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Issue No. 411 March 2017

Let us in! Applications surge

Police’s New Year Challenge, as seen in Cameron Road, Tauranga.

A record number of people applied to join Police in the first two months of 2017 after a highly successful summer recruitment campaign.

In February 710 people applied to join Police, more than twice the 344 from February 2016. January saw 641 people apply to join Police, almost double the 346 applications made in January 2016.

There has also been a significant increase in the number of visits to the newcops.co.nz website, with more than 50,000 in January alone, and a rise in the numbers taking steps to initiate their recruitment journey.

The extra newcops visits included a 61 percent increase in the number of visits by women, with around 28,000 compared to 17,000 in January 2016.

Deputy Chief Executive People Kaye Ryan says a New Year’s resolution-themed summer recruitment campaign targeting 18 to 24-year-olds played a major role in driving the increase.

“While still using the ‘Do you care enough?’ line, we also focused on the factors that we understood would motivate people to consider a career with us,” says Kaye.

“These included the benefits of being part of the Police team and the opportunity to make a real difference in their community. We combined those propositions with a focus on new year’s resolutions in order to give a sense of urgency.”

Kaye says January is usually a busy period for recruitment teams as people often reflect on new careers over the summer break, but the success of the campaign exceeded expectations.

“We are delighted that the campaign has resonated with our target group in such a tangible way. We expect the interest to grow further following the government announcement last month of an additional 880 officers over the next four years.”


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