The private security industry is booming. From Executive Protection and maritime security to armed guards stationed at private institutions, the demand for skilled and trustworthy talent is rising globally.
But here's the catch - so is the competition.
With the blurring of lines between public and private security services, private security firms must do more than just hire - you need to attract, engage, and retain the right people. That means building a standout employer brand.
Here's an easy-to-read guide with real-world tools and credible sources to show you how to improve your employer branding.
Step 1. Let Real People Tell Your Story With Vouch
Let's face it: job seekers don't trust brochures; they trust people.
Vouch is a powerful video tool that makes it easy to collect and share employee testimonials, turning your current employees into your best recruitment asset.
Why video works:
- Companies using video content on job pages get up to 800% more engagement (CareerBuilder)
- Testimonials increase employer brand attractiveness and trust among prospective employees
Use Vouch to:
- Record videos to show what it's like to serve in a private security company
- Share authentic experiences on your careers page, job listings, and social media
This builds organizational identity and helps potential employees picture themselves in the role at your company.
Step 2. Define a Clear Employer Value Proposition (EVP)
A strong Employer Value Proposition tells potential hires why they should work at your company. Here's what to include in your EVP:
- Mission and values: Emphasize your role in client safety, service integrity, and ethical standards
- Work environment: Whether in San Francisco, Santa Monica or overseas, show what day-to-day looks like
- Career progression: Paths for Full-Time Employees from patrol to Executive Protection Agents
- Training and support: Onboarding, certifications, and mentorship programs
- Compensation and benefits: Be transparent with salary, bonuses, and wellness programs
This helps candidates assess their cultural fit in your company, as it's a significant factor in decision-making.
The AI-enabled workspace for talent teams.
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Step 3. Polish Your Visual Identity Across Digital Channels
In the private security sector, your corporate identity must reflect professionalism, reliability, and strength. But that shouldn't stop at your public site; it must extend to your recruitment brand.
Here are some tips for your company on social media and other digital channels:
- Make your careers page visually sharp and easy to navigate
- Use visuals that show uniforms, vehicles, training facilities, and real teams in action
- Avoid stock photos and try to use real security professionals whenever possible and safe to do so
Why it matters: 75% of job seekers research an employer's brand before applying; from social media to recruitment videos, your visual tone sets the stage for how you're perceived.
Step 4. Align with Military and Law Enforcement Backgrounds
Many armed guards and Executive Protection Agents come from military service or law enforcement backgrounds. Acknowledge and honour that in your branding.
What to do:
- Feature testimonials from veterans or retired officers now working in the private sector
- Create career path visuals tailored to military candidates
- Highlight training that enhances and respects the protective security experience
Companies that align with people driven by service and duty, attract those who are already mission-minded. This also reinforces credibility in the eyes of potential clients and stakeholders.
Step 5. Promote Career Development, Not Just Job Security
Retention is one of the biggest challenges in the security guard industry. Why? Because too many jobs feel like dead ends, but you fix this by:
- Offering clear development opportunities and internal training
- Providing pathways to roles like Executive Protection Specialist or Maritime Security Lead
- Covering certifications and leadership courses
According to SHRM, 70% of employees are more likely to stay long-term if they have clear career advancement options. When people feel invested in your brand, they stay, they grow, and they advocate for your brand.
Step 6. Create Internal Employer Branding to Retain Talent
Your internal employer branding is how current staff feel about working for you, and it's just as important as what job seekers see.
Strategies to retain employees include:
- Quarterly employee surveys to measure employee satisfaction
- Recognition programs that reward commitment, bravery, or long hours
- Sharing real employee experiences in your newsletters or internal channels like video updates
A strong internal culture leads to better performance and lower turnover.
And in the private security industry, where trust is critical, happy employees equal happy clients.
Step 7. Measure Your Success with Data and Feedback
Without data, you're flying blind. Use both hard numbers and personal feedback to track the impact of your employer branding strategies.
Key metrics:
- Application rates per job posting
- Conversion rates from site visits to job applications
- Retention rates at 6 and 12 months
- Insights from recruitment purposes surveys
- Candidate feedback from recruitment marketing campaigns
Use this data to refine your messaging, visuals, and recruitment strategies.
Who Are The Top 10 Private Security Companies Globally
When we look at global security companies, the scope and volume of work these companies undertake are immense. these companies and figures will give you some kind of idea of the size of the security industry:
G4S (Allied Universal) g4s.com
A global leader in security services, estimated revenue ~$20B
Securitas AB: securitas.com
Sweden-based multinational security provider, estimated revenue ~$12B
Allied Universal: aus.com
A U.S.-based firm offering security and facilities services, estimated revenue ~$18B
Prosegur: prosegur.com
Spanish multinational with global operations, estimated revenue ~$4.5B
ADT Security Services: adt.com
U.S. leader in residential and business security, estimated revenue ~$6B
DynCorp International: dyn-intl.com
Defense and government security services, estimated revenue ~$2.1B
GardaWorld: gardaworld.com
A Canadian-based firm with a presence in over 45 countries, estimated revenue ~$4B
Brinks Company: brinks.com
Known for armored transport and secure logistics, estimated revenue ~$4.3B
ICTS Europe: icts-europe.com
Focused on aviation, transport, and infrastructure security, estimated revenue ~$700M
Control Risks: controlrisks.com
Specialized in risk management and corporate security, estimated revenue ~$450M
FAQs
What is employer branding in private security?
Your employer brand is how your security company builds its reputation as a workplace for top security talent.
Why does internal culture matter?
A positive internal culture boosts retention and enhances client satisfaction; it's a win-win.
How can we attract military veterans?
Offer structured roles, training, and growth that align with their backgrounds.
Should we use videos in our recruitment process?
Yes, tools like Vouch help share authentic stories that resonate with job seekers.
What kind of EVP works best in private security?
One that focuses on mission, growth, and professional respect.
How do we measure branding success?
Use metrics like application volume, retention rates, and employee feedback.
Can employer branding help win clients, too?
Absolutely, strong teams build trust with individual clients and corporate partners.
Summary
Building a strong employer brand in the private security industry is more than a recruitment tactic; it's a business strategy. It helps you attract the right security professionals, reduce turnover, and earn trust from clients and partners alike.
Whether you're running Post Security in San Francisco or managing Executive Protection in Santa Monica, you need to tell your story clearly and honestly.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and many others, tools like Vouch make leveraging employer branding strategies remarkably easy for your business.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
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