Fremont City Council Meeting: 07/08/25 07:00 PM
3300 Capitol Avenue Div/Dept: Human Resources
Fremont, CA 94538 Category: Agreements and Contracts
SCHEDULED
Sponsors:
COUNCIL STAFF REPORT (ID # 5490) DOC ID: 5490
Updated: 7/3/2025 8:37 AM by Dina Lewis Page 1
SERVICE AGREEMENT FOR POLICE RECRUITMENT MARKETING AND
ADVERTISING – Authorize the City Manager to Execute a Service Agreement with the Hoffman Agency in an amount not-to-exceed $150,000 for Fiscal Year 2025/26 Contact Persons:
Name: Tina Gallegos
Title: Human Resources Director
Div/Dept: Human Resources
Phone: 510-494-4652
E-Mail: [email protected]
Executive Summary: The purpose of this report is to seek authorization for the City Manager to execute a service agreement with the Hoffman Agency for recruitment marketing and advertising services for the City of Fremont’s Police Department from July 1, 2025 through June 30, 2026, in an amount not-to-exceed $150,000 over the one-year term.
BACKGROUND: The City of Fremont’s Police Department (FPD) continues to face ongoing challenges in attracting and retaining police officers in a highly competitive labor market.
These challenges are further amplified by evolving expectations of law enforcement professionals and increased competition among agencies across the region. To address these challenges, FPD requires strategic, high-impact recruitment marketing and advertising services that are responsive to current workforce dynamics.
During Fiscal Year 2024/25, the City of Fremont (City) partnered with the Hoffman Agency to support FPD in achieving its recruitment advertising/marketing goals of attracting a diverse and qualified candidate group. The Hoffman Agency has extensive experience in public sector recruitment and marketing. The proposed service agreement with the Hoffman Agency will include components such as:
• Development of targeted recruitment marketing strategy for FPD • Creation of engaging and appealing advertising materials • Utilization of a variety of advertising channels: digital, social media, print , and broadcast
• Ongoing advertising campaign management and optimization • Regular reporting and performance analysis
DISCUSSION/ANALYSIS: The Hoffman Agency has provided marketing and public relations services for the City in the past and is familiar with the organization and FPD’s recruitment process. In Fiscal Year 2024/25, the City partnered with the Hoffman Agency to provide recruitment marketing and advertising services for FPD that were designed to promote employment opportunities and position the City as an Employer of Choice.
The Fiscal Year 2024/25 service agreement with the Hoffman Agency was in the amount of $150,000.
Council Staff Report (ID # 5490) Meeting of July 8, 2025 Updated: 7/3/2025 8:37 AM by Dina Lewis Page 2
During Fiscal Year 2024/25, the Hoffman Agency delivered a comprehensive recruitment marketing program that has significantly enhanced the FPD’s visibility and engagement with prospective candidates. Through a combination of efforts, FPD hired 32 police officers in Fiscal Year 2024/25. Given the success of the Hoffman Agency’s recruitment and marketing program, and that there remain around 20 police officer vacancies, staff recommends that the City continue to contract with the Hoffman Agency in Fiscal Year 2025/26 for recruitment marketing and advertising services.
FISCAL IMPACT: Under the proposed service agreement with the Hoffman Agency for Fiscal Year 2025/26, the total compensation for all services provided will not exceed $150,000. The City Council appropriated sufficient funding for this service agreement as part of the Fiscal Year 2025/26 Adopted Operating Budget for the Human Resources Department.
ENVIRONMENTAL REVIEW: The proposed action is exempt from and not subject to review under the California Environment Quality Act (CEQA) because, without limitation, it is not a “project” as defined in CEQA Guidelines Sections 15378(b)(2) and/or 15378(b)(5), and it has no possibility of a significant effect on the environment, as specified in CEQA Guidelines Section 15061(b)(3), each as a separate and independent basis for CEQA compliance.
ATTACHMENTS: None.
RECOMMENDATION: Authorize the City Manager, or designee, to execute a service agreement with the Hoffman Agency for police recruitment marketing and advertising services for Fiscal Year 2025/26, in an amount not-to-exceed $150,000.