What? Fewer Applicants. Yes, you heard that right.
It’s really easy to recruit online with a plan that gets you hundreds of applicants. We like to call it spray and pray – blasting ads everywhere and hoping something sticks. But what’s more difficult (and more valuable) is getting fewer applicants who are actually qualified.
First responder roles require candidates who are not only qualified but also deeply committed to serving their communities. Unfortunately, many organizations struggle with an influx of applications from individuals who don’t even meet the basics: not Canadian citizens, don’t meet basic pre-qualification requirements, or are not prepared for the demands of the job.
HR teams spend hours drowning in resumes, many from bots, auto-appliers, or candidates who don’t qualify. The noise eats up time and buries truly qualified applicants under a pile of maybes.
AI-polished resumes also make it harder to tell who’s actually skilled vs. who just knows how to copy-paste.
High application numbers look impressive on paper, but volume does not equal quality. Too many unqualified applications slow down the hiring process, overwhelm HR teams, and delay hiring the right people. As a marketing agency focused on recruitment, we work with organizations to make their advertising process more targeted and more efficient. The goal is not just to attract applicants but to attract the right applicants — those who have the required qualifications and are serious about pursuing a career as a first responder.
Start With Smarter Targeting
A strong recruitment campaign begins with knowing exactly who you want to reach. Platforms like LinkedIn, Indeed, Google, and Meta all offer powerful targeting tools, but you need to use them strategically. Platforms change constantly, and most HR teams don’t have time to play catch-up. That’s where strategy beats guesswork.
Each platform has unique levers:
- LinkedIn → narrow by job title, skills, industry, geography, groups, or seniority.
- Indeed → use screener questions and/or control categories/keywords to block irrelevant searches.
- Google → use custom intent audiences, location extensions, responsive search ads, and add keyword exclusions to filter intent.
- Meta → focus on geography and interests to zero in on local eligible candidates.
Set your parameters right, and you cut down on the “click-happy” crowd applying without even reading the posting.
Write Clear, Transparent Job Ads
Your job posting is your first filter. If requirements aren’t clear up front, expect a flood of bad fits.
Put minimum requirements (citizenship, licences, credentials) at the very top. Add a short, blunt description of physical, emotional, and scheduling demands so the wrong candidates self-select out.
Also, state your EVP (Employee Value Proposition) clearly. Pay and benefits aren’t side notes; they either attract or repel.
Use Knock-Out Questions to Pre-Screen
Even with precise targeting, unqualified applicants sneak in. That’s where knock-out questions earn their keep.
Some examples might include:
- “Are you legally eligible to work in Canada?”
- “Do you hold a valid Class G driver’s license?” Provide number.
- “Do you have current Standard First Aid certification?” State expiry date.
- “Do you have a (Province-specific) Secondary School Diploma?”
- In the case of Paramedics, for example, “have you completed the 2-year college-level Primary Care Paramedic Program?”
- “Please provide your criminal background check documentation.”
- “Are you willing to work shifts, including nights and weekends?”
One “no” = automatic filter-out. No wasted HR time.
Add Intentional Barriers to Deter Casual Applicants
If someone won’t spend five minutes writing a cover letter or uploading proof of certification, do you really want them protecting your community?
Asking for docs or short scenario responses adds commitment, deters bots, and highlights candidates who actually align with your values. For roles that require certifications or physical tests, consider asking for documentation up front or a short written answer about their preparation. This adds a layer of commitment and helps your hiring team quickly spot candidates who meet your requirements and deters bot-driven answers because bots have a hard time personalizing answers.
Some questions could be:
- Present a short scenario with a clear right/wrong choice, for example:
“You witness a colleague falsifying a report. What do you do?”
Correct answers would align with professional ethics and integrity standards.
- “Our mission prioritizes community engagement and de-escalation. Describe a time you diffused a tense situation.”
- “Do you agree that all applicants must commit to ongoing training in equity, diversity, and inclusion?”
These do not need long answers — just enough to weed out candidates whose values do not align. Stay away from Yes/No questions that are easy to answer.
Monitor, Measure, and Adjust
Recruitment ads aren’t a crockpot… you can’t just set and forget. The best campaigns are tuned constantly, based on data.
Track CTR, CPC, and applicant quality. Adjust targeting, refine messaging, or tighten knock-out questions as needed.
The Payoff: Higher Quality Candidates and Faster Hiring
Smarter targeting. Clear ads. Knock-out questions. Intentional barriers. Ongoing optimization. Screening. That’s how you stop drowning in resumes and start attracting people who are actually ready for the job.
The payoff?
- Faster hiring
- Less HR burnout
- Better candidates
Filtering and Screening
As an added service, we help our clients with screening and filtering. We use sophisticated software and tools, as well as our skilled screening team, to eliminate unqualified candidates before they hit your inbox.
Recruitment marketing is all we do. And we do it better than your HR generalist or a “set-and-forget” agency. Imagine spending less, attracting the right people, and cutting out the noise. That’s the Responder Recruitment difference.
Save time. Save ad dollars. Save your sanity.