Recently, Blacksburg Transit had a problem with attracting enough applicants for bus operator positions. In order to address this problem, they raised hourly wages and created a social media advertising campaign designed to attract more applications for each open position. The campaign went out over Facebook, Twitter, and Google AdWords, with the Facebook campaign being especially successful. These campaigns were divided into messaging aimed at students and potential employees under 25, potential employees between 25 and 55 looking for a second job, and retirees and near-retirees over 55 who may want to work part time at a less demanding job. Each of these groups was targeted with multiple pieces of creative, with Facebook’s ad data used to make sure that people received the ads targeted to them. After the initial success of this campaign, the advertisements were expanded to print and poster ads as well. The advertisements took a long time to develop, but were eventually clearly successful and the number of applications dramatically increased from roughly 200 per year to 200 every 2-3 months.
Ms. Fiona Rhodes, Communications & Customer Support Specialist