In an ambitious move to address the staffing crisis that has hit public safety departments nationwide, Minneapolis Mayor Jacob Frey and city officials have unveiled a multi-year, comprehensive recruitment campaign for the Minneapolis Police Department (MPD) and 911 emergency services. The city is on the hunt for individuals who bring talent and a commitment to community service, aiming to draw applicants for challenging roles such as 911 call takers and police officers.
"This campaign is simply about the livelihood and safety of our city, about protecting and saving lives," Mayor Frey expressed in a recent announcement. The focus is on being competitive in the realm of local government recruitment, a tough battle given current shortages. The campaign slogan "Imagine yourself here. Start your career here. Turn your passion into a career," encourages candidates to find meaningful work within Minneapolis, a statement Mayor Frey reiterated.
The campaign, developed with a professional services firm since September last year, includes Human Resources, the Office of Community Safety, and the Mayor’s Office, and has been tailoring a strategy to meet the city’s immediate and future hiring needs. As per the City’s website, it leverages a paid-media approach that spans various multimedia channels aiming to attract a demographically diverse applicant pool.
Community Safety Commissioner Toddrick Barnette highlighted the significance of the campaign, stating, "A fully-staffed police department and a fully-staffed emergency communications center are critical elements of our community safety ecosystem." With current staff doing remarkable work, the campaign's goal is to supplement the workforce to meet the high demand for community safety services. Police Chief Brian O’Hara's optimism was palpable, describing policing as a noble profession where individuals can find their public service calling.
The "Imagine Yourself" initiative strategically targets potential candidates aged 18-44 residing within a 300-mile radius of Minneapolis. Its multimedia approach encompasses a fresh website, social media platforms including Meta and LinkedIn, as well as Google and YouTube ads. Prospective talents will also find job postings, email content, videos, and outdoor advertising, complete with translations in Somali, Spanish, and Hmong to reach the diverse Minneapolis population.
Funded partly by the $7M allocation from the American Rescue Plan Act approved last year, the campaign does not stand alone. It's a component of the City’s broader recruitment efforts, with other strategies set to roll out throughout the following year. These efforts are complemented by MPD's robust on-the-ground recruitment drives, which include local internships, career fairs, college visits nationwide, and outreach to military bases. In parallel, application and background check processes have been expedited to welcome qualified candidates swiftly, enhancing the city's public safety workforce.
