Recruitment - Roundtable Discussion

Originally posted on NVFC by Matt Hohon

A few weeks ago, our SFFMA district held its annual area school event. During the event, I hosted a small panel discussion on "Recruitment - Roundtable Discussion." After that discussion, I was surprised at how many people have reached out, and continue to ask about how we are doing recruitment today. So I figured, why not post it on NVFC and see how everyone likes a crushing wall of text… But! Before I continue, I want to make one thing clear: I don't have all the answers, but I'm making progress. When I was elected chief, we had 37 members; today, we have 68 members and 13 probationary members. Next month, we will interview another four.

From that roundtable talk, one of the most common themes that arises is the statement that "Volunteerism is dead." However, I would argue that volunteerism is not "dead". Instead, it may be that you need to re-evaluate your department's message and your ability to communicate that message effectively.

To illustrate my point, I want to share my favorite quote of all time: "The difference between commitment and involvement is like a ham and eggs breakfast. The pig was committed, and the chicken was involved." I am absolutely committed to volunteering, no matter how big or small your organization is, or how many calls you receive. This is my opinion, and it is how I operate my organization. I feel lucky, honored, and privileged that my membership agrees.

Now, the question is, how did I address recruitment? The answer is simple: "How do you eat an elephant? One bite at a time!" From my perspective, I have spent 13 years getting to the point of having a growing VFD, and three years as chief trying to "refine" the process. I will list a few points to consider in your quest for new members. 

Training - By far the single biggest and most important factor. Training is the key to success in any field. It is the most crucial aspect of any organization. Members who are well-trained, feel confident in their abilities and know they can make a positive impact are the most valuable assets to any organization. Training is the foundation that keeps the organization running smoothly. It is something that we can control, and it has an immediate impact on the members, officers, and chiefs. I am passionate about training and can discuss it for hours, but to establish a solid foundation for your organization, you must start with training.

Department awareness - Improving department awareness and communication is an area where I need help and I am currently working on it. To ensure your organization receives enough volunteers, ask yourself two questions: A) Does your community know about your organization? B) Does your community know that your organization requires volunteers? If you are struggling to find volunteers, your messaging, marketing, and communication strategies may not be effective. The key to effective communication is to use all available means of reaching your community, including radio, television, print media, social media, and all other forms of advertising. Do you have a marketing budget? If not, consider allocating some funds to this important area. I personally spend about $3,000 annually on marketing and advertising. However, there are also cost-effective options available, such as Facebook ads that can cost as little as $10. Utilizing all means of communication is crucial to building awareness about your organization and attracting new volunteers. For example, you could create a 30-second video to play on previews before a movie begins if there is a movie theater in your town. This kind of advertising can be an effective way to attract new volunteers. To emphasize this point I tell people when I communicate my recruitment needs I don't use a fishing pole, I cast a drift net. I can sort them on the deck, but I need anyone remotely interested to walk into the station.

"Who are you?" - The question may seem odd, but it's an important one to consider. When asked, most people would probably say something like "We protect lives and property" which is a mission statement. However, it's not really an answer to the question. Who you are as a department is defined by your community's perception of you. To get an idea of how your community views your department, try randomly asking a stranger, "We are here at ABCD VFD. Do you know who we are?" The responses can be varied, and it's worth asking this question to understand what work needs to be done. One of the essential things that define who you are as a department is your Articles/Constitution and By-Laws. These documents should serve as a solid foundation for recruitment and retention. As a chief, I realized that our department needed to address this issue. Our Constitution and By-Laws were formed in 1907 when the primary apparatus was a horse-drawn hose wagon. While it's important to acknowledge history and tradition, we also need to update our documents to reflect the department's current operations. Joining your department should be an easy process for new members. They should be able to see a clear path to progress after they join. It's time to re-evaluate how we define ourselves as a department. Is joining your department like crossing the Rubicon? Or is it a welcoming environment that accepts new members and provides them with the necessary tools to succeed?

"What do you do?" - Do you only respond to emergency calls or is there more to your job? Do you also engage in community education and awareness, training, truck checks, station clean up, EMS bag sorting, and ensuring that your medications are up-to-date? I can assure you that your work involves much more than just responding to emergency calls. Every task you undertake is equally important, and there are many other things that you do that may not have been mentioned. Have you ever wondered whether your Standard Operating Policies or Standard Operating Guidelines (SOP/SOG) effectively support your department? Are they just existing on paper or do they serve a meaningful purpose? What resources are available for someone new in the department to seek answers if they have questions and nobody is available at the station?

It takes some money - Recruiting can be a challenging task, especially when there's no extra cash to spend. However, it's crucial to figure out how to make the most of the resources available. There are many free options, such as social media, newspapers, radio, and fundraisers that can be utilized. Even if your organization has no spare money, it's still possible to use the free resources to your advantage. Alternatively, if you have some extra funds, consider investing in a professionally built website. You can also find free website options available online. A website is a crucial factor in recruiting for several reasons. First, we live in a digital age, and having a website can help you reach potential candidates through online channels. Second, a website serves as a landing page for all your recruiting drives and can help you attract new applicants. Third, it works for free, 24/7, and all year round, with an application form that can be filled out anytime. Although the website itself won't do much recruiting for you, it can be an excellent tool for directing potential candidates to your organization. It's essential to make sure your website is about recruitment. Anyone who has made it to your website is interested in joining your organization, so make it easy for them to do so. You can talk with your membership and devise ways to make your website an effective recruitment tool.

Department Communication - In today's world of social media in the digital age, it will not be the end of all of us. Although it may seem like a colossal pain sometimes, our social media and digital presence are too small to cause any harm, except when someone posts in bad judgment. People aged 30 and younger are all on TikTok, Instagram, and other popular platforms, while those above 40 are lagging behind the kids but trying new platforms out daily. But almost everyone up to 100 years old is on Facebook. As traditional forms of media are phasing out, the importance of social media is rising. You should not fear social media as every community has a local "Breaking News" Facebook feed. If you're starting a social media account, find someone you trust to post on it and have them share community updates and advisories through the social media feed, such as traffic delays, road closures, weather events, public safety announcements, etc. One thing to always remember while making these posts is to ensure that you have a link to your website. If the department is not communicating, how can the community know to volunteer. 

Build relationships - The task at hand is quite extensive and ongoing. It requires spending time communicating with local clubs, chambers, councils, HOAs, neighboring departments, and wherever else the public gathers. However, the Chief will need assistance accomplishing all these tasks, and I recommend recruiting ambassadors. To further elaborate, I would like to refer to point #3. When I significantly revised our Articles and By-Laws, I formed a board of directors consisting of four VFD members and three non-VFD local citizens. Initially, they added fiscal oversight and responsibility to the organization, but I realized an opportunity. The objective of the citizen board was to recruit an expert or professional to assist with the department's current needs. For instance, if the department is struggling with high insurance costs, recruit a local insurance sales agent to assist in resolving the issue, while currently being an ambassador to the organization. This approach not only solves the problem but also benefits the citizen who assisted and earns the organization recognition and appreciation. Once the issue is resolved, you can give them a plaque as a token of appreciation and recruit another expert to address the next issue. By doing this, you will have an ambassador in the community who is not part of the department but is making valuable contacts and promoting the organization's message and services. One critical thought, you get what you recruit for citizen board members, if you want a passive voice to agree with you 100% of the time and never give any input then recruit someone who will not be a voice. My current citizen board consists of a retired global contract negotiator and distribution executive, a former purchasing agent for a large multistate hospital system, and a local doctor and business owner. Each individual has a unique skill set that the department can benefit from, and the department needs their expert opinion. It's important to note that the citizen board does not require firefighting experience, I would argue that they should have no fire department history. Instead, these individuals are recruited to identify and highlight problems within the organization, through the eyes of a non-firefighter. Even though you may have solved the issue at hand, the answer may be right in front of you and an easier way forward could have been seen by someone who doesn't have their "FD" goggles on. Seeking outside help is not a problem, but it's crucial to listen to their advice. 

Politics - This topic is crucial for all fire chiefs out there. Sometimes, while interacting with other departments and people, you may come across a fellow chief who claims, "I don't do politics." To this, you can simply smile and ask, "So, how did you become chief then?" The truth is, whether you like it or not, politics played a role in your appointment as a leader. However, it's important to note that there's a huge difference between drama and politics. Drama is something that needs to be crushed, while politics needs to be embraced. It's safe to say that almost all fire departments operate under some government entity, I look at each and every one of those entities as funding sources, I just have to figure out how to make these people see the value in having a VFD. As such, you must learn how to interact and involve yourself in politics. The key is to start somewhere; if you don't, you'll end up with nothing. Politics involves fundraising, chief meetings, department elections, talking to the membership to inform them of the work you are doing, and much more. As a chief, it's your responsibility to attend meetings in your district or have someone representing your organization at such meetings. This one step can be worth money, references, or best case recruiting your local leaders onto your organization.

Sales - Recruiting is essentially marketing and sales. To succeed, you must either learn how to do it yourself or find someone who can do it for you. I always use the analogy of firefighting is like smoking cigarettes in the 1950s, recruiting firefighters should be easy because it is, "free, cool, and addictive" (just a joke, don't take it too seriously). However, despite this, many organizations struggle with recruiting. The reason for this is that their message, sales pitch, and marketing are not up to the mark. To be successful in recruiting, you need to be able to target your audience effectively and make a compelling sales pitch to as many people as possible, which will help you land the right person quickly. It is not 1950 anymore and what you are competing against is the single largest industry in the world, "individual personal time." Teenagers are blasted at all angles for their time to be directed in a thousand different directions. Young adults are trying to figure out life in a challenging digital world. Middle-aged men and women work multiple jobs and then have to sort out church, kids' school activities, TV and internet entertainment, and so on. Retired individuals are trying to figure out this social media thing so they can try and stay engaged with their grandchildren… Do you see a theme here? People are busy, they are bombarded continuously for their time, and you have to squeak louder than a mouse to be noticed.

Barriers to entry - Ensuring a successful recruitment process involves an honest assessment and review of the organization, top to bottom. Everyone has areas they need to work on, and it is important to get the opinions of the entire department, not just one person's perspective. Unfortunately, many departments tend to embrace drama or make excuses instead of addressing the root cause of an issue, resulting in warring factions and an inability to move forward. This is not attractive to potential applicants who are looking to join a rewarding, positive, and productive organization. To ensure successful recruitment efforts, it is crucial to have a recruiting plan and prepare the department physically and mentally for new applicants. Recruitment should be an easy process, but with the right approach, it can be successful. 

Call to action - Assuming that your organization has successfully completed all or some of the aforementioned steps, the next step is to determine how to initiate the recruitment process. Remember that this is a collaborative effort within the department, as everyone's participation is essential to progress this far. However, it is important to ensure that your message is relevant and on-point. What would be the ideal message to convey? Only your department knows how to recruit for its needs.

Recruit! - You have eleven ideas to choose from, so try them all or pick and choose the ones that work best for you. Now, let me remind you about an important detail. I have been serving as an officer and/or chief for ten years at my department and during this time, I have been working tirelessly towards recruitment and sustainability of the organization. I have invested a lot of time and effort into this little project. If you want your organization to change, you need to take action and commit to the process. Commit and realize the VFDs are more than just fire and rescue services, they are an essential part of the community and the community should be able to find you. VFDs are a significant force for good in your community, but it takes time, hard work, and commitment to achieve that goal.

Again this is a round table, LET THE DISCUSSION BEGIN!!!!!

Thanks for your time,

Matt Hohon
Chief Granbury VFD