Everywhere you look, there are stories about the volunteer recruitment and retention challenges facing fire and EMS departments across the country. While the issue is difficult, it is not impossible to overcome. Using proven strategies from successful departments can help address two of the biggest challenges: marketing and engagement.
Get the Grant
FEMA’s SAFER (Staffing for Adequate Fire & Emergency Response) program offers departments a valuable multi-year funding opportunity for a variety of recruitment needs.
Departments can use SAFER funds in the Recruitment & Retention category to support recruitment marketing programs, member progression incentives, PPE for recruits, and more.
More Information: Learn About SAFER and Watch for Upcoming Application Dates
Leverage Google for Nonprofits
If your department qualifies as a 501(c)(3) nonprofit organization, it may be eligible for valuable benefits through the Google for Nonprofits program, including up to $10,000 per month in search advertising.
These tools can be used for recruitment, fundraising, event promotion, and more. Departments may also receive free organizational email accounts, Google Drive storage, shared calendars, YouTube enhancements, and other resources.
Read More: Grow Your Ranks Part 3: Google for Nonprofits & Your Department
Contact Us: We Can Help Set Up & Manage Your Google for Nonprofits Account
Make Recruitment the Mission of Your Website
While social media is important, your department website remains a critical recruitment tool. Think of social media as the GPS that directs potential applicants to your website, where they can find complete recruitment information.
For recruitment, your website should be more than a simple contact page. It should serve as a one-stop resource where prospective volunteers can learn how to join, why they should get involved, what roles are available, what training looks like, and how to submit an interest form or application.
Your website is often the first impression a potential applicant has of your department. Make sure it provides the information they need to take the next step.
Read More: Grow Your Volunteer Fire/EMS Ranks: Optimize Your Website to Drive Recruitment Leads
View VFD Websites Focused on Recruitment:
West Point (VA) |
Bristol Township (PA) |
Suffern (NY) |
Orange County (VA) |
Frederick County (MD)
Be Inviting with Videos
Every fire or EMS department enjoys showing the work they do, but videos of crews responding to calls have limited value as a recruitment tool. Prospective applicants want to see whether your department has members like them and whether there is a place for them.
Recruitment videos should show life inside the station, the people who make up the department, the department culture, and the different ways members can serve. Support and administrative members are just as important to highlight as those responding to emergencies.
Contact us for your recruitment video
Capture Attention with Social Media
Facebook is one of the easiest ways to target potential volunteers with recruitment messages, drive them to your website, and collect recruitment leads. These campaigns can also be extended to Instagram.
Even a small budget can make an impact. Departments can target specific demographics, age ranges, people interested in volunteering and community causes, and more. Campaigns may include boosted posts, photos, videos, or unique recruitment ads.
Read More: Volunteer Firefighter Recruitment + Social Media + Strategy
Sell Yourself
Local television and radio stations may offer programs that support nonprofit and community organizations, including free advertising or public service announcements for recruitment efforts.
Start by contacting local media outlets and asking for the appropriate community relations or public service announcement contact.
Departments can also create recruitment and marketing materials through the National Volunteer Fire Council’s Make Me a Firefighter program. The program provides customizable invitations, postcards, posters, social media images, and more.
Read More: How to Create the Ideal Volunteer Advertisement
Get to Know Your Interested Applicants
Recruitment events are a great way to bring prospects through the door. An initial station visit can help start the application process, but only if the process is clear, organized, and easy to follow.
Provide prospective members with helpful materials such as a Prospective Member Guide, application packets, and plenty of time to ask questions. From there, prospects can schedule a ride-along or move to the next step in the process.
Setting a fixed recruitment schedule, such as monthly or quarterly events, makes it easier for prospects to know when to attend and helps your internal membership team stay organized.
Recruitment events do not have to happen only at the station. Fire service events, career fairs, open houses, high schools, colleges, and community events all provide opportunities to meet potential applicants.
Read More: Setting the Table for Volunteer Fire/EMS Recruitment Success
Contact Us for Assistance with Your Recruitment Marketing Program |
Striking the Balance Between Retention & Recruitment in Volunteer Fire/EMS Organizations
Do Not Lose the Leads
Keeping track of potential applicants requires more than updating a spreadsheet. Engaging with recruitment leads is part of the retention process.
When someone decides to join your department, they are looking for direction and engagement from the first day of the application process. Staying in touch helps explain your department, the membership process, training expectations, and next steps.
Leaving applicants without follow-up can cause them to lose interest and may reflect poorly on your department. Fortunately, there are many easy-to-use, cost-effective tools that can help manage communication and save valuable volunteer time.
Keep prospects engaged throughout the process with emails, phone calls, and clear points of contact. Consider assigning each prospect a mentor or member who can help guide them through their first experiences in the fire and EMS service.
A New Member Guide can also be helpful and may include checklists, progression information, response maps, key forms, and other important details.
Read More: 6 Tips to Maximize Interviews in the Volunteer Fire & EMS Service
Contact Us for Assistance with Recruitment and Member Tracking
By following a combination of these marketing and engagement strategies, your department can improve recruitment and retention results. For assistance selecting and implementing the best strategies for your department, contact First Arriving.
