The Guerilla team has worked closely with First Group since the Agency was formed in 2000 across all aspects of their bus and rail divisions, including supporting their 2012 Olympics ‘last mile’ engagement, launching new bus and rail products and services and delivering recruitment and attraction campaigns for a variety of roles across the sector.
Amongst many other projects, we deliver targeted digital attraction campaigns to recruit bus drivers, mechanics and conductors.
We started with staff surveys, training questionnaires and recruitment fair research to inform our creative and media approach which enabled us to tailor attraction campaigns to individual job roles and locations.
Our research told us that images need to be of ‘real’ people, smiling and positive faces connect best and prospective candidates need to feel, that’s just like me’ hence we adopted copy lines like ‘people just like you’ and ‘Someone like you is driving this bus’ on specific on vehicle media.
Using digital channels, Out Of Home, bus rears and Adshells as well as social media, we were able to tightly geo-target our messages to support vacancies at specific depots adopting a drive time radius to all campaigns.
We also created bespoke landing pages, by depot and occasionally by job role. This enhanced our ability to measure the effectiveness of specific Ads down to individual creative execution level. Social media provides us with the most accurate targeting and measurement, a recent campaign delivered over 3 million impressions, an optimised CTR of 1.4 and over 15,000 clicks onto the web page AND we could track which Ads performed the best.