Operator Recruitment

Target Audience: Men and women ages 18+, lived in San Joaquin County, Class A and B CDL holders, truck driving schools and students, military veterans.

Strategy Objective:Increase applicants for the bus operator position.

Situation Challenge: RTD was actively seeking new bus drivers to help support the increased service level frequency.

Results Impact: Billboards strategically placed in areas with a high concentration of truck drivers or logistic companies. Worked with trucking school to help increase their placement rate and get more CDL holders interested in the open positions at RTD. Exponentially increased number of applications and hires for bus driver positions at RTD to a point where additional classes had to be added to accommodate the large class size. Improved diversity among bus drivers, with more women and minority candidates applying and being hired. Positive public perception of RTD as an employer and provider of reliable transportation services.

Why Submit: This entry was submitted because it successfully addressed a critical need for recruiting new bus drivers to support increased service levels. By implementing a multi-faceted strategy, including targeted print media advertisements, partnerships with trucking schools, and social media promotion, this entry resulted in tangible benefits such as increased diversity among hires and improved retention rates. This should win because it effectively uses various channels to reach the target audience and achieved a large pool of applicants.