Sound Transit HR Recruitment Video

Target Audience: Prospective employees, including both active and passive job seekers. Some of the key areas we're focusing on are IT Professionals, Engineers, Construction, Planners, Diversity and Millennials.

Strategy Objective:Our strategy was to find key insights into what potential candidates are looking for in an ideal job. To find out, we held focus groups with recently hired employees to truly understand "Why Sound Transit." Some of the key insights were mission, career development/opportunity, the people and work/life balance.

Situation Challenge: Due to a massive expansion package that was approved in 2016 here (the largest in the country) we needed to hire talent from across the country to sustain the growth to meet the demands that our voter's asked us to do. Therefore, we needed to drive awareness of who were are and what we do, both locally and nationally. We also had to change the perception that all we hire are bus drivers position Sound Transit as a diverse and a desirable place to work and thrive.

Results Impact: The video will go public with the launch of our new website mid-November so it's too early to have any specific metrics. That being said, this video has been vetted through several departments including HR and has been very well received.

Why Submit: This entry should win an AdWheel for the following reasons: 1. Creative focused on the key insight learned from recent recruits and used real employees to authentically deliver that message ' honestly, passionately and unscripted. 2. The key element to any recruitment effort is authenticity. Candidates need to feel that they're not being "sold" but rather, getting an honest glimpse into their future employer. 3. This goes beyond just a recruitment video. Yes, it hits all our key points in a believable way, but it also paints a picture of a company that different from the glamour of some of our regional competition, like Amazon or Microsoft. It's one that focuses on the most important things that makes coming to work a joy ' the people.