2022 MCTS Recruitment Campaign

Target Audience: The target audience for the MCTS Recruitment campaign is males and females, aged 21+ living in and around Milwaukee County who are seeking a career that offers long term benefits, growth and stability.

Strategy Objective:The objective of this Recruitment campaign was to extend the campaign beyond just operator positions and demonstrate career path opportunities using real employees who have grown their careers with MCTS. This campaign utilized career-based messages and creative to communicate that a career with MCTS offers many benefits and may be for you if you are a team player committed to providing excellent customer service in your community.

Situation Challenge: MCTS has always offered excellent benefits to its employees, however, many people may not think of an operator, mechanic, or any of the other open positions MCTS has to offer as a career path they could thrive in. The challenge of recruitment in a transit system is the stigma that surrounds it – unruly passengers, long abnormal hours, and many people may not believe they are qualified. This campaign aims to highlight the many benefits and growth that a career with MCTS can provide to anyone seeking it through showing real life examples of operators, mechanics and more who have built a career throughout the years that resonate with community members who find these people to be relatable.

Results Impact: While this campaign was designed to generate awareness, we saw a 147% increase in traffic YOY to our careers page. In addition, 36% of all candidates applied because they saw our campaign. Of those we hired, 30% said they saw our recruitment campaign. We also saw good results with our paid social tactic: - Facebook: Impressions = 2,915,482 / Clicks = 28,152 - Facebook Boosts: Impressions = 1,169,500 / Clicks = 11,572

Why Submit: With hiring and recruitment being a challenge for transit agencies across the country, we wanted to use our best tools to encourage applicants to consider us – our employees! This strategic and targeted recruitment campaign was intended to generate interest and create optimism in people in the community around working for MCTS. By using real employees and sharing the success they have found within MCTS, we can authentically show that working for MCTS is more than just a job, it is a career that can help provide for a future.