking on
We used insights from research to understand what opportunities we should be focusing our efforts on. The key insights that lay the foundation of our thinking were:
- there are 12,000 people behind the uniform that bring their own unique personalities and background to the job.
- for most potential recruits their whānau worry about their safety. But they’re more worried about being fit enough or believe that their current life experience or skills would prevent them from being considered.
- to overcome questions prior to joining, many will turn to cops they may know to make sure it’ll be a good career for them.
- the public was unaware of the values of the NZ Police employer brand and attributes they were looking for from potential candidates.
So, we focused on communicating the important attributes of diverse recruits, particularly Māori and female, by showing our unique personalities to the public and bringing them to life in an entertaining way.
We needed to support this, be informative and give our target audience, their families and friends the chance to ask the police questions about what the job involves and see if it’s the right fit for them. Removing what might be the final hurdle to candidates signing up.
"Our staff absolutely love it! We'll work on populating the site with more videos."
— NZ Police
We created an employee voice platform, branded ChatCops. It’s an accessible digital platform where our target audience can get bite-sized insights into everyday life at NZ Police. Officers answer questions from the public by posting authentic videos, demonstrating the skills and attributes needed to become a cop and the core values embodied by NZ Police.
This content is supported by the NZ Police comms teams through their social channels.
The platform had a huge impact on the NZ Police employer brand - triggering significant and sustainable positive conversation, shifting the perception of NZ Police on the whole, and the type of people they recruit to be cops.
Over the first two weeks, the platform had over 4.5K unique users, and the videos received over 15,000 views.
NZ Police have also seen:
- 615% increase in diverse profile applications
- 73% of people agree that NZ Police care about their community
- Users are actively watching the videos with 15 minutes as the average time on page
- On average, monthly video views of over 6,000.