Our challenge at FirstGroup has been to help the team leverage the power of their brands (including First Great Western, First Capital Connect, First UK Bus and First Scotrail) and develop creative ways to engage with and attract people with just the right ‘Customer First’ approach.
For this project, we built on our successes in steering First UK Bus towards Qualified and Trainee Bus Drivers, helping First Great Western recruit Train Drivers, and enabling the Group as a whole to find high quality Graduates, and focused on searching for bus drivers and graduates who could really get to grips with the role.
First, we ran a radio and press campaign for Bus Drivers in Bristol and Bath that had a core aim of helping First raise their employer brand in the area and reach a specific audience. We called it ‘CHEERS DRIVE’ (that's a Bristolian phrase to thank bus drivers, if you're not familiar with the lingo), and it included 30 sec ads across Heart FM, with even the local Breakfast presenters getting involved in a bus driving challenge as part of our promotion.
You wait all day for results, and then two come at once: firstly there was an instant peak in applications, and First also immediately raised their employer profile across the South West - a trend which has continued. But it's not just down to the creative and the media - it's also about how closely we worked with First to make sure the right solution was in place.