"Young Cops" Recruitment Series: Blueheart and Kapo Aargau
The Aargau Cantonal Police and the Blueheart Agency are relying on the recruitment series «Young Cops»—a documentary-style format that gives young people an authentic look into police training and everyday police work.
"Young Cops" Recruitment Series: Blueheart and Kapo Aargau
The Aargau Cantonal Police and the communications agency Blueheart are launching the recruitment series «Young Cops»—a “digital-first” format that uses documentary-style storytelling to attract young people between the ages of 21 and 30 to a career in law enforcement. The “Young Cops” recruitment series aims to provide authentic insights into police training and daily police life in areas where traditional recruitment approaches fall short.
The Aargau Cantonal Police is competing for qualified young talent. According to the police, this young demographic is looking for meaning, stability, and authenticity—and responds particularly positively to genuine insights, personal stories, and communication on an equal footing. Traditional recruiting methods fall short in this regard, the press release states.
«Young Cops» as the Cornerstone of Employer Branding
The series «Young Cops» was developed by Blueheart and produced by memories in move GmbH. Three seasons, each consisting of six episodes, are planned. The series aims to provide those interested in a career in law enforcement with an entertaining, emotional, yet realistic look at police training and everyday police work. The format combines information and entertainment in a way that brings the police profession to life and fosters a strong emotional connection. At the same time, it positions the Aargau Cantonal Police as an authentic employer.
Digital First: From Social Media to Landing Pages
Blueheart has consistently designed the campaign with a "digital first" approach. The series is being teased on social media and on the new recruiting landing page https://www.youngcops.ch available there. In addition to the «Young Cops» seasons, the site also contains all the important information about the job description, the selection process, training, and career paths.
Supporting Measures Along the Candidate Journey
The digital core is complemented by out-of-home formats such as posters and e-panels featuring eye-catching key visuals, as well as events, PR initiatives, and a selection of appropriate giveaways. According to the press release, the entire communications mix is specifically designed to align with the candidate journey, so that attention translates into concrete interest.
For more information about the Aargau Cantonal Police's recruitment landing page: https://www.youngcops.ch
Person in charge at the Aargau Cantonal Police: Dominic Zimmerli, Head of Communications; Eliane Amsler, Marketing Manager; Nadine Frey, Communications Specialist; Vanessa Rumpold, Content Creator and Spokesperson. Responsible at Blueheart: Olivier Kilchherr, Creative Director (Art); Hanno Lietz, Creative Director (Copy/Concept); Daniel Bachmann, Chief Digital Officer; Kristin Enzler, Digital Project Manager; Marianne Kieser, Creative; Janine Strebel, Production; Claudio Heller, Photography. Person in charge at memories in move: Noel Schmid.
