How Much Does It Cost to Make a Recruitment Video?

A Behind-the-Scenes Look for Police, Fire, and HR Teams

If you're a police or fire chief, or HR director, you already know the stakes: you're understaffed, morale is low, and you're tired of job ads that attract the wrong people—or no one at all. Recruitment videos aren't just a flashy trend; they're one of the most powerful tools to connect with the right candidates. But how much does it actually cost to make one?

The short answer: it depends. The better answer? It depends on what you're trying to achieve. Let's break it down with real examples and real numbers.

Why Recruitment Videos Work (When They're Done Right)

A well-executed recruitment video does more than just show off a workplace—it sells a mission. Especially for public service departments, it's about building trust, showing culture, and highlighting the human side of the badge, the uniform, or the company name.

After we produced a recruitment video for the Auburn, Maine Police Department, their chief shared that they received overwhelming positive feedback - and an influx of well-qualified candidates into their applicant pool. It wasn’t just about looking good on camera. It was about creating a message that stuck.

What Actually Affects the Cost of a Recruitment Video

Just like building a house, the cost of a recruitment video depends on scope. Here are the major variables:

• Pre-production: Planning, scripting, scouting, scheduling, and coordinating your people.

• Production: How many crew members? How many shoot days? What kind of camera? (For one video, we used the same camera and lenses as Guardians of the Galaxy 3. That wasn’t cheap, but it was right for the story.)

• Post-production: Editing, sound design, music licensing, color correction, and sometimes VFX.

We don’t price by the day. Every shoot is different. A client shouldn’t pay more if we do less work, and shouldn’t pay less if we do more. That’s why we price based on scope and outcome—not hours.

Real-World Case Studies

🌟 Superhero Police Recruitment Video (~$40,000)

One police department came to us wanting something cinematic and inspiring—a superhero movie feel. We delivered. Shot on the same camera used in blockbuster films, with anamorphic lenses for that wide, dramatic look, the video ran on TV and got immediate attention. Friends, colleagues, and family members reached out just to say how good it looked. That level of production isn't for everyone, but when the goal is to inspire and stand out, it works.

🚒 Controlled Burn Fire Department Video (Mid-range budget)

Filming a controlled burn during fire training sounds awesome. It’s also risky. Smoke, water, heat—all things cameras hate. But we pulled it off, safely, and captured incredible footage most agencies can’t get. This kind of production demands patience, planning, and good risk assessment. The shot we got was worth it.

🚫 DIY Disaster to Documentary-style Gold

A sheriff who'd been shot in the line of duty needed to tell his recovery story for a clinic that helped him rebuild his life. Their plan? Film it on an iPhone. We stepped in with a full crew—not for profit, but because it mattered. It's not a recruitment video, but it's the kind of story that makes people want to join a cause.

What You Get at Different Budget Levels

• $5,000(ish) Range: Small crew, single-day shoot, minimal post. It’s efficient and professional.

• $10,000(ish) Range: A few locations, some light scripting and planning, well-polished.

• $50,000+ Range: Full scripting, storyboarding, multi-day shoot, cinematic visuals, custom music, intensive editing.

All of these can be effective. It’s not just about money—it’s about matching the budget to your goals.

Common Misconceptions That Waste Time and Money

• "We need drone footage." Only if it serves a purpose.

• "Let’s use our real staff." Great for testimonials, but actors avoid turnover issues.

• "It’s just one day of shooting." Pre and post-production are often the bulk of the work.

How We Approach Storytelling

It starts with one question: What are you trying to say? And then another: Who are you trying to reach?

Every story we tell is shaped by the audience. We filmed a fun, lighthearted piece for a beverage brand. We also filmed hospice content that needed to be warm and grounded. Police and fire departments are different still—they need purpose, pride, camaraderie, and sometimes humor.

The emotion can be moving or funny. What matters is that it's memorable.

Why Clients Are Surprised (In a Good Way)

They often show up to set and go, “Whoa.” Multiple people. Big lights. Camera rigs. It’s not someone with a GoPro. It’s a real set.

We’re not a massive company, but we believe in doing things right. We scale our process to the project, not the other way around. And we treat every budget with care.

Final Thoughts: Cost vs. Value

Recruitment videos aren’t cheap. But being constantly short-staffed, paying out overtime, and losing out on great hires? That’s more expensive.

When done well, these videos don’t just help you fill a role—they strengthen your brand, boost morale, and make the right people excited to work with you.

Want to see what that looks like? Watch our recruitment video case study here.