Here’s What a Winning Recruitment Video Looks Like (New Zealand Police Style)

December 1, 2017

If you are working on a recruiting video, here are a few tips from the New Zealand Police (trust them, they are pros at this):

  • Include an action sequence worthy of a Michael Bay movie (aka Bad Boys 2)
  • Make sure you have at least one cute pet (preferably in an outfit, uniform is even better)
  • Invite a local celebrity to make an appearance (we see you William “Waiirua” Cribb and your dance moves)
  • Keep it snappy - under 3 minutes long is ideal
  • Most importantly: thoughtfully and organically showcase the diversity and passion of your employees

Not sure how all this could possibly work? Well, funny you should ask, but the aforementioned New Zealand Police recruiting team put this formula to the test and here is the highly entertaining (not to mention, irresistible to talent) result that has over 5M views on Facebook:

The recruiting strategy behind the fun

Sure, the video may be entertaining and goofy but it was put together very thoughtfully and deliberately. It includes 70 real cops and even the Police Commissioner Mike Bush, showing the diversity of the force and sending the message that everyone is welcome there. When you visit the website, this same message is continued:

“First up, forget the stereotypes,” it says. “We’re not looking for cookie-cutter cops. We value who you are and what you could bring to the job as an individual. The strength of our team comes from a diverse range of people, each with different backgrounds, experiences and interests, working towards the same goal.”

Oh and not only can you be you, the video and site also explain that you’ll be paid to get cop-fit:

And get to choose from over 30 different careers.

And top this off, the video also appeals to the sense of purpose and mission in prospects, ending with the question: “Do you care enough to be a cop?”

Hats off to the Kiwi police for managing to have a ton of fun and keeping us all engaged, while shining a bright light on its diverse employees, sense of purpose and pride in the work they do!