Case Study: Los Angeles Fire Department boosts diverse firefighter recruitment with Quigley-Simpson

Los Angeles Fire Department

The Los Angeles Fire Department faced the challenge of recruiting a more diverse workforce that better reflected the city's population, with a specific goal to attract more women and people of color. To address this, they partnered with the vendor Quigley-Simpson, which provided integrated strategic planning, media strategy, and a multi-channel advertising campaign.

Quigley-Simpson's solution was a values-driven storytelling campaign that targeted professionals like veterans, athletes, nurses, and lifeguards, showing them as natural fits for the department. The campaign featured diverse talent wearing the LAFD badge across out-of-home, digital, and paid social platforms, and also secured a partnership with the L.A. Sparks. This strategy resulted in double-digit gains in recruiting women and diverse candidates within just five months, while also generating significant press coverage for the initiative.

Los Angeles Fire Department