Immigration and Customs Enforcement (ICE) is urgently looking for a company to help it “dominate” digital media channels with advertisements in an attempt to recruit 14,050 more personnel, according to U.S. government contracting records reviewed by 404 Media. The move, which ICE wants to touch everything from social media ads to those played on popular streaming services like Hulu and HBO Max, is especially targeted towards Gen Z, according to the documents.
The push for recruitment advertising is the latest sign that ICE is trying to aggressively expand after receiving a new budget allocation of tens of billions of dollars, and comes alongside the agency building a nationwide network of migrant tent camps. If the recruitment drive is successful, it would nearly double ICE’s number of personnel.
“ICE has an immediate need to begin recruitment efforts and requires specialized commercial advertising experience, established infrastructure, and qualified personnel to activate without delay,” the request for information (RFI) posted online reads. An RFI is often the first step in the government purchasing technology or services, in which it asks relevant companies to submit details on what they can offer the agency and for how much. The RFI adds “This effort ties to a broader national launch and awareness saturation initiative aimed at dominating both digital and traditional media channels with urgent, compelling recruitment messages.”