When Mr Paul Lim advertised his security firm on buses that plied the major roads of Singapore, he was not just promoting the Soverus brand to potential clients.
The chief executive wanted to instil a sense of pride in his workforce, which has mushroomed to more than 200 from just one employee in 2010.
This is one way that the former senior cop attracts and nurtures quality manpower, which he considers the "biggest challenge" confronting the security industry.
"When my officers and their children saw the bus advertisements, they felt a sense of pride," he says, recalling how an officer received a call from her excited children when they saw "her bus".
The quality of private security officers has come under scrutiny in the years following major terrorist events such as the 9/11 attacks in the United States in 2001.
Many building managers and owners realised the importance of security on their premises, leading to a rising demand for security services.
But the supply of security officers appears to have hit a bottleneck - a situation that leading security agencies here are trying to redress.
By mid-2012, more than 65,000 people were licensed as unarmed security guards, but nearly half of them, or about 30,000, no longer worked in the security industry.
Mr Daniel Marc Chow, director of Evtec Management Services, says: "The job used to be mundane and anyone who could be present for 12 hours would fit the bill.
"Now, officers have to manage many systems…they have to be strict and firm in following standard operating procedures, yet be polite and tactful as well."