Part of the recruiting problem involves simple demographics. The birth rate in the United States has been declining steadily since the late 1950's, and there are fewer men and women in the 20-29 age group from which police departments traditionally hire. In addition, police departments are looking for more educated officers than they were 20 years ago, and police officers are required to learn more on the job. Basic training at police academies is longer than it used to be, field training programs are common, and police officers are required to undergo advanced and specialized training throughout their careers. Successes reported by some police departments focus on regular, planned recruiting efforts based on a marketing approach. Recruiting involves identifying and reaching specific people with a specific message. Law enforcement must be marketed as a desirable career by stressing the benefits a person will receive by becoming a police officer. Recruiting programs must be given high priority and must have goals. Police departments must make recruiting a permanent function with some status, develop a cadre of officers to help with recruiting, train recruitment personnel, get the community involved, and lower costs by sharing recruiting and processing burdens across jurisdictions.