Metro Operator Recruiting Campaign
Target Audience: The target audience for this entry was anyone interested in becoming a Metro transit bus operator. We used a number of tactics to reach a variety of audiences - truly, the only requirement is to be 21 years of age and the ability to pass a drug and alcohol screen. We used traditional media such as radio and TV but also used targeted direct mail, geo-targeted digital advertising, transit ads, even guerilla tactics such as banners outside our garages. We advertised in Spanish-language media as well. The goal of the campaign was to drive people to apply.
Strategy Objective:This campaign had three main objectives: - To raise awareness that Metro is hiring bus operators and present the hiring bonus as a key benefit - To inform potential candidates that a job at is a long-term career, with benefits and other enhancements - To increase the volume of potential candidates who apply Our strategy was as follows: - Target media buys to Q1 and Q2 to maximize hiring to meet increased needs of service expansion brought on by Reinventing Metro - Reach a broad audience of candidates through a multi-media approach with a simple, easy-to-understand message - Highlight the hiring bonus in all messaging - Use images of real employees with an emphasis on diversity to attract a wide pool of diverse candidates and show that literally, "Anyone can be a bus operator."
Situation Challenge: We stepped up our operator recruiting for a number of reasons, foremost was the nationwide labor shortage in the transit industry. We also just had a successful levy campaign in which we promised service expansion, so our need for operators was acute. Finally, we were hoping to capitalize on the "Great Resignation" by attracting people who had quite service and hospitality jobs for a full-time job with benefits, better pay, the chance to advance, etc.
Results Impact: The 2021 operator recruiting campaign led to 596 applicants and 96 hires by year-end. More important, our hiring campaign allowed us to keep our promise to our customers who supported the levy. We were able to launch such new services as 24-hour service on seven routes, new Sunday service on two routes, two new crosstown routes and expanded frequency across the system, all during a pandemic and all during the tightest labor market I can ever remember in my many years in transit.
Why Submit: This entry should win an AdWheel Award because it addressed a real need not just for Metro but for the whole transit industry. We all want to increase/win back ridership after the worst of the pandemic, plus Metro has an aggressive service expansion plan, but without operators none of this would work. The need was immediate and critical, and this campaign helped us launch such new services as 24-hour service on seven routes, new Sunday service on two routes, two new crosstown routes and expanded frequency across the system, thereby keeping our promise to the citizens who voted to support our levy. None of this would have been possible without the operators to operate the service.