RATP Dev USA Veteran Recruiting Campaign

Target Audience: The target audience for this project includes military veterans and their families, as well as organizations and employers dedicated to supporting veterans' transitions into civilian careers. Military Makeover: Operation Career, airing on Lifetime and the American Forces Network, reaches a global audience of military and veteran communities. Beyond television, the initiative extended its impact through internal communications and social media, amplifying the message to employees and stakeholders while showcasing the company's commitment to veteran hiring and support. Our goal was to demonstrate how public transit offers transitioning veterans a stable, fulfilling career path where they can leverage their leadership, teamwork, and problem-solving skills.

Strategy Objective:The objective of this entry was to not only demonstrate RATP Dev USA's commitment to veterans but also to promote the public transit industry as a career path for transitioning service members. Additionally, the initiative aimed to create opportunities for our recruiters at job fairs by raising awareness about available roles within public transit. The project was amplified through social media to reach a broader audience, helping attract talented veterans to fill critical staffing gaps, especially in light of the ongoing workforce shortages in the transit industry

Situation Challenge: The public transit industry has faced significant staffing shortages, especially post-pandemic, with a critical need for operators and frontline workers. Simultaneously, many veterans struggle to find civilian roles that align with their skills. This initiative aimed to address both challenges by showcasing how public transit offers veterans stable, rewarding careers while helping transit agencies operated by RTP Dev USA fill essential positions, ensuring reliable service for communities.

Results Impact: This initiative led to significant results, including increased veteran applicants and heightened awareness of public transit as a viable career path for transitioning service members. The campaign reached a broad audience through the TV program, social media, and internal communications. RATP Dev USA's recruiters participated in numerous job fairs, where the initiative helped open doors for direct engagement with veteran candidates. As a result, the company saw a marked increase in veteran applicants for key roles, addressing the ongoing staffing shortages in the transit industry while supporting the veteran community.

Why Submit: This entry was submitted to showcase RATP Dev USA's innovative approach to veteran recruitment and highlight public transit as a fulfilling career path for transitioning service members. The initiative not only addressed the critical staffing shortages in the transit industry but also demonstrated the company's commitment to diversity and inclusion by opening doors for veterans to apply their skills in a new context. Through TV broadcasts, social media outreach, and participation in job fairs, the campaign successfully raised awareness, leading to a significant increase in veteran applicants. It should win an AdWheel Award for its creative and impactful solution to workforce challenges, as well as its dedication to supporting veterans and enhancing the public transit workforce.