MARYLAND TRANSIT ADMINISTRATION WORKFORCE RECRUITMENT CAMPAIGN

Target Audience: This campaign was created to show the benefits of working for MTA and attract experienced bus operators or those considering a career as a bus operator. Candidates for mechanic positions require experience and the campaign was designed to show the attractiveness of working for MTA compared to other employers. Virtually all candidates consider the decision to join MTA as a bus operator or mechanic because they are drawn to the competitive compensation, comprehensive benefits and a pension, in addition to a family-friendly atmosphere

Strategy Objective:Decent pay, generous benefits, security and a pension are typically at the top of the list when it comes to the reasons people sign up to be bus operators and mechanics with MTA. So we went out and asked our current employees to tell us on camera the benefits of working MTA. The edited result tells a convincing story online, face to face. Our operators and mechanics are convincing "sales people" for MDOT MTA, and put a welcoming human face to our workforce development efforts. Their unscripted comments validated the legitimacy of being an operator/mechanic and that of MTA for being a good place to work.

Situation Challenge: Transit agencies across the US have been faced with significant labor shortages since 2020 due to the COVID-19 pandemic, challenging operating environments and a dramatic increase in the rate of retirements. While other agencies have the flexibility to offer hiring bonuses, MTA, is required to follow Maryland state hiring practices which can hinder flexibility in offering attractive hiring incentives. To reduce the staffing gap, MTA is increasing outreach efforts to hire operators which include increased job fairs, advertising, social media, doubling training classes offered, and closely monitoring and mitigating absenteeism and other factors that result in a reduced workforce. Our efforts to reach full staffing levels is an ongoing process.

Results Impact: This campaign was launched in October 2022 and received multiple positive engagements on social and at recruitment events. While applications have increased in volume, the evidence that the campaign has been responsible for that rise is difficult to quantify, as it is one of many elements that comprise the entire recruitment campaign.

Why Submit: When completed with style, even "shoestring" creative efforts can rise above the clutter to reach their intended target audience. The MDOT MTA Workforce Recruitment Campaign deserves an AdWheel Award for its combination of quick pacing, breakthrough music and bold, punchy messaging in combination with the sincerity and enthusiasm of its interviewees. MTA has limited production budgets – for all purposes – zero budget and this video was shot by in-house staff at our facilities. Even with limited resources, we were able to create an effective video demonstrating that it's often best to hear directly from employees who like their jobs when you're looking to recruit other employees.