TriMet bus drivers are more than, well, bus drivers. They’re ambassadors. Helpers. People who connect riders to work, play, services and one another. TriMet, the Portland metro area’s transportation agency, just needed more of them—to the tune of over 20 additional per month.
To help the public transportation provider bring more bus drivers on board, we created a recruitment campaign that tackled the heart of the bus driver shortage: a stigma associated with the profession. Contrary to a commonly-held perception, bus drivers are in control of their careers and their own success —especially when they drive for TriMet.
We communicated the myriad rewards of this career path (great benefits, paid training, advancement opportunity, flexibility and the chance to make a difference in the community, to name a few), appealing to prospects who are people-oriented, independent and delight in providing exceptional customer service. The work—which was featured in print, posters, transit, digital, social, broadcast and at hiring fairs—showcased the position as a way to really go places, and inspired those who’d never thought of themselves as bus drivers to apply.
Eighteen months later, the campaign is still running—and still putting bus drivers on the path to rewarding careers with TriMet. We were thrilled with the results and the chance to partner with one of the nation’s most respected public transportation systems on such an important recruitment campaign.