BSIA signposts ‘People, Property, Places: Professionally Protected’ campaign

The prime objectives of the new ‘People, Property, Places: Professionally Protected’ campaign, which itself builds on the ‘Hidden Workforce – Perceptions’ campaign initiated in 2020 – are to raise awareness of security officers and their work, improve retention and recruitment by highlighting the myriad benefits of the sector and also promote the benefits of purchasing professional security services.

Security officers don’t just ‘do a job’ for their company and its clients. Rather, they are highly trained and compassionate individuals with great responsibility for keeping people, property and places professionally protected.

Recognition of this vital work, however, still remains relatively ‘under the radar’, while the general perception of security service providers in both the business and public consciousness remains somewhat unclear and, potentially, undervalued. The BSIA’s goal, then, is to raise the profile of – and establish a positive identity for – this element of the security sector.

Trio of markets

Three markets are going to be targeted by the new campaign (which officially launches on International Security Officers Day in late July):

*Business to consumer: increase the profile and awareness of the crucial work security officers conduct on a daily basis

*Business to recruitment: improve recruitment and retention by highlighting the career opportunities and benefits available within the professional security sector

*Business to business: promote the benefits of purchasing professional security services among the end user community

The campaign will look in great detail at several areas, among them training (with a keen focus on the Protect Duty and training). In terms of reputation, there’s an overriding need to dispel old myths about the role of the professional security officer. Another area for attention is Corporate Social Responsibility. Many companies are dedicated to not only improving their business to fit in with modern trends, but also provide valuable support within their communities and beyond.

Embedding the campaign

Messaging for the campaign is very much about security being a career of choice that’s open to anyone from any background, ethnicity, sexuality and age group. Security officers are committed and take pride in their work and have numerous opportunities to progress in their chosen career.

Working with its members and the wider security industry, the BSIA will run a campaign that targets the identified markets through a sustained media campaign, using Case Studies of existing and new projects that underline the industry’s commitment to training, recruitment and retention, the Living Wage, the building of a strong reputation, equality, diversity and inclusion, Corporate Social Responsibility, client satisfaction, the use of technology and the strengthening of partnerships.

The campaign will be publicised across national and regional media, as well as vertical and campaign-relevant media.

*Security Matters magazine is fully supportive of the BSIA’s latest campaign to endorse and promote the vital work of security officers and security companies