The Marion County Sheriff’s Office (MCSO) has long been a pillar of public safety in Oregon, serving its community with a commitment to integrity, inclusion, and innovation. With a growing population and evolving challenges in law enforcement recruitment, MCSO partnered with Watson Creative to reimagine its messaging, streamline its digital presence, and attract candidates who align with its values of service, empathy, and growth.
Unlike larger state or city law enforcement agencies, MCSO operates with a deep connection to the local community. This connection is reflected in its commitment to creating a family-oriented environment for its team while emphasizing transparency and progressiveness in policing. Watson’s approach began with a thorough exploration of MCSO’s key values, targeting candidates who are not only skilled but also empathetic, coachable, and community-minded.
Watson identified four core personas to guide the recruitment campaign: Go-Getters, individuals seeking personal and professional growth; Seekers, motivated by purpose and connection; Reformers, eager to improve policing from within; and Laterals, experienced officers looking for a supportive and inclusive environment. These personas informed every element of the strategy, ensuring MCSO’s messaging resonated with its diverse audience.
To achieve MCSO’s recruitment goals, Watson developed a multi-faceted strategy that included:
Community Events: Recruitment efforts extended into local events, showcasing MCSO’s role as a trusted and approachable presence in Marion County.
The impact of Watson’s work with MCSO was immediate and measurable. The revamped website experienced increased traffic, with a significant rise in completed applications. Social media campaigns drove engagement, helping MCSO connect with candidates who aligned with its core values. Community feedback praised the agency’s authenticity and commitment to inclusivity, strengthening its reputation as a progressive law enforcement agency.
Existing deputies also noted an increase in workplace morale, driven by the campaign’s emphasis on creating a welcoming and growth-oriented environment. The alignment between MCSO’s values and its recruitment strategy not only attracted top talent but also reinforced its identity as a trusted and innovative organization.
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