By Bradley Parsons
Staff Writer
The Jacksonville Sheriff’s Office has countered an unprecedented wave of retirements with an aggressive advertising campaign.
The department is for the first time in its history recruiting on television, complementing radio and billboard ads with 30- and 60–second TV spots. The campaign, one of the department’s largest, is a response to the department’s first run-in with the DROP plan. The early retirement program will usher about 150 of the department’s most experienced officers out the door. JSO Personnel Director Michael Edwards said the advertising is an answer to a tricky problem: how to bring in more recruits without lowering standards.
“Yes, we do have vacancies,” said Edwards. “But we can’t relax our standards. We’re still seeking candidates of strong character who will bring integrity to the table and deal with the public in an honest, straightforward manner.”
The JSO’s required qualifications are some of the toughest in the state, said Edwards. The department requires a bachelor’s degree (or military service), and forbids recent credit problems, drug use or felony convictions. In the wake of several well–publicized incidents of local police abusing their power, Edwards said it is imperative that the public put their trust in the new hires.
“When you start relaxing standards, two or three years down the road you’re going to have problems. You’re going to see those officers involved in illegal activity,” said Edwards.
For every new officer hired, five will be turned away, said Edwards.
Rather than let marginal candidates in, Edwards said the advertising campaign is designed to increase awareness of opportunities at the JSO. The benefits include financial incentives for officers who pursue higher education.
Edwards said the department will reimburse officers tuition for college degrees. Edwards benefited from the programs himself. Joining the department straight out of high school, he earned associate’s, bachelor’s and master’s degrees on nights and weekends.
Even with the department’s new broadcast presence, Edwards said his most effective recruiting tool needs to be the men and women already in uniform. He wants every officer on the lookout for “men and women they wouldn’t mind sitting next to on patrol.”
In a bulletin sent department wide in February, Edwards told the rank and file that losses resulting from the DROP plan made recruiting every officer’s responsibility.
“The (DROP) is having an immediate effect on all of us. We are losing quality people,” the memo read. “If each police officer will recruit one outstanding applicant each year, we will have an applicant pool sufficient to meet our current and future needs.”
More of the incoming recruits need to be females and minorities, said Edwards. He said the department “needs to increase” their numbers. He said his goal was to have the department ultimately reflect Jacksonville’s demographics.
“When the sheriff’s office reflect’s the community it serves, it benefits the department’s ability to relate to all races, all sexes,” said Edwards. “It’s a step toward improving the interactions between the department and the citizens.”