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As the federal workforce braces for potential mass layoffs, one agency is actively seeking new talent: the U.S. Secret Service (USSS).
On Monday, the USSS launched an advertising campaign aimed at recruiting more personnel, motivated in part by the attempted assassination of Donald Trump in July. The campaign’s message initiates a call for everyday heroes to join the ranks of the agency.
“Not all heroes wear capes. Some wear a shield,” says Homeland Security Secretary Kristi Noem in the campaign’s voiceover, as agents are depicted in their signature attire of suits and sunglasses. “They don’t seek the spotlight. You will find them hidden under the shade.”
In a poignant addition to the ad, D.J. Daniel, a 13-year-old who is a survivor of brain cancer and has aspired to be a police officer, appears receiving a USSS badge during Trump’s address to Congress in March. This moment underscores the agency’s commitment to community engagement and inspiration.
Secretary Noem has recently taken on a highly visible role as the head of the Department of Homeland Security (DHS). Shortly after her appointment, she participated in an Immigration and Customs Enforcement operation in New York City. More recently, she made headlines with a video aimed at discouraging migration to the U.S., filmed in an El Salvador prison where she spoke with inmates visible in the background.
This latest recruitment effort follows an earlier campaign aired during the Super Bowl, which claimed that “protectors are born, they’re not made.” That ad notably featured President Trump, focusing on Sean Curran, his lead agent and the newly appointed USSS director.
Both advertisements direct potential applicants to a dedicated recruitment webpage, which lists available positions and associated recruitment bonuses prominently at the top.
In the wake of the assassination attempt on Trump, Matthew Noyes, a senior official at the USSS, commented at the Aspen Security Forum that the agency has been operating under considerable pressure due to financial restrictions that have constrained hiring practices for years.
An independent panel created by DHS to evaluate the handling of the assassination attempt concluded that workforce shortages were not the primary factor in the incident’s outcomes. Instead, they cited issues related to operational strategies, leadership deficiencies, and long-standing structural challenges within the agency, suggesting that an increase in personnel alone would not necessarily address the security vulnerabilities that nearly led to a tragedy.
The employee engagement and satisfaction level at USSS, tracked by the Partnership for Public Service through its Best Places to Work in the Federal Government rankings, has languished in the lower quartile since 2013. Nevertheless, in 2024, the agency recorded a score of 66.2, marking its highest level of employee satisfaction in over a decade.
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