Utah Transit Authority
Focus:
Employer Brand Strategy & Talent Attraction
Key Elements:
Value Creation Research
Creative Direction
Content Strategy
UX Design
Career Site Reinvention
Storytelling
The pandemic made every in-person job harder to fill, and UTA was recruiting against employers offering something it structurally could not. Applications fell. Positions sat open. We talked to operators, mechanics, customer service, transit police, and administrative staff. Nobody described the job in ridership numbers. They described the person who needed to reach a hospital, or the kid who got to school on a day nothing else was working.
Schedules and benefits were never going to beat a remote job. Meaning could, with the specific person who takes this work because people are the reason for it. Make an Impact, One Journey at a Time came out of what UTA employees already believed. It holds whether you drive the bus, keep it running, or make sure the system is safe.
The visual system runs on the rhythm of transit, the slowing as a vehicle arrives and the pull as it carries someone on. It animates in digital and holds as a graphic language on billboards, shelters, and buses. The career site went in as the primary recruiting platform, integrated with the ATS and built for every career area. Applications reached 2,300 a month. 300 bus drivers hired in 18 months. Ten percent conversion.
“We were hiring for jobs that only exist in person, against a private sector that can sound more rewarding, at the exact moment everyone else was selling remote. The new brand gave us a way to talk about UTA in a way that sounds like us. It's inspiring because we are, and that's why it keeps working.”
UTA