WASHINGTON, December 31, 2025 — The Department of Homeland Security is planning a $100 million advertising blitz to bolster recruitment for Immigration and Customs Enforcement (ICE), targeting surprisingly specific demographics with tailored ads.
A New ICE Recruitment Strategy
The agency aims to attract over 200,000 potential applicants through a focused marketing campaign.
- ICE plans to spend $100 million on recruitment advertising.
- Targeted ads will appear near military bases, at NASCAR races, and through online influencers.
- The campaign focuses on individuals interested in military service, gun rights, fitness, and conservative politics.
- More than 220,000 applications have been received in the last five months, with over 18,000 tentative job offers extended.
Forget generic job postings. ICE is getting granular with its recruitment efforts, aiming to reach potential agents where they already spend their time. According to an internal document seen by the Washington Post, the agency will be deploying targeted advertisements to people who frequent locations like military bases, NASCAR events, and gun trade shows.
The plan, reportedly dubbed the “wartime recruitment” strategy, also includes “geofencing” – creating virtual boundaries around real-world locations to trigger ads on web browsers and social media. College campuses are also in the crosshairs. ICE is even exploring partnerships with online influencers, including former agents, veterans, or individuals openly “pro-ICE,” who have established audiences among Gen Z and millennials interested in military or fitness lifestyles.
These influencers would be tasked with hosting live streams, attending events, and creating online content geared toward “niche communities.” The agency has already launched broader ad campaigns on television, radio, web browsers, streaming services, and at sporting events, sometimes specifically targeting disgruntled police officers in cities like Chicago and Seattle.
Department of Homeland Security spokesperson Tricia McLaughlin did not confirm or deny the details of the leaked document, but praised what she described as a “wildly successful ICE recruitment campaign” that is “under budget and ahead of schedule.” McLaughlin stated that ICE has received over 220,000 applications in the last five months, issuing more than 18,000 tentative job offers. She added that over 85 percent of new hires have prior law enforcement experience.
McLaughlin emphasized that all new law enforcement hires meet “the same rigorous standards” as existing officers and complete a virtual Deportation Officer Training Program, along with in-person firearm and tactical training at local field offices. The agency has also been specifically targeting Gen Z and early-career professionals, reaching over 42 million people through social media and streaming services, according to internal documents from August.
The recent document indicates these techniques are becoming increasingly refined as the administration works to fulfill a campaign promise to deport undocumented immigrants and reduce overall immigration to the U.S. The agency has also promoted signing bonuses of $50,000, generous benefits, and student loan forgiveness as recruitment incentives.
