Lane Transit District Employee Recruitment Video

Target Audience: We targeted Veterans looking to apply what they learned in the military to a life-long career in public service.

Strategy Objective:After gathering input from Veterans in LTD leadership, our Marketing and Communications team reevaluated our strategy and crafted stories that would specifically appeal to a Veteran's sense of service. Veterans currently serving in LTD leadership say the draw of serving their community and doing meaningful work contributed to a successful transition from military service to public service. Like Eric Evers, featured in this submission, Veterans at LTD see their career as an extension of service to their country.

Situation Challenge: Lane Transit District faces a significant staff shortage, including an 11% deficit for bus operators. The District always looks for service-oriented, dedicated employees. Military Veterans meet this criteria, in addition to having specific technical and leadership skills gained during their service. Traditional methods like job fairs, online job boards and word of mouth alone weren't meeting the District's recruitment goals.

Results Impact: This video, as part of a comprehensive recruitment campaign, was shared widely through organic and paid social media, streaming and broadcast TV, and an audio version was shared on radio. From Aug.-Sept. 2023, the video resulted in: Facebook ads - 103,367 impressions - 47,352 accounts reached - 438 link clicks - 16,361 post engagements - 63 leads Organic social media - 2,318 accounts reached - 21 comments - 152 reactions Streaming TV - 86,285 impressions - 11,092 accounts reached - 98% viewthrough

Why Submit: This compelling video was skillfully edited and produced to engage its audience and provoke an emotional response. The video contains a direct appeal to Veterans to learn more about what LTD can offer them in the next step of their service-driven career. Veterans can struggle with employment once they leave military service. We want Veterans to know their skills and commitment to service are appreciated and what we're looking for in applicants.