Case Study: New York State Police boosts diverse trooper applicants with Miller Advertising

New York State Police reaches 3 million video views with Miller Advertising

The New York State Police faced the challenge of diversifying its workforce to better mirror the state's population, specifically needing to recruit more Black, Hispanic, and female candidates for the Trooper Exam. They engaged Miller Advertising to overhaul their recruitment strategy.

Miller Advertising implemented a new media plan, including Spanish-language social media ads, and expanded the campaign's budget significantly. The results included over 15,000 applicants for the exam, over 3 million video views on TikTok and YouTube, and a far more diverse candidate pool, with Black, Hispanic, and female representation reaching 20.18%, 25.37%, and 18.86% respectively.

New York State Police