Utah Transit Authority | Complete Creative
Hiring Candidates for Transit
Goals & Results
As a multimodal public transportation agency, Utah Transit Authority (UTA) was in immediate need of 200 bus operator hires and a candidate pipeline that ensured continued services for their communities. UTA serves a population of 1.8 million in six counties and 80+ cities and has fleets of buses, paratransit vehicles, vanpools, light rail vehicles, commuter rail cars, and locomotives. Goals needed to be achieved within an inflexible budget.
By creating a career site and employer value proposition (EVP) campaign that showed diverse employees in the driver’s seat of their career story, UTA was able to hire 300 bus operators within 18 months.
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Project Includes
- Ownable employer brand guidelines, showing bus operators as the face of UTA
- A candidate-centric career site consistent with the new employer brand identity
- Targeted email blasts & texts to support hiring events
- Branded digital display ads and candidate remarketing campaigns
Email Blasts
Email blasts lead with the faces of real UTA bus operators, reinforcing their refreshed brand identity. Engaging, peer-to-peer language in the emails encourage candidates to consider the impact they can make in a public transportation career. The emails also clearly provide the financial information they care about. The “Apply Now” call-to-action leads to a job-specific landing page with a streamlined application flow. This solution was especially impactful in driving registrants for UTA’s hiring events.
Out-of-Home Advertising
Billboards and other out of home advertising extended UTA’s employer brand reach to top-of-funnel candidates where they live and work.
Digital Ads
Brand-consistent, general and job-specific digital ads lead to customized landing pages designed to drive applications for UTA open jobs. Digital ads also leverage Google remarketing campaigns to target candidates who had previously engaged with UTA’s career site and ads.
The Impact
Creative assets employed through multiple channels were effective in reaching job seekers early in their search, supporting targeted hiring campaigns, and ultimately helping UTA exceed their goals.*
*as of October 2024
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