Challenge
The Birmingham Police Department (BPD) faced significant recruitment challenges, including increased competition for qualified candidates and the need to build a stronger, more diverse pipeline. BPD needed a partner that could move beyond traditional recruitment tactics to reach new audiences and convert interest into action.
Solution
Branding and Recruitment Campaign
Markstein partnered with BPD to develop a research-driven recruitment campaign rooted in community insight. We conducted in-depth audience research and mapping to identify key barriers, motivators, and misconceptions among potential candidates. To support hyper-local engagement in priority neighborhoods, we partnered with Rebirth Marketing Consulting, a local firm with deep community knowledge and on-the-ground expertise. Using these insights, we developed a strategic and creative recruitment campaign designed to build trust and relevance. This included an authentic recruitment video featuring real BPD officers, helping humanize the role and strengthen credibility with prospective candidates.
Workforce Solutions and Conversion Strategy
To translate awareness into action, Markstein focused on reducing friction across the recruitment funnel. We designed and launched a dedicated recruitment landing page with clear messaging, streamlined pathways, and straightforward next steps. This approach helped guide interested candidates from initial exposure through application, improving conversion while maintaining alignment with the campaign’s brand and messaging.
Results
The campaign helped Birmingham Police recruit the largest police academy classes in department history. Cost per candidate lead consistently outperformed both industry and staffing benchmarks, demonstrating measurable impact and long-term value.
