Recruitment Campaigns

Recruitment and retention are among the most pressing challenges facing EMS today. The Office of EMS encourages agencies to take a structured approach: first by planning strategically, then by implementing targeted outreach, and finally by evaluating results. The following resources can help agencies of all sizes strengthen their workforce.

Recruitment campaigns are essential to ensuring EMS agencies remain strong, visible, and sustainable. They help agencies tell their story, connect with the community, and encourage the next generation of EMS providers to get involved. Whether your agency is volunteer, career, or combination, a well-designed campaign can increase awareness and inspire action.

 

Sample Recruitment Campaigns

Virginia agencies have developed a number of innovative recruitment campaigns that can serve as models for others:

• • BecomeEMS.org – Recruitment Campaign a Big Success
  • Everyday Heroes – Virginia Fire Chief’s Assoc. Volunteer Workforce Solutions

 

Three Steps to a Successful Recruitment Campaign

Building an EMS recruitment campaign works best when it follows a structured approach. Agencies can use these three steps — Plan, Implement, and Evaluate — to create campaigns that are clear, consistent, and effective.

Strategic Planning for EMS Recruitment Campaigns

A successful recruitment campaign starts with a clear plan. Agencies should begin by identifying workforce needs, defining their target audience, and setting realistic goals before launching outreach efforts. Planning saves time and resources while ensuring campaigns align with agency priorities.

Resources to support planning include:

• Retention and Recruitment Kit — IAFC
  Templates, letters, interview questions, tips, and forms adaptable for EMS/Fire agencies.

• Retention and Recruitment for the Volunteer Emergency Services — FEMA/USFA
  Strategies for assessing community needs, developing messaging, and launching recruitment efforts.

• Innovative Recruitment Strategies for EMS Agencies — NAEMT
  Case studies and ideas for targeting diverse populations, using social media, and applying data-driven approaches.

• EMS Strategic Planning Toolkit — National Rural Health Resource Center
  Tools for readiness assessment, setting objectives, visioning, and leadership strategies (rural-focused, but broadly applicable).

• Virginia EMS Workforce Retention Toolkit — VDH
  Virginia-specific toolkit with strategies that overlap planning and retention, including workforce analysis and goal setting.

Implementation of a Campaign

With a plan in place, agencies can focus on execution. Implementation means putting strategies into action, engaging the public, using both traditional and digital media, and working with community partners. Successful implementation also requires consistency and follow-through, so that campaigns build momentum and credibility over time.

Resources to support implementation include:

• Recruitment and Retention Planning & Funding — NVFC
  Adaptable guidance for EMS agencies, including how to conduct needs assessments, apply for SAFER grants, and use national outreach platforms.

• Retention and Recruitment for the Volunteer Emergency Services — USFA/NVFC (PDF)
  A joint FEMA/NVFC publication with practical strategies and case examples that EMS agencies can apply to their recruitment efforts.

• Volunteer Recruitment Ideas — NVFC (PDF)
  A collection of implementable outreach ideas (events, partnerships, media) that can be tailored to EMS campaigns.

• Everyday Heroes — Virginia Volunteer Workforce Solutions (VFCA)
  Virginia’s coordinated branding and outreach example; program is managed by VFCA and funded by a FEMA SAFER grant.

How & Why to Evaluate Your Campaign

Campaigns should not end once outreach materials are distributed. Evaluation helps agencies measure what worked, identify opportunities for improvement, and demonstrate success to stakeholders. Tracking outcomes such as applications, new memberships, or community engagement provides valuable feedback for future efforts.

Resources to support evaluation include:

• CDC Program Evaluation Framework (2024) — Centers for Disease Control and Prevention
  Outlines six key steps in program evaluation, along with guiding standards (utility, feasibility, propriety, and accuracy). EMS agencies can apply these steps to assess recruitment campaigns and measure effectiveness.

 

 

Additional Support

Recruitment and retention are ongoing challenges that require both local innovation and statewide support. The Virginia Office of EMS is committed to helping agencies strengthen their workforce through tools, training, and shared best practices.

For additional guidance, sample materials, or to share your agency’s recruitment success story, please contact the OEMS