King County Metro – Operator Recruitment Campaign
I Have Drive.
Working toward the goal of recruiting highly motivated and qualified applicants, DH performed primary research with Seattle-area job seekers and asked them what they were looking for in a job: full-time/part-time, type of positions, what they valued in an employer, and more. For campaign inspiration, we also asked them what type of employee they wanted to be. The responses informed our approach. Motivated, responsible, dependable, passionate, confident—these were just some of the attributes that rose to the top of the list and helped us shape a target persona around an individual who is, simply put, driven. Around these attributes and with a driven persona in-mind, we developed the campaign concept with KCM: “I Have Drive.” The goal was to showcase real operators, highlighting how their jobs at KCM fit into their lives and support their individual goals as people. We wanted these drivers to be as relatable as possible to the applicant pool.
Great pay. Solid benefits. Paid Training.
In our pre-shoot calls with operators, we unearthed their motivating factors. We learned what elements of the job were most attractive and how we could best recruit. This became our campaign messaging. Each of the 11 videos has a unique storyline – one operator talks about the flexibility of part-time work, another talks about the confidence you gain and the great training you receive for how to drive the bus, and another talks about the career advancement opportunities at Metro.
The Media Strategy.
Our media buy strategy, while seemingly a “simple” combination of Facebook/Instagram and programmatic ads, was fairly complex. We worked with KCM to identify six different demographics they want to grow. Using Census data, we set a maximum household income level and cross-referenced zip codes with King County social justice and equality data to create unique targeting for each of our six different audiences. This was a highly detailed strategy aimed at delivering results for KCM.
In the end, DH delivered an impressive suite of materials. KCM now has a print ad, rack card, poster, newly updated landing page, 11 different videos, social media graphics and copy for Facebook/Instagram/Twitter and additional b-roll and photos for long-term use.
“That’s my bus driver!”
The organic reach and engagement of these ads was so effective in immediately returning a strong applicant pool that KCM requested we halt the campaign two-thirds of the way through the buy due to the ads being “wildly successful” in generating potential hires. Positive engagement with the ads over social media was consistent throughout the campaign, with several people tagging friends encouraging them to apply. Some of our favorite comments include “That’s my bus driver!,” or “That’s my man Tyrone!” or “God bless you Alem.” Many of the drivers were mentioned in hundreds of comments. Kudos to the King County Metro operators who chose to be a part of this project. Their willingness to share their experiences made this campaign a success!