The initial focus was on diversity: The LAPD is struggling to hit its targets for recruiting women, Black, and Asian American applicants.
But the pandemic ended almost all offline events, meaning McCraney’s team had to find more women and applicants of color without actually targeting women or people of color.
The LAPD is one of many police departments recruiting by targeting ads based on personality, not identity.
Police agencies want job ads to make the position look benevolent and community-oriented, explains Dallas Thompson, an account director with Sensis.
Wendy Koslicki, an assistant professor of criminal justice and criminology at Ball State University, studied hundreds of hours of police recruitment videos.