Sonoma County Sheriff's Department

Research/Diversity

ASSESS

The Sonoma County Sheriff's Department provides law enforcement, court security and detention services to a population of nearly 500,000. Sonoma wanted to increase their recruitment and retention of diverse employees in order to reflect the growing diversity of the county and inmate population. Of particular concern, was their need to increase female officers. The Department wanted to understand the perceptions, motivators and challenges of its officers and determine diversity best practice strategies.

STRATEGIZE

Bernard Hodes Group recommended an intensive research study with all employees and other law enforcement agencies to gain an understanding of current employee attitudes, perceptions and motivators around Sonoma as an employer while also gathering information on best practices of other law enforcement agencies. Information gathered would be used to develop short and long term strategies around recruitment, retention and management of a diverse workforce.

IMPLEMENT

Phase I entailed primary qualitative research that focused on evaluating employee perceptions, key motivators for joining, retention factors, media preferences and leisure activities. The goal was to determine key employer benefits for recruitment and employer branding messages. The research was conducted via an online survey and also included telephone interviews with a cross section of diverse employees from the sheriff and correctional divisions.

Phase II was a benchmarking research conducted via written surveys with neighboring law enforcement agencies and through a national review of best practices. Completed surveys were received from key HR personnel from eleven neighboring law enforcement agencies. The goal was to identify key sourcing, recruitment, promotion and retention practices and to assess prevalent diversity initiatives used. Hodes also analyzed available secondary data on national law enforcement diversity best practices.

MEASURE

Hodes presented the research results, implications and recommendations to senior management, which confirmed the need to refocus the brand. New branding and recruitment campaign materials were developed under the theme ÒIÕm ready,Ó including an updated online presence. The management team continues to use the research for improving internal programs and communications, to develop measurable benchmarks and to assess the implementation of diversity best practices.