CLIENT
Utah Transit Authority

PROJECT
Career site
Employer brand development
Multi-channel recruitment marketing campaign

ROLE
Lead designer, art direction, UI/UX

PROCESS
Research ~ Ideate ~ Design ~ Test

The Utah Transit Authority is a multimodal public transportation agency serving 1.8M+ residents across six counties. In 2021, UTA needed to quickly scale hiring for critical bus operator roles while simultaneously building a more recognizable and compelling employer brand.

  • Establish a clear and authentic Employer Value Proposition (EVP)

  • Create a cohesive employer brand and supporting creative system

  • Expand recruitment efforts across multiple awareness channels

  • Drive candidate engagement and increase applicant flow efficiently

  • Support large-scale hiring events and high-priority recruitment pushes

 
 

Our approach

 

EMPLOYER BRAND & EVP DEVELOPMENT
To understand what made UTA a compelling place to work, we conducted:

  • Job seeker shadowing

  • Competitor research

  • Employee focus group workshops

These insights led to a clear EVP rooted in purpose, community connection, and stability — helping guide voice, messaging, and visual expression across all creative.

 

CAREE SITE & CREATIVE SYSTEM
Using research insights, our creative team redesigned UTA’s career site, introducing inspiring, human-centered messaging:
“Make an impact, one journey at a time.”

We also developed a complete suite of campaign assets:

  • Job postings

  • Animated digital ads

  • Outdoor and print materials

  • Social & display banners

  • Creative targeted by role (Bus Operators, Police Officers, Rail/Trax Operators, IT roles)

 
 

Multi-Channel Recruitment Strategy

 

EXPANDED DIGITAL ADVERTISING (SEARCH & DISPLAY)

  • Google Search and Display campaigns to increase top-of-funnel awareness

  • Remarketing campaigns to re-engage interested job seekers and push them to apply

GEOFENCING COMPETITOR TARGETING

  • Display ads served near competing transit agencies and transportation hubs

  • Highly effective for promoting hiring events and high-demand roles

HIRING EVENT SUPPORT

  • Branded SMS and email outreach campaigns

  • Simplified RSVP and registration process via direct mobile links

  • Supplemented with radio campaigns to reach everyday commuters

  • Full event branding packages created for consistency and visibility

 
 

The results

 

  • 300+ bus operators hired within 18 months

  • Over 800,000 impressions,

  • 20,000+ clicks

  • Averaged 2,300 applications per month

  • Reduced time-to-hire and improved retention due to stronger applicant quality