HR Testimonial TV

Target Audience: The primary target audience of the METRO HR Testimonial campaign was individuals 18 years of age or older, who were open to or seeking new employment. Although frontline field positions such as bus and light rail operators, fare inspectors and mechanics are top-of-mind transit roles, we also wanted to highlight some of the less familiar opportunities within the agency such as public outreach and administrative-type positions.

Strategy Objective:The mission was to convince prospective employees to explore our careers webpage at RideMETRO.org/Careers, which contains information about the range of roles, extensive benefits, and opportunities available. The overarching goal was to create interest in METRO as an employer and increase the number of job applicants received. The TV portion of this campaign ran on five local stations campaign ran on six local stations including English (KHOU, KPRC, KRIV and KTRK) and Spanish (Univision and Telemundo) from January to May 2024. The message we wanted to leave with each person who viewed the commercial was simple: "We" (METRO) want to work with YOU. Hence, the campaign slogan, "Let's work together."

Situation Challenge: During the COVID-19 pandemic, METRO managed to avoid employee furloughs, however many voluntarily chose to leave the industry or retire. Overall staffing dropped to all-time lows. As riders gradually returned to transit, rebuilding staff became a top priority. By January 2023, Houston employers, like many in other parts of the country, were experiencing a tight labor market due to low unemployment, demand for high wages and strong job growth. At METRO, this was also exacerbated by an aging workforce opting for retirement. In response, METRO looked for ways to attract new employees, convey the breadth of opportunities, and highlight the benefits. The comprehensive METRO HR Testimonial campaign went well beyond our traditional "METRO Is Hiring" message.

Results Impact: The broadcast results of the HR Testimonial campaign were extremely positive with a January to May 2024 buy yielding 124,000,000 impressions). METRO TV accounted for a huge portion of the 314,000 website views, generating 159,336 active users for a total increase of 2,517%!!! In addition, a total of 35,213 applications were received, nearly a 5% increase from the previous year. Ultimately, staffing within the Authority rose from 4,205 on January 1, 2023, to 4,681 on October 31, 2024 – an 11.5% increase over the five-month broadcast leg of the campaign (January - May 2024). Cost for the broadcast portion of the campaign in our nation's fourth-largest city: $1,125,000.

Why Submit: This campaign significantly impacted the METRO workforce in a relatively short timeframe. The incredible 11.5% increase in staffing reflected the campaign's ability to effectively attract and engage potential employees, contributing to METRO's success in addressing the ongoing challenge of talent acquisition within the transit industry.