Virtual Ride-Alongs for Volunteer Firefighter Recruitment: How Facebook, Instagram, and TikTok Can Grow Your Roster

October 14, 2025

By Walter Campbell

Ever wish you could bottle up the adrenaline, teamwork, and pure excitement of a fire call and hand it to someone thinking about joining? Good news: you can. Well, not literally (imagine the liability paperwork and OSHA forms). A virtual ride-along is the next best thing. This social media tool lets viewers experience the action, the camaraderie, and yes, the coffee-fueled chaos of volunteer life, all from their phone.

Why Virtual Ride-Alongs Work for Volunteer Firefighter Recruitment

People are naturally curious about what happens behind the station doors. They hear the sirens, see the lights, and wonder what goes on after the truck disappears down the road. Virtual ride-alongs answer that curiosity. They give potential members a first-person perspective of firehouse life, from hearing the tones drop to rolling hose back on the engine.

For many people, joining the fire service feels intimidating. They picture Hollywood-level action or assume they need to be in peak physical shape before they even apply. A virtual ride-along shows them the reality: that your members are neighbors, parents, students, retirees, and people just like them. When viewers see someone who looks like them donning gear, laughing with the crew, or taking a training drill seriously, they start thinking, “Maybe I could do this too.”

Virtual ride-alongs are also a great equalizer. Instead of asking people to show up to the station for an open house, you bring the experience to them. That matters for younger audiences and busy parents who are already glued to their phones. Think of it like a reality show where the audience can interact live, ask questions, and get to know your department’s culture before they ever walk in the door.

Best Platforms for Fire Department Virtual Ride-Alongs

Facebook Reels and Videos, Instagram Live, and TikTok are your new recruitment partners. Each platform has its own strengths and audience, which means you can tailor content to reach a variety of potential recruits.

  • Facebook Reels and Videos: This is still the go-to platform for parents, community leaders, and people who want to stay plugged into what is happening locally. Posting your ride-alongs here means they will be shared in neighborhood groups and seen by the people who often encourage others to volunteer.
  • Instagram Live: Perfect for interactive sessions. Think station tours, live Q&A nights, or ride-alongs during training. Instagram’s live chat lets you answer questions in real time, making it a great way to connect with people who are already following your department.
  • TikTok: This is where you can get creative and playful. TikTok rewards short, entertaining clips that hook viewers in the first few seconds. Use trending sounds or clever text overlays to make your content stand out. A good TikTok video might be the first time a teenager or college student even considers that volunteering is an option.

The goal is to meet people where they are, on the platform they use most. A three-minute live tour might perform well on Instagram or Facebook, but TikTok will thrive with a 20-second “day in the life” clip. Repurpose your content to maximize reach – one recorded live session can be turned into multiple short clips for other platforms.

Social Media Content Ideas for Firefighter Recruitment

Need inspiration? Here are some proven ideas to make your virtual ride-alongs more engaging:

  • The Gear-Up Challenge: Show a firefighter going from zero to turnout gear in under 60 seconds. Time them, add music, and encourage viewers to try it at home with household items.
  • Meet the Crew: Introduce your members with quick Q&A videos. Ask questions like, “What was your first call?” “What is your go-to coffee order?” or “Who makes the best chili on duty night?” This humanizes your department.
  • Call Prep POV: Capture crews checking equipment or getting the engine ready. Even washing the truck can look heroic with the right camera angle and soundtrack.
  • Training Highlights: Share ladder drills, live fire evolutions, or EMS scenarios with permission and safety in mind. Explain what you are doing so viewers learn while they watch.
  • Station Life: Show the downtime too. Post clips of dinner night, gear inspections, or the friendly debate over who hid the good coffee. This lets people see that the firehouse is a second family, not just a workplace.
  • Myth-Busting Moments: Create short videos debunking common misconceptions about volunteering, such as “You have to be a firefighter to join” or “Training takes years.”
  • Community Spotlight: Feature local events, fire prevention education, or charity drives to show that your department does more than respond to calls.

Tips for Safe and Engaging Virtual Ride-Alongs

When you are inviting the public into your world, there are a few things to keep in mind.

  • Keep It Real: People are not looking for a Hollywood production. Let the camera shake a little and let personalities shine. Authenticity builds trust.
  • Stay Professional: Never share patient information, home addresses, or anything that could compromise safety or privacy. Blur identifying details if needed.
  • Be Respectful: If you are responding to someone’s worst day, videos of firefighters laughing or goofing off at the scene is not a good look for your department.
  • Promote Ahead of Time: Post teasers and countdowns to let your audience know when you are going live. Build excitement the same way you would for a special event.
  • Engage Viewers: Have someone monitoring comments to answer questions in real time. This turns a passive viewer into an active participant.
  • Save and Reuse Content: After the live session ends, save the video and upload highlights to other platforms. This multiplies your reach without extra work.

Building a Recruitment Funnel with Virtual Ride-Alongs

A virtual ride-along should not be the end of the story. Use it as the first step in a recruitment funnel. During the live stream, share the link to your application page or invite viewers to sign up for a station tour. Afterward, follow up with short posts thanking viewers for joining and sharing next steps, like when your next open house or orientation session is happening.

The goal is to make it easy for someone to go from curious to committed. If they watch your ride-along, they should know exactly where to click next to take action.

Turning Viewers Into Recruits

Virtual ride-alongs create a connection that no flyer or banner can match. They turn “someday I might volunteer” into “where is the application link?” These experiences meet potential members where they already spend time, on Facebook, Instagram, and TikTok, and make your department feel approachable and exciting.

Your community is already scrolling. Give them a reason to stop, watch, and imagine themselves on the crew. Grab your phone, grab a crew member who does not mind being on camera, and hit “Go Live.” Your next recruit might be watching right now – and the best part is, you just showed them what it would feel like to join.

Walter A. Campbell is a highly skilled recruitment and retention strategist at First Arriving, known for his innovative ideas, strategies, and solutions that help organizations attract top candidates. With over 20 years of experience as a U.S. Air Force recruiter, Campbell profoundly understands what it takes to build a successful team. Based in Frederick, MD, he has earned certification as a thought leader and is also recognized as a morale and humor enhancement professional, bringing an upbeat approach to his work.