Public security organizations need to attract young talent.
Therefore, LEAs use social media to reach and attract young applicants.
Recruitment can be very effective when with a comprehensive SOCIAL MEDIA STRATEGY and part of normal social communications. German police forces report how even communication on social media not related to recruitment helps making people aware of the police and recognize them as a modern organization.
Even though the German police force was critized for this unsual rap video, it helped recruitment:
#Crimediggers: As part of a recruitment campaign to recruit digital detectives, the Netherlands police has built an online challenge. Through the “Crime Diggers” challenge, participants can get acquainted with both digital and financial investigations: https://www.crimediggers.nl/
In Northern Ireland PSNI also actively advertise job applications for all positions within PSNI on social media.