Recruiting Across Generations: Insights for Public Safety Agencies
, by Melissa Cordle, 8 min reading time
Recruiting Firefighters across generations. How are they different and how do you reach them?
Effective recruitment in today’s workforce requires understanding the unique characteristics of different generations, from the Silent Generation to Generation Z. Each group brings distinct values, expectations, and communication styles that can influence workplace dynamics. For public safety agencies, tailoring recruitment strategies to resonate with these diverse demographics is key to attracting and retaining talent.
Generational Profiles
1 Silent Generation (1928–1945) While most have retired, some Traditionalists still contribute to the workforce, offering decades of wisdom and loyalty. They value stability, respect for authority, and long-term commitment.
2 Baby Boomers (1946–1964) Known for their strong work ethic and career dedication, many Boomers are approaching retirement but may still pursue second careers in public safety. Stability and financial security resonate deeply with this group.
3 Generation X (1965–1980) Often called the "Latchkey Generation," Gen Xers value independence, work-life balance, and flexibility. They currently represent a large percentage of firefighters and are known for their pragmatic and entrepreneurial spirit.
4 Millennials (1981–1996) The largest group in today’s workforce, Millennials prioritize work-life balance, career growth, and meaningful work. Tech-savvy and socially conscious, they seek roles that align with their values and offer opportunities to make a positive community impact.
5 Generation Z (1997–2012) As digital natives, Gen Z embraces technology, diversity, and social responsibility. They value authenticity and purpose-driven work but may lack confidence in their ability to succeed in public safety roles. Emphasizing training, mentorship, and opportunities to use innovative technology can attract this group.
Key Recruitment Strategies by Generation
1 Highlight Diversity and Inclusion Gen Z, the most diverse generation, values inclusive environments. Public safety agencies must demonstrate a commitment to equality and fairness in their recruitment and promotion practices to resonate with this group.
2 Leverage Technology Both Millennials and Gen Z expect organizations to embrace modern technology. Outdated systems may deter younger candidates, while digital communication tools and social media can enhance engagement.
3 Emphasize Purpose-Driven Work Millennials and Gen Z prioritize careers that align with their values. Showcasing the meaningful impact of public safety careers—such as saving lives and protecting communities—can attract these generations.
4 Flexible Work Options Work-life balance is a priority for Gen X, Millennials, and Gen Z. Highlighting shift flexibility, such as 24/48 schedules, can appeal to candidates seeking adaptable work arrangements.
5 Engage Through Family Connections Recognize the influence of Gen X and Baby Boomer parents and grandparents on younger generations. Recruitment efforts should consider the family dynamics that shape career decisions.
Engaging Generation Z Specifically
• Tailored Messaging: Use digital platforms and concise communication, such as text messages, to connect with Gen Z. Phone calls may discourage engagement and lead to "ghosting."
• Training and Support: Address their concerns about success in public safety roles by highlighting robust training programs and mentorship opportunities.
• Environmental and Social Responsibility: Promote the agency's commitment to sustainability and community service, aligning with Gen Z’s socially conscious values.
To recruit and retain top talent, public safety agencies must adapt their strategies to meet the preferences of each generation. Whether engaging Baby Boomers seeking new opportunities, Millennials driven by purpose, or Gen Z eager to make a difference, understanding generational values is key. By emphasizing diversity, leveraging technology, and showcasing the meaningful impact of public service careers, agencies can attract a dynamic, committed, and diverse workforce.
About the author:
Christopher Smith is a seasoned fire service recruiter and digital marketing expert with over 20 years of experience in both fields. In a major fire department in metro Atlanta, Christopher has been at the forefront of fire service communication and outreach. His dual expertise stems from decades of running a successful digital marketing agency, enabling him to bridge the gap between traditional recruiting methods and cutting-edge digital strategies.
Christopher specializes in leveraging digital marketing techniques to attract and engage Generation Z and Millennial candidates, tailoring campaigns that resonate with their unique preferences and career aspirations. His academic credentials include a bachelor’s degree in public safety leadership from Reinhardt University and a master’s degree in adult education from Colorado State University, providing him with a strong foundation in leadership, education, and effective communication.
Christopher’s innovative approach combines his deep understanding of fire service culture with modern recruitment tactics, making him a leading voice in transforming fire department hiring processes for the digital age.
