Project objectives and outcomes

Victoria Police engaged LOTE to develop and implement a social media strategy, encouraging members of culturally and linguistically diverse (CALD) communities to apply for Police Custody Officer (PCO) roles. To use social media to organically attract CALD PCO applicants across both metro and regional Victoria. LOTE developed a social media strategy to work with social media influencers who would spread the word about the recruitment. The strategy involved encouraging influencers to share Victoria Police recruitment videos and content on their social platforms. LOTE’s digital team developed and distributed social media packs to our multicultural influencer database. The packs included;
  • 3 recruitment videos (translated and subtitled into the campaign languages)
  • Pre-approved captions for Facebook and Twitter
  • Social media guide (with posting help and answers to FAQ for responding to follower questions or comments).
All content was provided in the 12 campaign languages, having been translated by NAATI accredited translators.
The CALD PCO recruitment campaign was a success in achieving the ultimate goal of influencers spreading the word via social media. This was identified in the 3,334 social media views that the campaign received as well as the additional 20,000+ person reach thanks to additional support from influencers. Influencers communicated that they were proud to be part of the campaign and expressed their thanks to Victoria Police for trusting them with such an important message to pass on to the community.

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