Fire Chiefs Launched Initiative for Gen Z Recruitment

The A Hustle Worth Having program aims to reverse years of declining volunteer participation in fire and EMS services.

Updated on Oct. 5, 2026 in Military Jobs

Fire Chiefs Launched Initiative for Gen Z Recruitment

Live Poll

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

The International Association of Fire Chiefs introduced the A Hustle Worth Having initiative in April 2026 to recruit younger members. The program utilizes targeted marketing to connect with Gen Z volunteers.

Why it matters

The volunteer fire service lost nearly one-quarter of its personnel since 2008, forcing departments to find new ways to reach younger generations. Matching Gen Z's interest in purpose-driven work with fire service needs is central to long-term stability.

More than 60% of U.S. fire and EMS departments rely on volunteers, though the service has lost nearly one-quarter of its members since 2008. Currently, 79% of Gen Z members report wanting jobs that help others, yet only 56% of those employed hold such positions.

The players

International Association of Fire Chiefs

This organization represents the leadership of fire and emergency service departments across the United States.

Laramie County Fire Authority

This agency provides fire protection and emergency medical services to residents of Laramie County, Wyoming.

The details

The program provides participating agencies with marketing materials and social media support to attract volunteers in their 20s. This outreach strategy proved effective for the Laramie County Fire Authority, which tripled its annual application count to 60 this year.

Volunteer fire service membership began a steady decline in 2008.
The IAFC launched the A Hustle Worth Having initiative in April 2026.
Laramie County Fire Authority received 60 volunteer applications during the current year.

Market Landscape

The initiative leverages the SAFER grant to modernize recruitment efforts for emergency services. This move addresses the ongoing competition for labor in a market where public service agencies struggle to attract younger applicants.

Local communities may see increased recruitment activity and outreach during Fire Prevention Week events. Prospective volunteers can expect more digitally-focused opportunities to engage with their local departments.

The takeaway

Departments that successfully bridge the digital communication gap are better positioned to capture the interest of Gen Z workers. Aligning recruitment messaging with a desire for purpose-driven work remains the most effective strategy for non-profit service organizations.