STM - Recruitment Campaign

Target Audience: We are facing significant recruitment challenges and working to meet them with a major advertising campaign (October 22 ' December 2, 2018). The campaign presents career opportunities at the STM beyond the ones you see everyday (drivers, ticket agents, maintenance employees, etc.) ' an axis developed with the help of a survey and employee discussion groups. Overall, the recruitment campaign targets the active population of the greater Montr'al area, men and women of all nationalities with significant work experience (five years of employment), aged primarily between 21 and 55. We are also targeting specific expertise in five key areas that are in high demand both at the STM and in the job market: information technology, engineering, skilled trades, operations and corporate careers.

Strategy Objective:Communication objectives: - AWARENESS: Increase awareness that the STM is hiring in many sectors - CONVERSION: Generate at least 5,000 r'sum's Communication strategies: - Focus our actions on the most needing sectors ( IT, engineering, operations, skilled trades and corporate careers - Give a closer look behind the scenes of the company - Facilitate the process for submitting applications - Design a new graphic platform - Create opportunities for the STM to meet potential candidates Communication actions - Occupy media space through a mix of mass and targeted media (e.g., IT and engineering) - Creation of a special campaign web home page that allow spontaneous applications - Organization of a recruitment event for the IT sector (networking conference)

Situation Challenge: Quebec is in a situation of full employment, which means that the unemployment rate is below 5%. As a result, several sectors are experiencing labour shortages. The market is more favourable to candidates than companies, creating fierce competition between companies, large and small, to attract the same best talent. Given our lengthy list of positions to fill (around 350), the abundance of public transit projects (our 2019-2028 Capital Expenditure Program includes investments of $15.6 billion) and the numerous retirements expected in the coming years, there is an equally urgent need for labour now and in the future. Our largest ever recruitment campaign was therefore completely necessary.

Results Impact: Results extract on November 21, half way through the campaign (runs until December 2) AWARENESS: - Global reach through media plan: 10,4 M impressions - More than 1,1 million views of our campaign videos - 4,4 % engagement with our organic social media publications Awareness to be measured by a survey after the campaign. We believe we will achieve our objective. CONVERSION: - 8 133 applications (r'sum' and LinkedIn profiles) Including 60% of applications from precarious job sectors - 171% increase compared to normal frequency of applications submitted - 73 988 visits to the campaign's microsite - 10,99% of visitors submitted their application (conversion) - 100 attendees at our IT event Conversion objective achieved... and the campaign isn't finished yet!

Why Submit: Our campaign was ambitious, given the highly competitive nature of the job market. We had to stand out as an employer and convince potential candidates to send us their r'sum's, which is a challenge since the majority are already employed by another organization. Our ambitious advertising campaign is already a success thanks to a good strategic alignment, a relevant media plan and an attractive design. Giving a closer look behind the scenes, featuring employees (in the videos) and showing our spectacular facilities, we have been able to win-over potential employees and convince them to send us their applications. The applications received during the campaign are under analysis. We are reviewing them and assigning them to a staffing position, a candidate database or a pool for future use.