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

The 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

  • Video Direction (2024)

  • Concept Refresh (2024)

Multi-Channel Recruitment Strategy

Expanded Digital Advertising

  • 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

  • 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

Back to work
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