LA Metro Building a Strong Workforce: Faces of the Workforce

Target Audience: The target audience for this campaign was residents of the greater Los Angeles area to drive consideration of Metro as desirable place to work. ? For this category, our social media content focused on generating broad brand awareness and affinity. we showcased a variety of Metro employees, from frontline employees to executives across the agency, to showcase the diversity of people and expertise who make up the nation's second-largest transit agency. ?

Strategy Objective:Building on the success of our bus operator dance videos, we decided to showcase more of our employees on social media to continue to counter the narrative of Metro as a faceless bureaucracy. ? In an era of social media, consumers are looking for authentic, human-scale connections with brands. To build trust with riders and the public and position Metro as an employer candidates may consider, we are showcasing the myriad roles at the agency by featuring the faces and expertise of Metro employees.? In addition to videos featuring our staff explaining a topic, we also leveraged pop-culture moments, social media trends and even local partnerships ("Librarian vs. Librarian").

Situation Challenge: Government agencies are often portrayed as faceless bureaucratic entities – and this reputation isn't unjustified. In an age when consumers rank brand authenticity, transparency and trust more important than ever, we wanted to change that perception and showcase Metro as a diverse and innovative place to work that puts people first.? Building off the success we recognized that we also needed to reposition Metro as an agency made up of hardworking, intelligent people who are passionate about the work they do for the people of LA County. ?

Results Impact: The 54 posts across Instagram, Facebook, X and TikTok highlighting Metro employees garnered nearly 4.5 million impressions, over 4 million video views and hundreds of thousands of engagements, including many comments showing appreciation for employees or expressing interest in applying for joining the Metro team.? ORGANIC METRICS ACROSS PLATFORMS? 54 published posts ? 4,414,404 Impressions? 4,059,624 Video Views? 8.5% Avg. ER Impressions? 373,516 Engagements? 290,994 reactions? 12,781 comments? 57,748 shares? 7,188 saves?

Why Submit: Who knew that Metro allows its employees to have fun on the job? From the outside, we were told, it looks like a stuffy, strictly regulated governmental job. While the position requires professionalism, those stereotypes don't tell the full story of life at Metro. ? Our social content aims to change that perception – not only to position Metro as a strong employer and highlight the wide range of roles we hire for but also to highlight a personable side of the agency and showcase our most staff members as multifaceted experts in their fields. ? Not only has the campaign played an essential role in attracting talent to Metro (numerous commenters ask about open positions when we feature our employees), it also helps shift the larger narrative around Metro.?