Holding on to Our VTA Employees

Target Audience: While this was a public social media effort, the audience we really wanted to reach was our employees, especially frontline employees like mechanics and bus and light rail operators, along with potential new hires. In an industry grappling with shortages among these particular job categories, we wanted to ensure our frontline employees know they're valued for their work and critical to the riding public. We also endeavored to have some fun with the posts so our riding public could appreciate the dedication and efforts of our frontline workers.

Strategy Objective:After two long years of tough going through the pandemic, we wanted to support our workforce in an upbeat, lighthearted way to boost morale. Who doesn't appreciate a professional "chauffer" providing a smooth ride to grab a giant serving of McDonald's French fries on "Free Fry-day," or make your way to a bottomless Slurpee, two hands free to gulp it down on the way home? Showing off a long line of proud mechanics by a bus they maintained over the life of a million miles was a celebration. And the pride and excitement our newest drivers feel when they finish a grueling 9-week training course, and "graduate" to a full-fledged operator – for all the world to see on Instagram and Facebook: priceless!

Situation Challenge: With the onset of COVID 19, the transit industry saw an even more pronounced shortage of frontline workers, either moving to other jobs within the industry, or leaving transit altogether. As the epidemic waned, we accelerated efforts to fill driver and mechanic shortages, multiplying the number of training programs and pulling out the stops on recruitment efforts. When we approached a nearly complete roster for drivers, we knew there was more work to do to ensure those employees stayed on board. We wanted to highlight the diversity of our team to the community, while also building trust internally with all unions and office locations. And when fate collided with French fries and Slurpees, we couldn't resist.

Results Impact: While this series of social media posts was one part of a larger strategy to maintain a full workforce, it proved to be a significant boost in terms of the reach and reaction from employees and riders alike. We have seen a 104 % increase in retention for 2022-2023 versus a -5% loss in 2021-2022. Instagram and Facebook views reached over 10,000 people, with appreciation and re-posts by the local drivers' union on their platforms. Through 7 different graduations posted we had 48,800 social media impressions. Our LinkedIn engagement grew by 23% and shares of our staff posts were up by 166%! These results do not beat the morale boost and priceless internal celebrations by our team when they have the spotlight on social media proving that our tactics bring joy and increase retention.

Why Submit: Driving a public transit vehicle is a critical, but sometimes a thankless job. Many VTA drivers stay in these jobs for 20, 30 or even 40 years enduring the gamut of experiences both positive and negative. A true test of dedication deserves appreciation, approval, celebration, and admiration. We tried to provide a measure of all those things, encouraging riders to join us in highlighting the good work of our frontline employees. This strategy softens the public's view on our Operators and helps build trust and lasting connections with our internal and external audiences using wit, creativity, and lots of smiles along the way.