Metro departments dominate recruiting conversations, but the majority of law enforcement agencies in the United States are small. That imbalance shows up directly in applicant volume. A 2025 statewide staffing survey found that large agencies averaged 115 applicants per job posting, while small agencies averaged just 8. Separate national survey data shows large agencies with 250 or more sworn officers employ roughly 92% of the officers represented in that survey, while agencies with fewer than 50 officers employ less than 1%.
That gap is not a reason for small and rural departments to concede the recruiting fight. It’s a reason to stop competing on metro terms and start competing on their own. The Department of Justice’s COPS Office has specifically studied recruiting and retention challenges unique to small and rural agencies, and its findings point to the same conclusion: rural departments succeed by leaning into what makes them different, not by imitating larger agencies.
Stop Trying to Out-Market the Metro Department
A 40-person department cannot out-produce a 2,000-person department’s marketing budget, and trying to imitate big-city recruiting content usually falls flat. What works instead is leaning into what a smaller agency can genuinely offer that a metro department structurally cannot, which is exactly the kind of positioning work Epic Recruiting does with small and mid-sized departments.
What Actually Sets Small and Rural Departments Apart
Generalist experience over specialization. Officers in smaller departments handle a wider range of calls earlier in their careers, from traffic enforcement to investigations to community response, instead of being siloed into one unit for years. For candidates who want broad, hands-on experience fast, that’s a genuine selling point.
Faster path to responsibility. In a smaller agency, officers are more likely to know their chief personally, take on specialized roles sooner, and see a direct line to advancement. That access and mobility should be front and center in recruiting content, not buried under generic “join our team” language.
Cost of living and quality of life. Rural and small-town postings often come with a cost of living that stretches an officer’s salary further than the same number would in a metro area, along with shorter commutes and closer ties to the community they serve.
Community integration. Officers in small departments are recognized at the grocery store, coach their kids’ little league teams, and build relationships with residents over years, not case files. For candidates drawn to policing because they want to be part of a community rather than anonymous within one, that’s the entire pitch.
Marketing the Advantage, Not Apologizing for the Size
Too many small department job postings read like an apology: limited budget, limited openings, limited benefits. Reframe the same facts as advantages. Fewer officers means each one matters more, advances faster, and has a bigger say in how the department operates. That’s not a smaller opportunity. It’s a different one, and for the right candidate, a better one.
Let Epic Help You Find What Makes You Different
Every department has something that sets it apart, and finding that story is exactly what Epic Recruiting does for agencies of every size. Visit pdrecruiting.com to start building a campaign that markets what makes your department worth joining, not just what it lacks compared to a bigger one.
FAQ
Do small police departments get fewer applicants than large ones? Yes. A 2025 statewide staffing survey found large agencies averaged 115 applicants per posting, while small agencies averaged 8, though small agencies also have far fewer positions to fill.
What can small or rural departments offer that metro departments can’t? Faster access to leadership, broader generalist experience earlier in an officer’s career, closer community ties, and often a lower cost of living relative to salary are common advantages smaller departments can highlight.
