Building an Effective Local Campaign

Effective Outreach, Recruitment, and Hiring:
Lessons From Across the Country

The resources on this page begin with selected strategies and approaches drawn from industry experience and related national research, followed by a TWC report on “Recruitment Messaging that Resonates,” and examples of adaptable recruitment campaign themes. Explore additional resources available in TWC’s Recruitment Toolkit and National Frontline Transit Worker Recruitment Campaign.

Key Elements of an Effective Strategic Plan 

• Distinguish public transportation from other career opportunities by highlighting what makes working in public transportation unique, including the notion of a “career,” as opposed to a “job,” and the positive impact of this critical service on the community.
• Clearly communicate your agency’s benefits, including perks and advancement opportunities, and how you compare to competing employers.
• Broaden your recruitment reach by targeting a wide range of candidate pools, including groups noted in TWC case studies, as well as in the “Recruitment Messaging that Resonates” report.
• Support your messaging with strong visuals that reinforce your themes, including positive worker images and bold colors.  
• Ensure your website’s careers page is prominent, engaging, and informative, with clear application instructions, and promote it across your agency’s social media channels.
• Streamline your application process to reduce barriers and make it easier for candidates to apply.
• Dedicate time and resources to building strong, lasting career pipeline partnerships with workforce development agencies, community organizations, K-12 schools, colleges, and technical education partners. 

Recruitment Messaging That Resonates: Insights into Attracting Frontline Transit Workers

TWC partnered with a strategic communications agency to design and implement a sample strategic marketing and outreach program. This report, “Recruitment Messaging that Resonates – Insights into Attracting Frontline Transit Workers,” discusses the findings and recommendations.

Sample Campaign Themes

These sample campaign themes offer messaging ideas that reflect the unique nature of transit careers and highlight what can make them attractive to potential applicants.