Editor’s note: We recently announced the winner of Police1’s top police recruitment videos of 2025, but there are so many creative and impactful police recruitment strategies to highlight that we’ve decided to keep the momentum going. This ongoing series is designed to celebrate best practices in police recruitment campaigns and provide police departments with police recruitment video ideas.
Across the country, agencies are rethinking how they tell their recruitment stories. For the Eau Claire (Wisconsin) Police Department, that meant looking backward. Their 2025 recruitment video centers on childhood dreams and the idea that many officers felt a calling to serve long before they ever put on a badge. The result is a message that has not only driven applications, but also reinforced pride and morale inside the department.
I asked Shannon Hoyt, Media & Communications Specialist, ECPD Professional Standards Bureau, to share the story behind their video.
What were the main goals of your recruitment video and who were you trying to reach?
Our 2025 recruitment video was created with a deep focus on childhood passions and the connections those passions have to a career in policing. Each officer at the Eau Claire Police Department remembers feeling that “call to service.” To evoke emotion in our community and prospective candidates, the video captures the beauty of growing up to serve. We also wanted to show the community the many specialties our department offers and how the interests, passions and skills officers had as children can be used within our agency.
While the video greatly assisted our recruiting efforts, its internal impact was just as powerful. Several officers shared how meaningful it was to be reminded why they do what they do and why they are proud to serve with ECPD.
Many of the children featured in the video are family members of our officers, and we were also fortunate to include one of our local high school football teams.
Many of the children featured in the video are family members of our officers.
What key messages or themes did you want the video to communicate about your agency?
The future of policing starts with you. This line closes the video and reinforces the idea that the future of policing depends on today’s youth. The passions they have now can evolve into a career in law enforcement later. We also wanted to show the community that behind every officer was once a child with a dream.
How did you decide what to show on screen, including the types of work, training or community interactions?
We highlighted a range of specialties to showcase the breadth of opportunities within the Eau Claire Police Department. Whether someone is interested in K9 handling, teamwork, leadership or providing comfort during difficult moments, we wanted prospective recruits to see there is a place for them here.
We wanted to show the community that behind every officer was once a child with a dream.
Who produced the video and who did you choose to feature, and why?
The video was produced in-house by myself and Public Information Officer Ben Hundt. We featured a variety of officers whose diverse backgrounds and skills reflect the strength and depth of our department.
What impact has the video had on your recruitment efforts so far?
Since releasing the video in late September, ECPD has connected with several prospective candidates who said the video inspired them to click “Learn More,” which ultimately led them to apply. The video has only been used in two application cycles so far, and we’re excited to see its continued impact within the department and throughout the community.
There’s no question the video has strengthened officer morale while also enhancing community connections.
What lessons did you learn during the process that could help other agencies planning a recruitment video?
Preparation is everything. Agencies should start by storyboarding ideas, building a realistic timeline and scouting both people and locations. Practice filming key scenes and transitions, and stay flexible. Some scenes may need to change, and reshoots are sometimes necessary.
It’s also critical to listen to the officers involved. Make sure they feel comfortable with how they are presented and understand what to expect on filming days.
Need advice on how to make a police recruitment video? Check out the resources below.
