Optimizing LE Websites For Effective and Inclusive Recruitment

MENU
Introduction
Optimizing Content
Fitness Evaluations
Advancement
Work-life Management
Safety, Health, & Wellness
Harassment and Sexism
OPTIMIZING LAW Belonging & Inclusion

Negative Perceptions
Conclusions
ENFORCEMENT Content Examples
References
AGENCY WEBSITES
FOR EFFECTIVE
AND INCLUSIVE
RECRUITMENT
1
OPTIMIZING LAW ENFORCEMENT AGENCY WEBSITES FOR
EFFECTIVE AND INCLUSIVE RECRUITMENT
INTRODUCTION
This guide provides practical tips for updating recruitment websites to address barriers reported by women
and other prospective applicants. By fostering inclusivity and explicitly addressing concerns, agencies can
work towards increasing the number of diverse applicants, helping to address staffing needs and strengthen
the workforce. Optimizing your recruiting website should be guided by five principles:
1. Reduce ambiguity about the application process.

2. When in doubt, more information is better than less.
3. Ensure that media (photos, videos, etc.) match the overall goal and content of the pages, and that
language is aligned with policies and practices.
4. Review website content, including policies, procedures, and contact information, to ensure
consistency across pages.
5. Facilitate contact between potential applicants and agency recruiters. Provide multiple avenues
for contact including in-person and virtual options.
Barriers to Address in Recruitment Content

Within these key principles, a recruiting website should address seven key barriers that dissuade applicants
from perusing a career in law enforcement:
1. Concerns over the (in)ability to pass fitness evaluations.

2. Belief that there are limited opportunities for advancement.
3. Perceptions that officers cannot establish a healthy work-life balance.
4. Apprehension that the career will negatively impact their safety, health, and wellness.
5. Concerns about potential harassment and sexism from coworkers.
6. Doubts over belonging or fitting in to the organizational culture.
7. General distrust of the police or concerns about police-community relationships.
How to Use this Guide MENU

Introduction
A menu and navigation buttons, on pages will connect you to various Optimizing Content
sections of this guide. Fitness Evaluations
Advancement
Click on buttons and
CLICK TO NAVIGATE menu items to jump
to other sections of Harassment and Sexism
the guide. Belonging & Inclusion
Conclusions
Content Examples
References
RECRUITWOMENPOLICE.ORG 2
As recruitment and retention issues continue to plague law enforcement

agencies1, agency leaders should undertake efforts to increase the MENU
diversity of the workforce, consequently widening the pool of potential Introduction
applicants2 while better reflecting communities served. To achieve this, Optimizing Content
it is essential to rethink how agencies present themselves to potential Fitness Evaluations
recruits, particularly when aiming to attract more women to law Advancement
enforcement.
Strategies recommended to increase the recruitment of women into
policing careers include the development and implementation of family- Harassment and Sexism
friendly policies3 and reducing biases in traditional physical fitness Belonging & Inclusion
standards.4 However, these strategies are not frequently highlighted Negative Perceptions
in the recruitment websites and materials of agencies even when such Conclusions
efforts have been implemented.5 This does a disservice to agencies Content Examples
seeking to improve their recruitment efforts; research indicates a direct References
link between recruitment language, such as addressing women-relevant
topics like work–life balance policies, and the number of women officers
in agencies.6
Recruitment content can impact potential applicants’ attraction to law enforcement agencies, interest in
seeking more information, or applying.7,8 The potential impact of recruitment content on applicant behavior
has been described by signaling theory9. Signaling theory describes the relationship between how agencies
communicate their values, culture, and expectations and the impact on recruitment. To effectively attract
women to law enforcement, agencies should convey clear and compelling messages that resonate with
women applicants -- who are historically underrepresented among an agency’s ranks -- signaling active
support for their participation.
Behaviors, such as applying to become a law enforcement officer, are motivated by hopes, expectations,
fears, and concerns.10 Research shows that the attitudes held by prospective women applicants are also held
by broader groups, such as concerns about health and safety and lack of work-life balance in the profession.
Thus, acknowledging and addressing women’s perceived challenges to entering a policing career are likely
to improve recruitment efforts.11,12
This guide explores perceived barriers reported by potential women recruits and offers examples of
language for agencies to incorporate into recruitment content. Importantly, agencies should authentically
reflect practices, policies, and commitment in recruitment messaging when implementing the
recommendations in this guide.
OPTIMIZING CONTENT
Below we highlight seven barriers to a policing career commonly reported by women. Each challenge
provides recommendations and examples for how best to address these challenges through agency website
content.
Fitness Evaluations
MENU
Women express greater concerns than men about their ability to meet Introduction
applicant fitness standards which has been identified as a primary factor Optimizing Content
demotivating women from applying.13 ,14 15,16,17 To address challenges Fitness Evaluations
related to fitness standards, agencies should take a number of steps: Advancement
• Assess fitness standards to ensure they reflect the demands of Safety, Health, & Wellness
the job.18 Studies have found that many fitness evaluations do Harassment and Sexism
not accurately reflect the actual physical demands of policing.19,20
Belonging & Inclusion
This has resulted in several law enforcement agencies facing
employment discrimination lawsuits due to their fitness tests21,22.
Conclusions
• Clearly communicate what activities are involved in fitness testing Content Examples
and how to prepare. One study found that when the testing References
expectations were explicitly stated on recruitment materials,
physicality was not a significant barrier for women interested in a
policing career.23 Recruiting material should clearly document what will be tested, thresholds for each
standard, and where the tests will be conducted.
• Create events and opportunities for women and other applicants to train and become familiar with
the physical demands of policing, and advertise them on your website. For example, some agencies
host women-focused events in which attendees are introduced into the police world and participate
in defense tactics training to become familiar with typical demands of police officers.24
Explain the Fitness Evaluation Process
Clearly describe the fitness evaluation requirements in order to manage

applicant expectations.
Provide training, tips, and strategies to help candidates meet fitness

requirements.
CLICK TO VIEW EXAMPLES ON PAGE 14
Opportunities for Advancement

MENU
Women in policing report that a lack of opportunities to advancement Introduction
are a significant barrier to their career.25 Some women officers believe Optimizing Content
promotions are given to women as a means for their agency to portray an Fitness Evaluations
image of diversity and inclusion rather than being based on merit26. These Advancement
concerns about tokenism and perceptions of preferential treatment can Work-life Management
lead to women being less likely to seek out promotions compared to Safety, Health, & Wellness
their male colleagues.27 An overall insecurity in their upward mobility Harassment and Sexism
opportunities can discourage women from pursuing a policing career.29
• Agencies should highlight advancement opportunities to
potential applicants because applicants are aware of the Conclusions
barriers women face in progressing though the ranks.28 Content Examples
• Describe the process used to make assignment and References
promotional decisions. This should highlight efforts designed
to enhance equity and fairness in the promotional process.
• Highlight that career development can come from both promotions and assignments. Larger
agencies can highlight the variety of career assignments available.
• Career support requires long-term support and collaboration between the employee, supervisors,
and the agency. Agencies should highlight how they approach identifying and supporting career
goals.
Showcase Opportunities for Career Advancement
Use recruitment content to highlighting advancement opportunities,

transparency about the process, and commitment to unbiased promotions.
To appeal to a broader group of candidates, include detailed information

about job opportunities and career paths available.1
Support for Work-life Management

MENU
Rigid work hours, shiftwork, and lack of family-friendly policies can Introduction
deter women from pursuing a career in law enforcement. Most agencies Optimizing Content
do not offer part-time positions, absence leaves, job sharing, or other Fitness Evaluations
accommodations designed to help people balance work and life Advancement
demands. Work-life balance practices have implications for promoting Work-life Management
equality and equity for all employees. Women in policing have called Safety, Health, & Wellness
for law enforcement agencies to identify and adopt more work-life and Harassment and Sexism
family-friendly practices, noting that the long-term benefits of family-
friendly policies (e.g., parental leave, postnatal nursing, and non-rotating
shift schedules) should be implemented. Enacting family-friendly
policies in conjunction with an organizational culture that encourages Conclusions
their use is an important step toward recruiting and retaining more Content Examples
women in policing. Considering the growing need for such policies, and References
the weight that applicants assign to them, law enforcement agencies
are encouraged to highlight their ongoing initiatives and efforts that
promote work-life balance in their recruitment content, such as:
• Highlighting policies that assist in supporting work-life balance.

• Describing maternity and paternity leave policies, if applicable.
• Communicating management approach towards ensuring effective work-life balance.
For example, the Greensboro (NC) Police Department highlights its “Support for the Whole Family” benefits:
At Greensboro Police Department, we support the whole family. After one year of service, six
weeks of paid parental leave is available for those with new children. In addition, the Family and
Medical Leave Act (FMLA) provides eligible employees with up to 12 workweeks of unpaid leave in
a 12-month period. For mothers returning to work, we offer a lactation-friendly work environment,
including a clean and private lactation room and sufficient breaks during the workday.
Showcase Benefits and Work-Life Balance Initiatives

Communicate how the agency provides social support to officers in
different positions and throughout their career.
Describe efforts the agency makes towards supporting work-life balance.

This may include scheduling flexibility, fixed work schedules, and parental
leave policies.
Safety, Health, and Wellness

MENU
Officer safety, health, and wellness are important issues facing agencies. Introduction
These issues impact both current officers and efforts to recruit new Optimizing Content
officers. Both male and female recruits report concerns about the stress Fitness Evaluations
of the job31. Transparency around safety and wellness can help demystify Advancement
the job for recruits and assuage worries about not being supported. Work-life Management
Highlighting officer-specific issues can be a way of providing relevance to Safety, Health, & Wellness
the benefits, programs, and resources you offer to your personnel: Harassment and Sexism
• Highlight how the agency supports healthy officers. This can
include policies and procedures, formal benefits, and intramural
groups. Conclusions
• Ensure that health and wellness include both mental and physical Content Examples
health. References
• Describe health benefits provided, especially those that support
mental health (e.g., peer support, employee assistance programs).
Describe How the Agency Promotes Safety, Health, and Wellness
Include information on safety, health, and wellness resources available to

officers.
Consider showcasing examples of officers who have experienced health,

safety, and wellness issues and how they were able to overcome them
through agency-provided programs and initiatives.
Preventing Harassment and Sexism

MENU
62% of female officers and 35% of male officers report having Introduction
experienced some form of non-physical sexual harassment over the Optimizing Content
course of their law enforcement career.32 While overt sexual harassment Fitness Evaluations
has decreased over time, subtle forms of harassment and sexism persist Advancement
in some law enforcement agencies.33,34 These experiences can negatively Work-life Management
affect employees’ mental health and job satisfaction, both of which can Safety, Health, & Wellness
lead to higher attrition. Concerns over harassment and sexism can also Harassment and Sexism
hinder potential women applicants’ decisions to apply. Establishing
a respectful and inclusive workplace culture is crucial to create an
environment where women feel supported and valued. Highlighting the
following content can address this barrier: Conclusions
Content Examples
• Leadership approaches to creating diverse and healthy work References
environments.
• Policies around addressing workplace harassment.
• Training and prevention efforts taken by the agency.
Demonstrate Commitment to Reducing Workplace Misconduct
To demonstrate and communicate the value of agency staff, be

transparent about policies and procedures that address harassment, sexual
harassment, and whistleblower protections.
Culture of Belonging and Inclusion

MENU
Women officers report a lower sense of belonging compared to their Introduction
male counterparts.35 Descriptions of policing as ‘brotherhood’ and ‘boys Optimizing Content
club’ have created the perception of policing as a masculine profession Fitness Evaluations
in which characteristics typically considered feminine are undervalued.36 Advancement
When women officers were asked why women were underrepresented Work-life Management
in policing, 45% agreed that ‘Police agencies here don’t seem very
woman friendly.37 As a result, women may feel they need to work harder
to prove themselves and gain acceptance within the organization.38
Law enforcement agencies should carefully assess how agency culture Belonging & Inclusion
may hinder the recruitment of women and a more diverse workforce.39 Negative Perceptions
Addressing culture change requires a multi-faceted approach. Conclusions
Recruitment content can demonstrate that agencies are committed to Content Examples
fostering a culture of diversity and inclusivity: References
• Highlight the value of diversity among officers. Gender diversity is

just one aspect that can be highlighted. Other officer demographic characteristics and less-tangible
characteristics (e.g., lived experiences like being a parent or veteran) should also be highlighted.
• Highlight the diversity of job opportunities within policing. A career in policing can take many forms,
not all of which focused on danger and physicality. Agencies should communicate how officer
diversity supports multiple areas of the department.
Highlight Diversity
Highlight the fact that successful officers come from a variety of

educational experience, and work backgrounds, and lived experiences.
Use employee endorsements to lend credibility to perceptions of the

organization such as prospective future employees. Wherever possible,
highlight the perspectives of female employees to make messaging more
effective for recruiting diverse applicants.
Highlight initiatives that foster diversity and inclusivity. This may include
formal or informal support or affinity groups.
Addressing Negative Perceptions of Police

MENU
Historically, the prestige of being a law enforcement officer was a Introduction
significant motivator to joining the profession.40, 41However, high-profile Optimizing Content
cases of deadly use-of-force in recent years have negatively impacted Fitness Evaluations
trust in the police and contributed to increased officer turnover. The Advancement
current distrust for the police and consequent ‘legitimacy crisis’ has Work-life Management
implications for new applicants’ desire to pursue policing careers.43
Higher trust of the police and positive perceptions of police fairness
increase prospective recruits’ interest in pursuing a policing career, while
negative views in these areas are barriers.44, 45 If anti-police sentiment has Belonging & Inclusion
influenced motivation to enter the profession, police agencies should Negative Perceptions
adopt measures to cultivate trust among prospective applicants. This may Conclusions
include: Content Examples
References
• Highlighting agency-community partnerships and how the
agency engages with the community in the co-production of
public safety.
• Describing agency policies designed to improve equity and fairness in agency activities.
• Including photos of officers engaging with the community in non-enforcement activities.
• Describing a variety of policing professions that facilitate community collaboration.
Foster Community Trust and Legitimacy
Highlight ongoing police-community partnerships.
Showcase officers in the community interacting with community members

in a non-enforcement capacity.
Be transparent about organizational values and how values are translated

into actions by officers and the organization.
CONCLUSIONS MENU
This guide serves as a call to action for law enforcement agencies Introduction
to improve the content of their recruitment websites. A successful Optimizing Content
recruitment website should prioritize clarity, enhance perceptions Fitness Evaluations
of inclusivity, and align with agency policies. To achieve these goals, Advancement
consider and compile the information required, communicate Work-life Management
with the people that need to be aware of and approve the updates Safety, Health, & Wellness
(e.g., an internal champion of the effort, the agency leader, website Harassment and Sexism
administrators, etc.), and prioritize the issues most relevant to your
agency and potential applicants. By actively addressing common
barriers such as fitness evaluations, advancement uncertainties, work-life
balance concerns, safety issues, concerns about sexism and harassment, Conclusions
belonging, and negative perceptions of police, agencies can attract a Content Examples
wider pool of applicants, ultimately strengthening their agencies and References
meeting staffing needs.
For additional information about these recommendations and this research project, visit
recruitwomenpolice.org. RTI International is an independent, nonprofit research institute dedicated to
improving the human condition. This project was supported by grant no. 2019-R2-CX-0027 from the
National Institute of Justice. The opinions, findings, and conclusions or recommendations expressed in this
document are those of the researchers and do not necessarily reflect those of the U.S. Department of Justice.
This research is being carried out in partnership with the National Association of Women Law Enforcement
Executives (www.nawlee.org).
CONTENT EXAMPLES
Fitness Evaluations CLICK TO GO BACK TO TOPIC ON PAGE 4
Opportunities for Advancement CLICK TO GO BACK TO TOPIC ON PAGE 5
Support for Work-life Management CLICK

CLICKTO
TOGO
GOBACK
BACKTO
TOBARRIER
TOPIC ON
ONPAGE
PAGE6 #
Safety, Health, and Wellness CLICK TO GO BACK TO TOPIC ON PAGE 7
Preventing Harassment and Sexism CLICK TO GO BACK TO TOPIC ON PAGE 8
Preventing Harassment and Sexism CLICK TO GO BACK TO TOPIC ON PAGE 8
Culture of Belonging and Inclusion

CLICK TO GO BACK TO TOPIC ON PAGE 9
Addressing Negative Perceptions

CLICK TO GO BACK TO TOPIC ON PAGE 10
of Police
REFERENCES MENU
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(2023). Recruitment and Retention for the Modern Law Enforcement Agency. Optimizing Content
https://bja.ojp.gov/doc/recruitment-retention-modern-le-agency.pdf Fitness Evaluations
2. President’s Task Force on 21st Century Policing. (2015). Final Report of The
President’s Task Force on 21st Century Policing. Office of Community Oriented Advancement
Policing Services. https://cops.usdoj.gov/pdf/taskforce/taskforce_finalreport.pdf Work-life Management
3. International Association of Chiefs of Police. (2021). Family Matters: Executive Safety, Health, & Wellness
Guide for Developing Family-Friendly Policies, Procedures, and Culture. Office of
Community Oriented Policing Services. https://www.theiacp.org/sites/default/ Harassment and Sexism
files/2022-04/family%20wellness%20-%20family%20matters.pdf Belonging & Inclusion
4. Recruiting & Retaining Women: A Self-Assessment Guide for Law Enforcement. Negative Perceptions
(2001). Bureau of Justice Assistance Bulletin. https://www.theiacp.org/sites/default/
files/all/p-r/Recruiting_Retaining%20Women%20officers.pdf Conclusions
5. Rineer, J. R., Taniguchi, T. A., Aagaard, B. P., Brinton, J., Duhart-Clarke, S. E., Presler-Jur, Content Examples
P., & Wire, S. (2023). How do law enforcement agencies recruit diverse applicants? References
Analysis of digital recruiting materials. International Journal of Police Science &
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Jur, P., & Wire, S. (2023). How do law enforcement agencies recruit diverse applicants? Analysis of digital recruiting materials.
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fitness requirements on potential applicants. Policing: An International Journal, 42(3), 455–473. https://doi.org/10.1108/
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8. Linos, E. (2018). More Than Public Service: A Field Experiment on Job Advertisements and Diversity in the Police. Journal of Public
Administration Research and Theory, 28(1), 67–85. https://doi.org/10.1093/jopart/mux032
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Law Enforcement: Differences Among Male and Female College Students. Police Quarterly, 21(3), 335–357. https://doi.
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12. Kringen, A. L. (2014). Scholarship on Women and Policing: Trends and Policy Implications. Feminist Criminology, 9(4), 367–381.
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13. Clinkinbeard, S. S., Solomon, S. J., & Rief, R. M. (2021). Why Did You Become a Police Officer? Entry-Related Motives and Concerns
of Women and Men in Policing. Criminal Justice and Behavior, 48(6), 715–733. https://doi.org/10.1177/0093854821993508
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Patrol Career. Police Quarterly, 23(3), 368–395. https://doi.org/10.1177/1098611120907870
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19. Lonsway, K. A. (2003). Tearing Down the Wall: Problems with Consistency, Validity, and Adverse Impact of Physical Agility Testing
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PIJPSM-05-2018-0072
24. Tulsa Police Offers Women in Policing Course. (2022). 2 News Oklahoma. https://www.kjrh.com/news/local-news/
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38. Kringen, A. L. (2014). Scholarship on Women and Policing: Trends and Policy Implications. Feminist Criminology, 9(4), 367–381.
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MENU

OPTIMIZING LAW Belonging & Inclusion

1. Reduce ambiguity about the application process.

Barriers to Address in Recruitment Content

1. Concerns over the (in)ability to pass fitness evaluations.

How to Use this Guide MENU

As recruitment and retention issues continue to plague law enforcement

Explain the Fitness Evaluation Process

Clearly describe the fitness evaluation requirements in order to manage

Provide training, tips, and strategies to help candidates meet fitness

CLICK TO VIEW EXAMPLES ON PAGE 14

Opportunities for Advancement

Showcase Opportunities for Career Advancement

Use recruitment content to highlighting advancement opportunities,

To appeal to a broader group of candidates, include detailed information

CLICK TO VIEW EXAMPLES ON PAGE 16

Support for Work-life Management

• Highlighting policies that assist in supporting work-life balance.

Showcase Benefits and Work-Life Balance Initiatives

Describe efforts the agency makes towards supporting work-life balance.

CLICK TO VIEW EXAMPLES ON PAGE 1

Safety, Health, and Wellness

Describe How the Agency Promotes Safety, Health, and Wellness

Include information on safety, health, and wellness resources available to

Consider showcasing examples of officers who have experienced health,

CLICK TO VIEW EXAMPLES ON PAGE 18

Preventing Harassment and Sexism

Demonstrate Commitment to Reducing Workplace Misconduct

To demonstrate and communicate the value of agency staff, be

CLICK TO VIEW EXAMPLES ON PAGE 19

Culture of Belonging and Inclusion

• Highlight the value of diversity among officers. Gender diversity is

Highlight the fact that successful officers come from a variety of

Use employee endorsements to lend credibility to perceptions of the

CLICK TO VIEW EXAMPLES ON PAGE 21

Addressing Negative Perceptions of Police

Foster Community Trust and Legitimacy

Highlight ongoing police-community partnerships.

Showcase officers in the community interacting with community members

Be transparent about organizational values and how values are translated

CLICK TO VIEW EXAMPLES ON PAGE 22

Fitness Evaluations CLICK TO GO BACK TO TOPIC ON PAGE 4

Fitness Evaluations CLICK TO GO BACK TO TOPIC ON PAGE 4

Fitness Evaluations CLICK TO GO BACK TO TOPIC ON PAGE 4

Opportunities for Advancement CLICK TO GO BACK TO TOPIC ON PAGE 5

Support for Work-life Management CLICK

Safety, Health, and Wellness CLICK TO GO BACK TO TOPIC ON PAGE 7

Preventing Harassment and Sexism CLICK TO GO BACK TO TOPIC ON PAGE 8

Preventing Harassment and Sexism CLICK TO GO BACK TO TOPIC ON PAGE 8

Culture of Belonging and Inclusion

Addressing Negative Perceptions

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