City of Atlanta Police Department

Communication is more than just meeting people where they are; it’s about showing them where they want to be. This summer, PivotPath and Henderson Shapiro Peck partnered to launch an ambitious recruitment campaign in greater Atlanta and select cities nationwide.

In a highly competitive landscape, the Atlanta Police Department (APD) strives to attract top talent and uphold its high standards. Our recruitment strategy encompasses multiple stages, from generating initial interest to welcoming new officers into the fold.

Our approach is twofold: firstly, we aim to inspire local Atlanta residents to consider law enforcement a fulfilling career. Simultaneously, we position Atlanta as a desirable career destination for current and prospective officers nationwide. Atlanta boasts a wealth of advantages, from its rich food and music culture to its diverse population and extensive green spaces. These attributes make Atlanta an attractive prospect, whether you’re in New York, Miami, St. Louis, or Detroit.

Collaborating closely with our partners at Henderson Shapiro Peck, we’ve leveraged the city’s symbol (the phoenix) and its motto (“Resurgens,” meaning “Rising Up”) to create compelling logos and recruitment materials. Additionally, we’ve identified new cities for recruitment events, aligning our efforts with the APD’s specific needs. Together, we’ve crafted key themes that highlight the APD and the city’s strengths while aligning with the values and goals of potential recruits.

Our joint team is now gearing up for a comprehensive media and promotional campaign that showcases Atlanta’s unique advantages, the professional benefits of joining the APD, and the mission-driven community values that resonate with prospective and transferred officers. From the outset, we’ve believed that Atlanta deserves the best, and we’re committed to ensuring the APD receives nothing less.