Career Path Recruiting Campaign Increases Applications by 25%

Target Audience: Job seekers in San Bernardino County, California

Strategy Objective:In order to stand out from competitive frontline opportunities such as Amazon warehouse positions and other similar industries, Omnitrans knew it had to do more than just focus on the fact that the agency was simply hiring and offering a bonus. Its strategy was to promote the idea that working at Omnitrans is more than just a job, it is a career that will help team members reach their goals, from saving up for a house to using the tuition reimbursement benefit to further their education and career. The agency used real employees and their testimonials about how their employment and the benefits available at Omnitrans made fulfilling their goals possible.

Situation Challenge: Across the nation, transit agencies everywhere are being impacted by low recruiting numbers for bus operators and mechanics. Omnitrans has been experiencing the same challenges, impacting the delivery of service across the San Bernardino County region. New service and increased frequency planned for the system this fiscal year could not be implemented due to workforce shortages. Something had to be done to increase efforts to attract potential candidates so that Omnitrans could deliver the service its community needs and build back ridership.

Results Impact: Omnitrans received a 25% increase in applications during the campaign, demonstrating that the strategy, targeting and creative for this innovative approach for a recruiting campaign was extremely successful. The campaign metrics also show that this campaign reached over 180,000 unique relevant people and generated over 16,000 link clicks.

Why Submit: The Career Path campaign not only showcased the heartfelt stories of employees who were able to achieve their goals thanks to Omnitrans, but the 25% increase in applications during the campaign create a case study for all transit agencies that exemplifies how rethinking recruitment strategies can deliver proven results.