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Company launches recruiting tools for law enforcement

September 23, 2018

ALBUQUERQUE, N.M. (AP) — A New Mexico advertising agency is marketing new social media-based recruiting tools that help law enforcement agencies nationwide expand their ranks.

Boomtime went live with two new interactive websites and apps last month to boost New Mexico State Police and Bernalillo County Metropolitan Detention Center efforts to connect with a younger generation of potential recruits, The Albuquerque Journal reported .

Now, the company is using those platforms as a model for other agencies across the country.

“We’re bringing police into the modern era of communications to meet and connect with people where they are accustomed to interacting today — through social media,” Boomtime marketing strategist Justin Butler said.

State Police Capt. Jesse Williams said Boomtime’s tools are opening a new channel of communication to help resolve a chronic labor shortage that keeps the force well below the number of officers authorized by the Legislature.

The new website and app highlight the benefits and personal rewards of police work that are often obscured through bad publicity, Williams said.

“It’s a challenge to show the positive things we do,” he said. “The website helps us humanize the police force to show that officers are normal guys and gals. They wear uniforms, but they’re people with heartbeats behind the badges.”

The site includes video interviews with officers, shows the range of career options and location assignments and guides visitors through the financial benefits and application process.

A mobile app draws users into the website through interactive emails.

The Metropolitan Detention Center site is more customized to its needs, according to center spokeswoman Candace Hopkins.

“Recruiters can pull up the website right on their phones, or someone at home thinking about becoming a corrections officer can pull it up and get a wealth of information,” Hopkins said.

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Information from: Albuquerque Journal, http://www.abqjournal.com

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