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Police develop ethnicity recruitment programme

Police develop ethnicity recruitment programme

New Zealand Police will this week commence the inaugural phase of a new recruitment media and marketing initiative, specifically designed to reflect the rapidly growing ethnic population now existing in our nation's communities.

The marketing focus will be on attracting a diversity of applicants that will include Women, Asian, Maori, and Pacific Peoples, plus other recruits from among the broader ethnic communities. This is in keeping with the Police Ethnic Strategy launched recently, with a commitment by police to reflecting the changing communities they serve.

Tracey O'Callaghan, National Manager for Recruitment and Appointments at the Office of the Commissioner says "In introducing this initiative, we have set out to create a compelling and vital marketing programme, aimed at attracting quality applicants for Police."

"Throughout the process we've also been aware that the market place for new talent is highly competitive, and that our message has to be strong, appealing, and ongoing, to ensure we are heard clearly and effectively, and create cut through."

"While recruitment waiting lists in most parts of the country are healthy, it is important to put this particular initiative into a more specific context. The extensive Auckland region has the largest and most diverse population in the country. It is therefore essential that we ensure policing is seen as an attractive career choice for all sectors of the community," Ms O'Callaghan said.

The theme of the programme is real stories of real police. It will profile police as a progressive organisation providing significant diversity, fulfillment and education. In the process it will erode myths about what is required to join the Police, and highlight the key points of policing as a satisfying and rewarding career.

"It makes sense that those who are already in the police can give the most compelling reasons for joining the police," commented Ms O’Callaghan.

The marketing programme’s initial focus will be on ethnic media in Auckland including radio and print. The radio commercials commence this week. They will be backed up by a range of national print media. Over the next few months some television support to other media is also proposed.

The programme has been developed by Police and the Auckland based advertising agency WHYBIN TBWA, which is part of the TBWA network worldwide.

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