Back to overview

Modern recruiting: millions of views for the police

02.14.25 | Reading time 10 mins

Recruiting rethought: Why traditional advertising no longer works

The labour market has changed, but many companies continue to rely on old-fashioned recruitment advertising. Standardised job advertisements with phrases such as ‘Apply now as XY’ and generic images no longer appeal to the target group. Potential applicants expect modern, dynamic and authentic insights into the employer - and this is exactly where edits come into play.

Rhineland-Palatinate Police: An example of successful recruiting with edits

Our edit for the Rhineland-Palatinate police shows how modern recruiting works:

Over 1.5 million organic views, 134,000 likes and 1,500 comments
The video impressed with its high-quality shots, fast cuts, creative transitions and targeted visual effects. The response was enormous, and without any paid adverts.

Why edits are so effective in recruiting

Edits communicate employers in a completely new way. They present companies in a professional and appealing way by packaging information in a compact and visually appealing way. They also generate an emotional connection through creative design. Above all, however, they are characterised by a high degree of creativity, which ensures a high level of attention.

Success factors of edits:

  • Fast, dynamic cuts and visual effects hold attention
  • Creative transitions and concise hooks ensure more interaction
  • Optimisation for social media maximises reach

1,6 Millionen organische Views ohne Werbebudget

Die richtige Ansprache kombiniert mit den richtigen Hashtags

Auf den Kanälen von LEWO nutzten wir folgende Beschreibung:

In Germany we say: „Na, wer hätte das gedacht?“ 😄

It was so fun working with you guys @polizei.rheinlandpfalz
Thank you so much!!! 🙏🏽

#edit #police #vfx #audi #caredit #cargram #viral

In our case, several factors came together to make the video more successful:

1. use of a well-known meme phrase (‘In Germany we say...’)

The introduction of the post with ‘In Germany we say: “Well, who would have thought it?” uses a widespread social media phrase that is often used for humorous or ironic statements. Such phrases are not only entertaining, but also encourage interaction because many users respond to them - whether by liking, commenting or sharing the post.

The use of a typical German expression makes the post interesting for both German-speaking users and international viewers. The latter are often fascinated by foreign language idiosyncrasies and like to comment with questions or witty remarks. This increases the engagement rate, which in turn prompts the algorithm to play out the post to even more users.

2 Surprise effect through cooperation with the police

One of the greatest strengths of this post is the unexpected cooperation with the Rhineland-Palatinate police. Most people have a certain idea of how a police authority appears on social media - usually factual, informative and rather reserved. The fact that a police authority is involved in creative video projects comes as a surprise and generates curiosity.

This type of content is shared particularly often because it contradicts typical expectations. Viewers wonder whether this is a genuine collaboration or whether the police are actually involved in such creative projects. These discussions in the comments ensure a higher interaction rate, which encourages the algorithm to play the video even more frequently.

In addition, the Rhineland-Palatinate police force was linked directly in the post, which attracts further attention. If the police themselves react to the post or share it, the video reaches an even larger target group.

#3 Positive and appreciative tone (‘Thank you so much!!’)

Another factor that supports virality is the positive and appreciative tone of the post. The phrase ‘It was so fun working with you guys @polizei.rheinlandpfalz. Thank you so much!!!’ not only conveys professional collaboration, but also a certain enthusiasm.

Gratitude and appreciation are well received on social media as they convey authenticity. Users are more inclined to like or comment on content if it comes from a likeable and down-to-earth person. Especially in times when a lot of content focuses on criticism or controversy, a friendly tone has a particularly pleasant effect and stands out from the crowd.

#4 Strategic use of hashtags

Hashtags play a crucial role in maximising the visibility of the post. In the description, hashtags were specifically chosen to appeal to different relevant target groups:

#edit, #vfx - For the community interested in video editing and special effects
#police - For users who deal with police work or official topics
#audi, #caredit, #cargram - For car and tuning fans
#viral - Often used to bring content into the ‘trending content’ category and increase findability

By combining these hashtags, the video not only reaches a specific niche, but also a wide range of users who are interested in different aspects of the content.

Strategies for viral recruiting edits

Our methodology is based on the targeted use of social media trends, creative hooks and innovative video formats.

Our approach:

  • Opening with a provocative statement to generate attention
  • A behind-the-scenes shot with the text overlay ‘You can never do an edit of the police.’
  • Landscape format instead of portrait format - contrary to the usual social media norm
  • The ‘Rotate your phone’ animation led the audience to a horizontal view and increased watch time
  • Suspense through sound hooks and effects to increase viewer engagement
  • High quality shots and targeted editing technique to achieve a longer playback time

The result: an average playback time of 22 seconds and an engagement rate of over 15 per cent on TikTok!

For the police who posted the video in vertical form, we created a hook by transforming a civilian vehicle into an emergency vehicle to stop people from scrolling further.

Enthusiasm in the comments - high-quality production meets surprise effect

In the ‘General’ category, the response to the video is consistently positive. Comments such as ‘This is so well done!!!’, ‘Let him cook’ or ‘The best edit in the world’ speak for an impressed response that celebrates the video both technically and stylistically.

But why?

  • High-quality visual effects (VFX) and dynamic cuts: This type of video editing is particularly highly regarded in the edit and car community.
  • Surprising context: Police and elaborately produced social media edits are not a typical combination, which increases the surprise effect.
  • Positive emotional response: Users recognise the appreciation of police work and respond with recognition.

A crucial point here is that the police are not portrayed as a distant authority, but as part of the digital culture - this makes them more approachable and modern.

Recruiting aspect: social media as a game changer for recruiting new talent

On the right-hand side of the analysis, there are numerous comments that place the video in a clear recruiting context. Statements such as ‘Now add something like “Apply now!” at the end and it would be a great introductory video for training’ or ‘The police should use something like this as an image film’ show that users see huge potential for modern recruiting here.

Why is this the right approach?

  • Authenticity and proximity to the target group: Young people are active on platforms such as TikTok and Instagram. If an institution reaches them there in a visually appealing way, the message will be remembered.
  • Emotional connection through entertainment: A classic advertising video would hardly be able to evoke such a positive reaction. A creative approach with high-quality editing, action-packed scenes and a certain looseness makes the content more appealing.
  • Image cultivation and professional attractiveness: The police are often confronted with prejudices regarding their external perception. Such videos show a different side - dynamism, team spirit and a modern approach to communication.

One comment sums it up perfectly: ‘Something like this should be shown in schools, then more people would be interested in the profession.’ This is precisely the core of modern recruiting strategies: Being present where the target group is and showing yourself in a way that inspires.

Recruiting needs to adapt - and this example shows how to do it

The enthusiasm in the comments is representative of a larger movement: Traditional recruiting methods such as brochures or dry image films are no longer fit for purpose. Instead, companies and public authorities need to use modern platforms to address potential applicants in an authentic and creative way.

This video has managed to present the police in a new light - dynamic, approachable and modern. The reactions show that this is exactly the right approach to get young people interested in careers. So when the question arises as to what effective recruiting looks like in the digital era, this example provides the answer.

Success in recruiting without traditional job advertisements

Edits are a game changer not only for the Rhineland-Palatinate police, but also for other organisations.

An example:

For the Trier-Saarburg District Association of the German Red Cross (DRK), applicants were attracted solely through an edit we created - without a traditional job advert.
The visual representation of the work and the dynamics of the video were more convincing than any conventional advert.
Recruiting with organic reach - the future of recruitment

The figures prove the success: organic reach and targeted social media strategies can fundamentally change recruiting. Companies that continue to rely on outdated methods are losing valuable potential applicants.

A big thank you to the State Office of Criminal Investigation and the Rhineland-Palatinate police force for collaborating on this innovative project.

If you want sustainable success in recruiting, you have to rethink your own strategy. Edits offer an effective way of achieving a high level of reach and interaction with a low budget.

Back to overview