b'Photo credit: Chris Culham, Ontario Police College.formed in February 2023 and broughttoattractapplicants,whilesmallerrecruitment shortfalls to main-togethertheOntarioAssociationofservices struggle. tain public safety and suggest ChiefsofPolice(OACP),IndigenousThe CWG submitted recommenda- a coordinated, well-funded PoliceChiefsofOntario(IPCO),tions with a proposed plan of actionapproach to marketing the Ontario Association of Police Servicesto the Ministry as part of the ongoingpolicing profession in Ontario.Boards(OAPSB),OntarioProvincialengagementbetweenthepoliceCONCLUSIONPolice(OPP),OntarioProvincialsectorandgovernmentonways PoliceAssociation(OPPA),PolicetosupportpositivechangesinlawThe challenges facing police recruit-Association of Ontario (PAO), Torontoenforcement,includingtherecruit- ment in Ontario are substantial, but PoliceService(TPS)andTorontoment and hiring of qualified, diversetheyarenotinsurmountable;they Police Association (TPA) to develop anew police officers who bring a myriadare about adapting to new realities. collaborative approach to the wickedof qualities to their chosen profession.Attractingthenextgenerationof problemsinvolvedinpolicerecruit- Thereportincludesamulti-phasedofficers who are not only skilled and ment today. The CWG brings togetherplanofresearch,strategy,creativediverse,butalsopassionateabout a wealth of experience and expertisedevelopment, production and mediapublic service is perhaps the greatest to tackle these complex issues. advertising. The report also outlineschallengefacingpoliceservicesin Thegrouptooktodevelopathe current challenges and opportun- Ontario.Seniorpoliceleaderswill comprehensiveRecommendationities related to police recruitment incontinue to have an instrumental role Report,whichoutlinedthecurrentOntario, including: indrivingthistransformationand challenges and opportunities relatedensuring that Ontarios law enforce-The focus must include a par-topolicerecruitmentinOntario.Inticular focus on millennials andment agencies continue to meet the itsreport,whichwassharedwithgen Z, who require marketingevolvingneedsofthecommunities the Ontario Ministry of the Solicitorthat is authentic, relatable andthey serve.General,theCWGidentifiedcurrentgeared towards short-form, barrierstorecruitment,includingengaging content.negativemediaportrayalsofpoli- New recruits consistentlyDr. Jos Lus (Joe) Couto has servedcing,increasedviolencetowardas Director of Government Relationsofficersandahighlycompetitiveemphasize the need forand Communications for the OACP forjobmarket,whicharedeterringimproved recruitment outreach, potentialapplicants.Additionally,itstreamlined and digitized appli- 20 years. He can be contacted at foundthatrecruitingstrategiesandcation processes and consistentjcouto@oacp.ca.marketingexpertisevarygreatlycommunication with applicants. Emma Sweeney is a Communications fromservicetoservice,oftenwithWe must bring a senseSpecialist for the OACP. She can belarger services having more resourcesof urgency to addressingreached at communications@oacp.ca.10 H.Q. Winter 2024/2025'