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Diversifying a Major Fire Department

Transforming Diversity in Firefighting Recruitment: A Case Study

How a major metropolitan fire department transformed recruitment to reflect its community. 

Challenge

A major metropolitan fire department faced a lack of workforce diversity, with historical stereotypes limiting applications from women and people of color. Awareness efforts alone weren’t enough to inspire action or break down cultural barriers.

Solution

  • Localized outreach: Neighborhood-specific ads featuring diverse firefighters emphasized inclusion.
  • Authentic storytelling: Real-life firefighter stories dispelled myths and inspired candidates.
  • Digital engagement: A revamped website and dynamic retargeting nurtured candidates through targeted ads and email campaigns.
  • Personalized communications: Tailored messaging kept candidates engaged and supported.

Results

  • 2.2M impressions
  • Increased diversity
  • Cost efficiency

 

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