Super Duty Jobs

Target Audience: The target audience for this video series included Houston-area residents, including individuals interested in new career opportunities.

Strategy Objective:We wanted to give the public a behind-the-scenes look into what makes a large transit organization run and show the human side of METRO. Our strategy was to make our content unique by employing a storytelling approach. Storytelling is one of the most captivating techniques to convey messages and information; and everyone loves a good story. So, we wanted to tell the stories of METRO employees and why they work at METRO. The videos aided HR recruitment because viewers could see what it is like to work at METRO and were provided a link to review available job opportunities.

Situation Challenge: Transit agencies throughout the country face a shortage of operators, mechanics, and other transit workers. The COVID-19 pandemic only exacerbated the crisis.

Results Impact: The Super Duty video series was one element of broader communications and outreach plans to spread the word about METRO's hiring efforts. That said, METRO's Human Resources workforce metric report for November 2022 showed a steady increase in new hires (see supporting document). We have also attached a PDF for statistical support.

Why Submit: Super Duty viewers see the faces and stories of individuals who work at METRO. This public communication strategy humanizes government and helps build trust and lasting connections with audiences. It's a powerful way to enhance METRO job postings, branding, and recruitment efforts.