Police chiefs are using flashy videos and broader outreach to entice recruits after officer-involved deaths in Missouri and Baltimore made policing a tough sell.
Police recruiting is entering a new age.
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Scrutiny and hostility for officers have amplified and chiefs are under pressure to reshape departments to better reflect the communities they serve.
Because of low pay, some of the country's largest police forces saw significant drops in applicants long before "hands up, don't shoot" entered the zeitgeist.
Cities once flooded with applicants are turning to social media and more one-on-one recruiting to generate interest in a generation more apt for technology-driven jobs than police work.
So far, America's police chiefs are seeing a mix of failure and success in attracting applicants.