Law Enforcement Recruitment

Law enforcement agencies across North Carolina reported significant challenges with the recruitment and retention of public safety personnel in 2024. In response, the Governor’s Crime Commission conducted a comprehensive survey of current officers, recruits, former officers and job seekers. The research highlighted an opportunity to help law enforcement agencies across the state better communicate the value of a purpose-driven career in law enforcement.

The Governor’s Crime Commission brought together a communications firm and an advisory group made up of law enforcement professionals representing a range of agency types, including those with successful recruitment models and those facing significant challenges.

The collaboration resulted in the ‘What It Takes’ campaign toolkit, which includes messaging frameworks and communication tools designed to:

• Strengthen recruitment efforts for North Carolina law enforcement agencies, especially smaller rural agencies.
• Promote a unified message across law enforcement agencies statewide.
• Correct misconceptions about law enforcement by highlighting the foundational principles of policing in a fresh and engaging way.

Campaign Video Assets

Email Michelle Beck for full video files.