Increasing the ranks

No one wants a reason to call the police. But our call to join the police was welcomed by many.

The challenge

Tasked with creating a new website to recruit 20,000 additional officers, we needed to nurture the right kind of applicants – right aptitude, attitude, and resilience. And encourage those from under-represented communities to apply.

Our solution

Our investigations revealed that joining the police is often a slow-burn decision. So our website acts as an information hub for diverse audiences. Providing answers, removing barriers and motivating applicants. Giving them an inspiring but realistic insight into what a career in twenty first century policing entails.

The result

I feel like we have achieved so much in tough circumstances [during the pandemic]: a brand new website, getting all those email subscribers from scratch, amazing newsletters and an incredible content workshop to name a few.

Olivia Fox, Strategic Communications, Home Office