Case Study: Baltimore Police Department boosts recruitment with idfive

Baltimore Police Department doubles applications with idfive

The Baltimore Police Department faced significant recruitment challenges due to a strained community relationship, a changing economy, and national issues in policing. They partnered with the vendor idfive to develop an authentic and hopeful recruitment and engagement campaign that could demonstrate their commitment to positive change and constitutional community policing.

idfive's solution was the #aforceforgood campaign, which centered on bold, honest messaging and branding that used Baltimore's colors instead of traditional police blue. The strategy focused on sharing the real stories of officers making a difference through digital ads, social media content, and targeted online advertising. This approach successfully reframed the role of a police officer. As a result, idfive helped the department double its applications and increase its hiring pace by 33% within a year, generating over 13 million impressions and 265,000 audience interactions.

Baltimore Police Department