How British Transport Police reached new talent pools with crooton

British Transport Police (BTP) needed to recruit significant numbers of Police Officers and PCSOs across the UK. Alongside volume, they were also focused on improving diversity within their applicant pool to better reflect the communities they serve. Traditional recruitment methods were proving ineffective, especially in reaching underrepresented demographics and engaging passive candidates.

crooton partnered with BTP to deliver a targeted, strategic recruitment campaign using its enhanced geofencing technology, complemented by its fully managed recruitment service. 

The crooton team mapped and geofenced specific locations where BPTs ideal candidates were likely to live, work, or spend time. They then served digital adverts to the relevant people who came in and out of the virtual fence, meaning BPT’s roles were seen by the right people at the right time. 

This was a dramatic shift from BTP’s previous reliance on candidates actively seeking them out. Instead, crooton brought the opportunities directly to those who met the criteria but hadn’t yet considered a policing career.

Through this campaign, crooton delivered an average of 160,000 ad impressions per month. This led to over 704 applicants and a 300% increase in applications from diverse backgrounds. 

What’s more, BTP now actually have waiting lists of applicants for officer and PCSO roles - which was previously unimaginable! 

Police Sergeant, Joe Mills said: “Our partnership with Crooton has been instrumental in helping the British Transport Police meet our recruitment goals, particularly in attracting a diverse and talented pool of candidates. Crooton’s understanding of our commitment to building a workforce that truly reflects the communities we serve has been evident in every step of the recruitment process. Their expertise in reaching underrepresented groups, along with their targeted approach, has been a game-changer.”