TWC Launches National Frontline Worker Recruitment Campaign

TWC Launches National Frontline Worker Recruitment Campaign

Silver Spring, Md. – Responding to the historic shortage of transit workers around the country, the Transit Workforce Center (TWC) is launching a campaign toolkit designed to support the public transportation industry with innovative, site-specific approaches to meet the critical challenge of recruiting workers, especially bus operators and maintenance workers.  #ConnectingMyCommunity: The National Transit Frontline Worker Campaign Toolkit provides a wealth of resources for transit agencies and communities to tailor for their needs.


The #ConnectingMyCommunity Toolkit consists of tips and strategies developed by TWC in consultation with public transit stakeholders, including transit agencies, labor unions, frontline workers, industry associations, and community-based and workforce development organizations.  The toolkit provides advertising templates with graphics and messages designed to be customizable by agencies, especially those with limited design resources.  To further support the development and execution of effective recruitment campaigns, the toolkit includes a library of videos and other advertising used by agencies across the country, case studies on successful recruitment strategies, and recruitment-related research and reports. 

“Building a creative and effective local recruitment campaign can amplify the importance of frontline transit workers in connecting our communities, strengthening the economy, and improving quality of life, while creating a greener and cleaner environment. It can also communicate how rewarding this work is,” said Jack Clark, Executive Director of the International Transportation Learning Center (ITLC), which operates the TWC for the FTA. “We hope these toolkit resources will attract a strong and diverse applicant pool that reaches and attracts people to these great careers essential to our communities.”

To keep recruitment materials fresh, TWC will continually update the toolkit with new materials based on experiences in the field.  TWC encourages organizations using the Toolkit templates to share their creations at #ConnectingMyCommunity on social media and to contact TWC Communications Specialist David Stephen at with their stories and resources connected to effective recruitment strategies.