Australian Federal Police
Attraction strategy development
Situation
The AFP is a unique law enforcement body in Australia with responsibilities for community policing in the ACT, national operations and international operations.
The problem faced by the AFP was how to find 500 new recruits in an increasingly competitive, law enforcement recruitment market place with a large number of competing players including state governments which were also strengthening their new recruit numbers.
Solution
We conducted research with employees using focus groups, interviews and an online survey to identify AFP value propositions perceived by employees to be part of the AFP brand.
The value propositions were assessed by participants in terms of their importance to the employee and the extent to which they were being fulfilled by the organisation.
Outcome
The hierarchy of value propositions based on importance and fulfilment factors was used to develop new TV advertisements, recruitment videos, brochures and media advertisements which made use of carefully selected brand ambassadors from the AFP.