Meet Metro!

Target Audience: The target audience for this entry was job seekers and those who might be interested in changing career fields or transferring their skills to the NFTA.

Strategy Objective:The strategy of this campaign was to share the stories, faces and backgrounds of our diverse workforce, telling the stories of the various paths that led to their success here. Employees frequently praised the benefits, team environment and opportunities for advancement within the NFTA.

Situation Challenge: NFTA-Metro continues to face a serious labor shortage, specifically with operators and mechanics. The shortfall is having an adverse effect on our operations. Similarly to agencies around the country, we are competing with other industries that offer higher salaries, so we need to differentiate ourselves. So, we did. Our focus was on our exceptional work culture and our commitment to our community.

Results Impact: As a result of this recruitment campaign, the NFTA saw a 35% increase in open house/hiring event attendance, 41% increase in new hires, as well as boosts to our public reputation, increased public awareness of NFTA services, and rapid growth of our social media engagement and following.

Why Submit: The NFTA's Metro Bus and Rail services are the reason thousands of people in our community are able to get around Western New York every day, some utilizing it as their only means of transportation. To know that the people helping them get there actually do care about them makes all the difference. This campaign, which dissolves the line between employee and human being, has successfully shown people why the NFTA isn't just a stop in their professional life, it's an engaging ride from start to finish, with nothing but growth and reward for those who choose to take it.