Next Stop: An Eleanor Creative Hiring Campaign
StarTran, Lincoln’s public transit system, was running on fumes in terms of Bus Operator employment. They needed to quickly connect with future bus operators to keep the city in motion. We were able to move people to apply and make people smile with our campaign – fast!
01
The Challenge
StarTran was shutting down routes and Bus Operators were dwindling from too much overtime. Not to mention, the city was bleeding money in overtime just to keep their skeleton crew running. They needed to hire 22 Bus Operators to get back to basic operations. When faced with a hiring shortage in a highly competitive market, the City of Lincoln turned to Eleanor to recruit the right people.
02
The Solution
Next Stop: Get Hired.
This hiring campaign brought the StarTran culture to life with human photography and real-life messaging that brought recruits to their one-day hiring event to get hired on the spot!
Using our campaign messaging, we strategically targeted the right people for the job, enticing them with effective, bus-friendly messaging, focusing on the real perks of the job, like “Next Stop: a Meaningful Career,” “Next Stop: an Office with a View,” “Next Stop: a Career that Takes you Places,” and “Next Stop: Paid Vacation.”
03
The Outcome
After a highly successful hiring event, a paid social ad campaign, intriguing hiring campaign messaging, and a landing page that makes you want to scroll and click until– Next Stop: Hired! There were 27 applications submitted (122% of our goal). Of those, 22 jobs were offered and 19 were hired overall at their one-day event. Filling 86% of vacant positions before the rest of the campaign even launched.
The city is also using this campaign branding and website landing page for ongoing recruitment efforts.
