Trump Expands ICE Staffing: How Agents Are Recruited for Deportations.

According to Vox: The U.S. Immigration and Customs Enforcement (ICE) is seeking new employees and actively promotes its recruitment through social media and local news, especially in so-called 'sanctuary cities.' In its advertisements, the organization highlights signing bonuses (up to $50,000 paid over three years) and student loan repayment programs (up to $60,000). ICE aims to entice those seeking new opportunities.

However, ICE is not the only agency in need of new staff. Police, correctional facilities, and the military are also facing this challenge. Currently, however, ICE appears to be the most controversial and least popular among all these agencies.

ICE Advertising Campaigns

Military advertisements promise to unleash your hidden potential and turn you into a hero. You join the army not only for the country, but also for personal growth, affirming the American dream. The army's famous phrase: 'Be all you can be' reflects this idea.

However, ICE's advertisements have a different focus. They call for the restoration of America's former greatness. The promotional materials are often styled retro — they use a color scheme from the 1940s, depicting cartoonish men with square jaws and women with stern brows.

“AMERICA CALLS. JOIN @ICEgov NOW.”

This vintage aesthetic evokes nostalgic feelings, offering to 'restore the America your forefathers built.' Many ads hint that America was strong and great in the past, particularly during your childhood when life seemed simpler.

The Situation in America: Threat and Responsibility

Why has America lost its way? Notably, ICE's advertising campaign poses questions about your role in these changes. You become a hero, but unlike the army, here the focus is on protecting America, which has found itself in danger. Therefore, ICE's slogan is: 'Protect your homeland.'

“Which way, American man?”

In one ICE advertisement, the call to reclaim 'national identity' is accompanied by an image of an Apache helicopter flying over a NASCAR track. This triggers childhood memories of the 1990s, hinting that joining ICE will restore the good old days.

The Masculine Face of ICE

Advertisements portray ICE agents as embodiments of masculine strength and competence. Women in these promotional materials serve as those who need protection. In one video, an agent smiles as he denies 'communists, terrorists, and globalists' entry into America. America is often depicted as a helpless woman in need of protection.

“Communist? DENIED. “Terrorist?” DENIED. “Globalist?” DENIED.

Despite ICE's efforts to position itself as a home for brave men, statistics tell a different story. As of 2017, about 20 percent of agents were Hispanic or Latino, and in 2018, women made up 45 percent of the ICE workforce.

While ICE's activities have their dark sides, including violence during interactions with immigrants, it's important to note that among the 'benefits' of the job, they also highlight the opportunity to 'pay for the grievances you received.' ICE's advertising campaign, with a clear defensive stance, shifts the emphasis to a joking tone, impeding the perception of their promises seriously, as one can discern elements of trolling typical of the right wing in their messages.