Government & Public Sector / Advertising
Recruiting officers where they already spend their attention
The challenge
Police recruitment competes with every other employer for the same small pool of people who are willing and eligible to serve. Job boards reach candidates who are already looking. The department needed to reach the ones who were not, hold their attention long enough to consider the badge, and do it inside a two-month window with open positions waiting to be filled.
- Market
- Government & Public Sector
- Capability
- Advertising
- Client
- City of Corona Police Department
The outcome
0.0M
Ad impressions in two months
Result
0
Campaign ad clicks
Result
0.00%
Click-through rate
What we did
Audience definition came first. Prospective law enforcement candidates were profiled by demographic, behavioral, and geographic signals, then built into programmatic segments the DSP could buy against in real time.
Creative carried the department's own voice. Rather than restating an opening, the units showed the work, the training, and the community role that make the job worth choosing, giving a passive candidate a reason to stop.
Delivery was managed daily. Placements, frequency, and audience weighting were adjusted against engagement so budget shifted toward the inventory that produced qualified clicks, not just cheap impressions.
The campaign accumulated 2.7 million impressions and 1,016 clicks at a 0.29% click-through rate, a strong figure for a specialized recruitment audience where the qualified pool is deliberately narrow.
The outcome that mattered was operational. Every open officer position was filled inside the two-month flight, and the department now has a repeatable digital model for the next hiring cycle.
Creative spoke to service and career rather than a vacancy list.
Target the candidate, not the job seeker
The campaign ran through a programmatic DSP so placements followed people rather than pages. Audience signals identified prospective recruits by profile and behavior, creative spoke to service and career rather than a vacancy list, and delivery was tuned continuously against click behavior across the two-month flight.
Recruitment advertising works when it reaches people before they decide to look. That is a targeting problem, not a listings problem.
In their words
“This two-month programmatic display campaign, orchestrated in partnership with Raincross, was a game-changer for our recruitment efforts. Not only did we achieve an unprecedented reach, but we also successfully filled all our open officer positions, a testament to the targeted effectiveness and innovative approach of the campaign. Raincross's expertise was instrumental in translating our recruitment goals into tangible results.”
Let's fill the roles you cannot leave open
Tell us who you need to reach and how fast. We will build the programmatic plan that gets in front of them.