Fire Chiefs Launched Recruitment Initiative for Gen Z

The IAFC is targeting Gen Z volunteers to help departments reverse a decade-long membership decline.

Updated on Oct. 5, 2026 in Military Jobs

Bold flat-color editorial illustration of heavy-duty firefighter boots and a coiled hose, evoking the institutional mission of fire service recruitment. — The International Association of Fire Chiefs has launched the A Hustle Worth Having initiative to attract Gen Z volunteers to the fire service. AI Illustration. Upload story photo >

Live Poll

Would you consider volunteering for a local community service to find a greater sense of purpose?

In April 2026, the International Association of Fire Chiefs launched the A Hustle Worth Having initiative to help departments recruit Gen Z volunteers. The program provides marketing materials to help agencies bridge digital communication gaps.

Why it matters

The volunteer fire service has lost nearly 25% of its members since 2008, forcing many departments to rethink how they reach younger generations. By aligning recruitment with Gen Z interest in purpose-driven work, departments aim to stabilize their staffing levels.

The U.S. volunteer fire service has lost nearly one-quarter of its members since 2008, even as 60% of U.S. fire and EMS departments rely on volunteers. In Laramie County, the campaign helped drive 60 applications this year, a threefold increase from the typical 20.

The players

International Association of Fire Chiefs

A global organization that provides leadership and resources to fire and emergency services professionals.

Laramie County Fire Authority

A regional emergency service provider that recently tested the new recruitment strategy.

The details

The A Hustle Worth Having initiative provides participating departments with social media resources and marketing assets specifically for events like Fire Prevention Week. These tools are designed to translate the mission of fire services into communication styles that appeal to Gen Z, 79% of whom report a preference for purpose-driven employment. By modernizing their outreach, departments hope to capture the 23% of Gen Z members who want to help others but are not currently in such roles.

Volunteer fire service membership began a consistent decline in 2008.
The International Association of Fire Chiefs launched the program in April 2026.
The Laramie County Fire Authority reported 60 volunteer applications during the current year.

Market Landscape

This initiative follows the precedent of utilizing federal SAFER grant funding to address persistent workforce shortages in emergency services. It marks a shift from legacy recruitment methods toward data-driven, demographic-specific marketing strategies.

Operators in volunteer-dependent industries should audit their marketing language to ensure it aligns with the values of younger demographics. Consider whether your recruitment pipeline relies on outdated channels or if it effectively communicates the social impact of the role.

The takeaway

The campaign highlights that attracting new labor often requires translating your core value proposition into the cultural language of the target demographic. Monitor your application conversion rates following any digital marketing shift to determine if your messaging is resonating with new recruits.