The job market for likely police officer candidates is becoming highly competitive while public opinion of the law enforcement profession is declining, making police work not as attractive as it once was. This current situation requires that police departments market themselves as do other businesses. The key is to challenge potential candidates to commit themselves to serving as a role model for youth and helping create and maintain a high quality of life in the communities they serve. This means identifying target audiences likely to respond to such a message, such as persons with a military background and young people coming out of college. Means of getting out the message about the challenges of a law enforcement career include an Internet website, one-to-one personal contacts with prospective applicants, job fairs, seminars on the hiring process, and visits to elementary schools and high schools to promote a career in policing. An effective recruitment effort may require the use of full-time recruiters to develop and implement an effective recruitment program. This article offers suggestions for obtaining help in recruiting efforts and for retaining those who have been recruited.