AC Transit Recruitment Spot

Target Audience: Job Seekers throughout San Francisco Bay Area (including Alameda and Contra Costa Counties), San Jose and Sacramento California

Strategy Objective:- Implement a feel good narrative that differentiates AC Transit from other potential employers in the Bay Area. - Introduce the available job market to real bus operators and mechanics so that prospective employees will become motivated to apply to work at AC Transit. - Highlight the excellent benefits, paid training and $1,500 Hiring Bonus offered - Produce a paid commercial for initial airing on ABC7 during the Job Hunting with Jobina Hurson Special Segment featured on Midday Live. - Stream the video on ABC7.com - Post the video on AC Transit's YouTube Channel and amplify post on Facebook, Instagram and LinkedIn.

Situation Challenge: AC Transit is faced with recruitment challenges due to many factors. In general, one of the greatest challenges is the strong, alluring competition from other employers who are also experiencing epic staffing shortages fueled by a local and national labor pool scarcity. The reduced workforce available is a combined effect of the following causes: (1) record-setting declines in unemployment rates (Bay Area at 2.6% as of July 2022) (2) an aging population choosing to enter retirement, known as the "Silver Tsunami" (3) a growing segment of the labor pool who are at risk to the Great Resignation due to ? COVID-19 related impact (i.e., vaccination requirements, FMLA, workers compensation, etc.) ? Emotional and psychological wellness concerns ? Aspirational career and lifestyle goals

Results Impact: - Generated approximately 700K impressions and 33K interactions on AC Transit's Facebook, Instagram and LinkedIn Channels - Received 1,336 views on AC Transit's YouTube Channel - Aired a total of 148 commercial spots\s on KGO-TV receiving 3,776 million impressions - Garnered 333K impressions on abc7news.com - Received on 5K clicks to actransit.org/careers webpage and over 200 applications for Bus Operator within 30 days of airing video

Why Submit: As transit agencies across the nation face an employment crisis, trying new out of the box ideas that compete with major employers like Amazon are necessary. This strategy to partner with ABC7 to produce a spot the looked like a news clip really generated buzz and resulted in hundreds of new leads for AC Transit. This spot was recently run again on another ABC7 program, Localish, and we awaiting the results.