Across the United States and Canada, the media highlights a significant decline in individuals volunteering for firefighter and emergency medical services positions. Fire Chiefs and Administrators assert they have exhausted all options, yet the question arises: have they truly? Current recruitment strategies demand a modern, strategic approach, integrating cutting-edge tools and leadership innovation to effectively attract candidates. The landscape of the fire service has evolved remarkably over the past decade, with time emerging as a critical currency. We invite you to explore insightful data and creative recruitment and retention strategies. Chief Jerry Streich, known for his effective county and statewide programs, will present his achievements and innovative methods for recruiting and retaining public safety personnel. This discussion prompts us to consider whether the issue lies in recruitment itself or in the marketing strategies employed. Join us to delve deeper into this pressing issue.