311% Increase in overall Conversions
Increase in relevant conversions
Decrease in cost per conversions
Times more applicants than client’s initial goal
The City of San Leandro is a diverse community located in the Bay Area of California. The city has a population of over 89,000 and is home to a variety of industries, including technology, manufacturing, and healthcare. The San Leandro Police Department (SLPD) is the city’s law enforcement agency responsible for maintaining public safety and enforcing laws.
2022 was a tough year for law enforcement agency recruitment and retention. 2023 has seen these challen- es further compounded as municipal, county, and state agencies, like SLPD, are experiencing a constant cycle of retirements, resignations, and fewer hires, leaving the communities they protect with understaffed agencies and potentially underqualified officers.
Agencies have had to make concessions such as signing bonuses, higher salaries, and flexible schedules. Yet, this has led to even greater frustration for employers since doing all that still does not guarantee candidates will apply, let alone pass through all pre-employment phases.
Given the situation, SLPD turned to digital marketing, specifically by running Google Ads themselves, to seek recruitment applications and offer a simple, streamlined application process. However, the results were far from successful as expected. That’s why the City of San Leandro went seeking help from an expert.
SLPD approached us at Hite Digital, a digital marketing agency specializing in law enforcement recruitment, to help them increase their number of employee candidates. The department had the specific goal of obtaining 5 recruits (entry-level) applications or 2 lateral applications per month. Hite Digital was chosen for our expertise in the public safety industry and proven track record of success.
With our help, SLPD received 240 applications and 45 suitable candidates in a 4.5 months period: from December 2022 through April 2023 (less than half the time before we stepped in).
Looking at it in an equal time frame of 5 months:
From July to November 2022, SLPD received:
- 77 applications
- 7 suitable applicants
With Hite Digital's assistance, and in 2 fewer weeks, SLPD got:
- 240 applications
- 45 suitable candidates
5 Month Performance Comparison
Resulting in a +311% increase in overall applications and +643% in applicants that moved forward.
Performance Max Ads
The results achieved with the Performance Max ads video were amazing, attracting more than 6.5M impressions and more than 850K views. It soon became the best-performing ad of the entire campaign, featuring on platforms such as YouTube.
Results for our Responsive Video Ad
+ 6,500,000 Impressions
+ 850,000 Views
$ 160 Cost / Conversions
Through Hite Digital’s expertise in law enforcement recruitment, adjustments to the targeting, proper setup of conversion tracking, website improvements, implementation of a PPC campaign, and Performance Max ads video campaign, SLPD was able to achieve a significant increase in their recruiting efforts.
The department was able to surpass their initial goal of 5 recruit applications or 2 lateral applications per month and was able to find suitable candidates faster and with a more cost-effective ad spend.
The City of San Leandro made the right decision with Hite Digital. What are you waiting for?
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