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City Council approves $1.5 million to boost LAPD recruitment advertising and office space
Summary
The Los Angeles City Council approved shifting $1,000,000 for recruiting advertising and $500,000 for recruitment relocation after a detailed presentation by LAPD and personnel staff about falls in applicant numbers and the need for sustained outreach.
The Los Angeles City Council voted to transfer $1,000,000 to an advertising budget for Los Angeles Police Department recruitment and $500,000 to relocate and build out recruiting office space, approving the action by roll call (11 ayes). Council members said they wanted regular reports on how the money is spent.
Council members backed the transfer after a presentation from Commander Betty Kelopes of the LAPD Personnel Group and personnel staff outlining recruitment shortfalls and proposed outreach tactics. "The Los Angeles Police Department has recruited and has hired for this fiscal year 272 police officers," Commander Betty Kelopes said. "Our attrition rate for this year has been 409. That doesn't meet our current hiring goals."
Why it matters: Council members and staff said the city faces a recruiting deficit that could leave the department up to about 1,000 officers short over the coming year unless recruitment improves. The council tied the funding decision to a requirement for measurement and follow-up: Budget and Finance and Public Safety requested a report back on the results of the advertising and recruitment expenditures.
LAPD testimony and proposed use of funds
Commander Kelopes told the council that the department previously ran a one-month local media push that cost about $500,000 and yielded roughly 150 additional local test-takers. The $1,000,000 allocation is intended for a broader, multi-channel campaign including TV, cable, radio, Internet, bus kiosks and billboards, plus targeted buys such as theatre and bus-wrap advertising. Kelopes said the department had also budgeted $500,000 to relocate and build out recruiting office space so recruiters can work more closely with Personnel Department staff.
Council debate and oversight
Council members pressed the department on measurable return on investment and alternatives to paid media. "Billboards, historically are known to be very difficult to monitor," Councilmember Walters said, urging more emphasis on pro bono placements and rigorous evaluation. Several council members encouraged using councilmember networks to secure in-kind placements at movie theaters and other outlets. Councilmember Feuer urged a follow-up study and continued oversight.
Commander Kelopes and personnel staff discussed demographic goals tied to the department's consent-decree-era hiring targets and current representation: "Where we are in our department's representation at this point is 13.7% African American, 33.3% Latino, 6.8% Asian Pacific Islanders, and 18.6% women," Kelopes said, describing where the department is falling short of stated goals and why targeted outreach matters.
What the council directed
The council approved the transfer and asked for a report from LAPD and the Personnel Department on recruitment results after the funds were expended, with committee oversight. Members said the report should include measures of applicants generated per advertising channel and recommendations for subsequent budget cycles.
Ending
The council approved the transfers by roll call and instructed Budget and Finance and Public Safety committees to receive ongoing reports on the recruitment campaign and its results.
