In this episode of the ReducingCrime Podcast, host Jerry Ratcliffe interviews Terry Cherry, a recruiting officer with the Charleston South Carolina Police Department. Cherry discusses her evidence-based approach to police recruitment and retention, as well as her work with academic colleagues. She emphasizes the importance of treating recruitment like a business, understanding the competition, and systematizing the recruitment process. Cherry also highlights the need for police departments to provide good customer service, care about the well-being of applicants, and create an inspirational aspect to recruitment. She shares her experience in creating evidence-based recruitment videos and the importance of focusing on social impact in attracting potential candidates. Cherry also discusses the changing expectations of recruits, the need for police departments to adapt to societal changes, and the potential consequences of failing to do so.