The Fresno County Sheriff’s Office (FCSO) needed to fill nearly 80 correctional officer positions amid growing staffing shortages. To meet this urgent recruitment need, FCSO partnered with HYPHEN to develop a targeted, multi-channel campaign designed to drive leads and highlight the unique benefits of a career in corrections.

Through audience research and strategic planning, the team crafted messaging tailored to key groups: recent grads, military veterans, career changers, and young adults, each shown how a corrections role could offer both purpose and stability. At the heart of the campaign was a bold, unifying promise: You Can Have It All, a career with meaning, growth potential, and work-life balance.

The campaign launched across digital, traditional, and print platforms, including Meta, TikTok, streaming TV, and radio. On-the-ground tactics brought the message into libraries, churches, and community centers, with over 3,000 print pieces in circulation. Creative executions were customized by audience and platform, and digital ad buys were optimized using behavioral and geographic data.

The response exceeded all expectations. The campaign generated nearly 5 million impressions and delivered close to 1,900 qualified leads, nearly tripling the original reach goal while significantly lowering cost-per-lead benchmarks. With high video completion rates, strong radio engagement, and exceptional social performance, the campaign proved that meeting tough recruitment goals is just the starting point for HYPHEN.