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LA Fire Department Recruitment Ads Invite You to Wear Your Strength on Your Sleeve

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Quigley campaign encourages recruitment to reach a more diverse audience

LA Fire Department Recruitment Ads Invite You to Wear Your Strength on Your Sleeve

The Los Angeles Fire Department (LAFD) is known as one of the largest, finest and toughest fire departments in the nation. Nonetheless, the LAFD faces an ongoing recruitment challenge of attracting a diverse pool of applicants. While past recruitment drives have drawn more capable recruits than available spots, qualified women and people of colour, in general, have been less likely to view themselves as LAFD firefighters, or have not considered the LAFD as a viable career option. After an immersion and discovery phase with the LAFD, Quigley recognised that the individual qualities that define excellence in other arenas - individual and team sports, military service, fitness, and other areas requiring mental and physical skills - are also qualities that can lead to a rewarding career in the fire department. This campaign has been significantly effective in reaching and motivating a more diverse audience.

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Categories: Safety, Corporate, Social and PSAs

Quigley, Mon, 23 May 2022 15:45:33 GMT