Social Media Case Study: The Police
Social media challenge:
Hertfordshire Police is committed to reducing crime and disorder by working together with the local communities, partner agencies and the people of Hertfordshire. The use of volunteers as Special Constables is well established amongst most police forces. A Special Constable is a person who is unpaid, contributes time and skills and undertakes tasks and duties to assist in the reduction of crime. Hertfordshire Constabulary required the recruitment of 300 Special constables (otherwise known as Voluntary Police Officers) in the 2009/10 year.
The objective was to drive this down the cost per application as much as possible, whilst continuing to improve conversion rates from receipt of application to the candidate commencing training.
Approach:
agency:2 developed an approach that utilised our extensive experience in social media marketing. We implemented a campaign that started with social media monitoring and evolved into a strategy that included conversational posts on forums and seeding of videos that evoked an overwhelming flow of direct applications.
We focused the campaign within a 50 mile radius of Hertfordshire.
Results:
The volume of job applications increased by over 230% whilst the cost per application reduced by 90%
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2011 technology