North Las Vegas Police Department

Campaign Summary

North Las Vegas Police partnered with AST to strengthen recruitment for both entry-level and lateral officers, with a focus on attracting out-of-state candidates willing to relocate to Nevada. Through a combination of targeted digital ads, a custom landing page, and direct-call functionality, AST drove significant engagement and improved application volume. Event-driven campaigns in markets such as Utah, California, and Illinois further expanded reach, generating strong turnout for in-person hiring events. As a result, North Las Vegas PD generated 828 applications so far.

9,252

Candidates expressed interest in one or more open positions

Challenge

The North Las Vegas Police Department needed to boost applications for both entry-level and lateral officers, with a special focus on out-of-state markets. Recruiting beyond Nevada had been an ongoing strategy, targeting regions like Utah, New York, Illinois, and California—states where candidates often relocate from to live and work in Las Vegas. The department sought to refine event-driven campaigns and direct outreach methods to maximize interest from qualified candidates willing to relocate.

Our Approach

AST deployed a multi-channel strategy combining digital ads, direct-call functionality, and event-driven campaigns to generate sustained candidate interest:

Targeted Social Media Ads

AST created campaigns across Meta and Google, promoting relocation incentives and upcoming testing events.

Custom Landing Page

A recruitment hub featuring clear role breakdowns, relocation messaging, and direct-call functionality, allowing prospects to connect instantly with recruiters.

Direct-to-Recruiter Calls

Lateral candidates were routed directly to a recruiter’s phone, creating a more personable process and encouraging faster follow-up.

Event-Driven Campaigns

Short-term ad pushes around key hiring events maximized turnout and generated urgency.

Out-of-State Recruitment

AST launched regional campaigns in Utah, Illinois, Idaho, and California, highlighting relocation opportunities and incentives. These campaigns successfully attracted both entry-level and lateral candidates to in-person testing events.

July Hiring Symposium

A two-week social campaign for the July 19 event generated 60+ prospect contacts and 17 confirmed attendees, proving digital ads can drive last-minute event turnout.

Salt Lake City Campaign

Ahead of the August 8–9 Salt Lake City event, AST launched targeted regional ads and email outreach to past registrants. This combination expanded visibility, encouraged test sign-ups, and strengthened out-of-state interest.

Carlsbad, CA Testing Event

One of the most successful out-of-state activations to date, the Carlsbad campaign drew 16 out-of-state candidates, with half advancing after the NTN test—including 8 veterans eligible for relocation bonuses. This campaign set the benchmark for future events.

Creative Assets

A fresh content shoot helped reposition North Las Vegas Police Department as a modern, professional agency—essential for building trust with potential recruits. New photo and video assets are now featured across their recruitment site and all major digital platforms.

2 female north las vegas pd officers2 k9 officers and 2 police dogsNorth Las Vegas Correctional Officers Group photomale north las vegas pd officer smilingNorth Las Vegas PD officer group photoNorth Las Vegas Badge3 swat holding gun 2 officers on their motorcycle

Digital Ads

North Las Vegas PD Social Media ad
North Las Vegas PD Social Media ad
North Las Vegas PD Social Media ad
North Las Vegas Landing Page

Landing Page

A custom-built landing page served as the central hub for all campaign traffic—designed to convert interest into action. It featured clear role breakdowns, relocation messaging, and direct-call functionality that allowed prospects to connect with a recruiter instantly. The page emphasized urgency and ease, making it simple for both entry-level and lateral candidates to take the next step. With tailored content and strong calls-to-action, the landing page played a key role in driving over 12,700 candidate leads throughout the campaign.

RESULTS

A short-run campaign promoting a local symposium resulted in numerous confirmed attendees. Early testing of phone-based outreach has shown promise in boosting direct contact and lateral engagement. Initial signs point strongly toward increased visibility and improved candidate interest.

Vacancy Rate

19.5% Decrease

Applications

828 Applications Generated so far

We are All-Star Talent

We are All-Star Talent, the go-to firm for public sector recruitment. With decades of combined experience, we craft tailored solutions to address our clients' recruitment challenges. From research to recruitment events, marketing to website creation, we bring innovation and data-driven tactics to drive tangible results.

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