Contrary to media images of police officers as confrontational, risk-taking, aggressive crimefighters, police agencies desire to hire applicants who are people-oriented, emotionally stable, and not attracted to the position because of the power it offers over others. The content of recruitment messages must portray police officers realistically and in accordance with the qualifications desired by the agency; otherwise, the agency will have the time-consuming task of eliminating unqualified candidates while failing to attract desirable candidates. Today's job applicants are visually oriented, so the use of visual technologies in recruitment promise to be the most effective. Recruitment media suggested in this article are Web sites, classified advertisements, recruiting videos, television and radio advertisements, roadside billboards, and advertisement placards on commercial transportation vehicles. The advantage of the department's Web site is the ability to advertise and recruit cost effectively to a wide pool of applicants. Newspaper advertising can reach persons who might not be initially familiar with or attracted to modern policing styles and duties. Recruiting videos can provide a comprehensive visual presentation of police duties and career opportunities that reflect the type of officer the agency needs. Many departments have their own shows on local cable television and local radio. These are logical media for attracting desirable candidates. Billboards must be carefully designed, since they offer only one still image and few words. Buses, subways, and local commercial carriers often display advertising. By wisely using the many technologies available to them, police departments can project the desired image of policing to target audiences and attract more and better candidates. 17 suggested readings