2. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
In 2006, the California Department of Corrections and
Rehabilitation was facing a potential crisis. With a new
policy allowing Officers to retire at age 50, it believed it
would soon be short of staff.
3. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
So the Department’s Peace Officer Recruitment Unit
was tasked with finding a lot of new recruits. And fast.
4. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
So Tom Gjerde penned “The Greatest Entry-Level Job
in California,” a $500,000 advertising campaign.
5. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
With job postings on national career sites such as
CareerBuilder, Yahoo and Monster...
6. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
With radio and cable television commercials, and billboards
along California’s major highways...
>>Watch Commercial
7. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
With banner ads on YouTube and MySpace, as well as
Google Adwords...
8. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
In twelve months
the recruitment
campaign exceeded
all expectations,
persuading 130,000
individuals to apply to
become a peace officer.
Academies were filled.
Crisis averted.
9. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM
Tom Gjerde is now a Staff
Services Manager I at
California Correctional
Health Care Services,
where he is responsible for
recruiting all executives,
clinicians and support staff
for the 12,000+ organization.
