2023 GoBus Hiring Event

Target Audience: Men and women. 18+ age. High-school diploma minimum. A 14-county rural region in Texas: Anderson, Camp, Cherokee, Gregg, Harrison, Henderson, Marion, Panola, Rains, Rusk, Smith, Upshur, Van Zandt, and Wood counties. Background in transportation, CDL preferred.

Strategy Objective:The primary goal of a hiring event was to attract qualified candidates with the skills and experience necessary for the available positions. The event aimed to create awareness about job openings and generate interest among potential candidates. Facilitating face-to-face interactions: Hiring events allow employers and candidates to engage in direct, in-person interactions. These interactions allowed human resources to assess candidates' qualifications, skills, and cultural fit while candidates could learn more about the company and its employment opportunities. Streamlining the recruitment process: Hiring events can help streamline the recruitment process by bringing together a large number of candidates in a single location. This allowed human resources to conduct initial screenings, in

Situation Challenge: The challenge that inspired the hiring event was our region's shortage of GoBus Operators. To address this, GoBus administration, human resources, and marketing hosted the event to attract qualified individuals. Additionally, the campaign took into account the impact of inflation on wages. Inflation caused an increase in the cost of living, including the wages necessary to attract and retain skilled workers. To remain competitive in the job market and ensure the availability of a qualified workforce, it was crucial to raise wages for GoBus operators. The campaign highlighted the benefits and opportunities of working as a GoBus operator, such as job security, competitive wages, and the chance to contribute to the community's transportation needs.

Results Impact: Video ad Reach - 35,048 Link clicks - 839 Graphic ad Reach - 36,136 Link clicks - 748 Media coverage Five articles During the event promotions, 22 applications were submitted, with 24 attending the hiring fair. From the total number of applicants, 22 were chosen to move forward with an interview, and five were selected to proceed with training. Of those five that went through training, each individually complete their 6-month probationary period on December 6, 2023.

Why Submit: In the face of the ongoing recruitment challenges, specifically in the transportation industry, our team aimed to address these hurdles head-on through the organization of a yearly hiring event. GoBus takes pride in the accomplishment of our team members involved in this initiative, hoping that the efficiency and effectiveness of hosting an event to answer questions and provide a live view of becoming a driver allows for higher retention rates. All efforts for the GoBus hiring event were internal, from marketing to event organization and human resources efforts. The budget was $1,000 for marketing, and it was decided to invest in social media rather than print or television costs. The actual cost was $979.98.