Abstract: 

Background: This study investigates Polismyndigheten (The Swedish Police Authority)  structure, recruitment challenges, and branding strategies. Despite extensive efforts, persistent recruitment shortages coincide with increasing crime rates. The authority employs multi-platform recruitment campaigns emphasizing both emotional and practical benefits of joining the police force. However, recruitment shortages persist, highlighting the difficulty in attracting qualified candidates to high-risk occupations.

Purpose: Public sector organizations like Polismyndigheten face challenges in attracting and retaining qualified individuals due to the risks of police work. This study investigates the motivations of individuals, especially police students, in pursuing high-risk occupations within the police force. Focusing on Borås Police Academy, it aims to enhance employer branding strategies.

Method: This qualitative study utilized semi-structured interviews with a selection of relevant participants from Borås Police Academy. Employing a deductive approach, the data were subjected to thematic analysis, enabling the identification of key themes and patterns. This method facilitated the interpretation and extraction of significant insights from the data.

Conclusion: Findings show internal values, societal influences, and personal aspirations as main motivators. While recruitment ads matter, employer benefits, societal impact, and personal growth opportunities are key. Suggestions for Polismyndigheten include aligning branding with student perceptions and emphasizing authenticity. Leveraging these insights can boost officer recruitment and retention, enhancing police advertising and public perception.