Female recruitment drive campaign
Empowering women to take charge of their lives
Overview
With unemployment near record lows and ongoing labour force upheaval in Victoria following the pandemic, Yarra Trams was experiencing a shortfall of drivers.
Additionally, placing a high priority on diversity, Yarra Trams needed to ensure the diversity of its People reflected the diversity of the Melbourne community they serve – this meant increasing the proportion of women tram drivers.
Background
Research conducted by Yarra Trams, in partnership with Fiftyfive5, told us that as a person’s familiarity with Yarra Trams grows, so too does their positivity towards a potential career with them.
However, several perceived disadvantages of being a driver were identified, including inconsistent shift work, safety, and the inability to work remotely.
Challenge
As a person’s familiarity and consideration of a job with Yarra Trams grows, so too does their positivity towards a potential role. However, there are several perceived disadvantages of being a driver, including inconsistent shift work, safety, and not being able to work remotely.
Our challenge was to develop a communications campaign that overcame these perceived disadvantages and encourage those who have already considered a role to apply.
Solution
Our communications needed to motivate women to consider, or reconsider pursuing a tram driver career, by increasing their understanding of the role and how it allows them to take charge of certain areas of their life, notably stress, income and career (job security, progression).
The creative concept ‘In charge of a tram, in charge of your life’ encourages women to envision the possibilities that driving a tram can enable. The role answers the audience’s emotional needs, including a sense of belonging, along with plenty of rational benefits, including a dynamic environment that allows you to leave work at work and an excellent salary that makes it possible to stay firmly in the driving seat of life.
The platform provided the flexibility to talk about a range of benefits of the role and leveraged the role of the driving seat as a metaphor for what the role can enable in a woman’s life.
Output
Icon developed all video outputs and collateral assets, which involved a production shoot located on a tram in the heart of Melbourne. Video, audio, and static assets were developed for a digital marketing campaign inclusive of display, YouTube, social media and audio programmatic, as well as for owned channels.
The campaign launched in March 2022 on International Women’s Day and can be viewed at: careers.yarratrams.com.au
Results
Launched on International Women’s Day in March 2023, the campaign generated over 1,000 applications in three months, with 229 of those from women – a 21% increase compared to periods without a campaign.
The digital marketing efforts also achieved strong engagement, with over 10,000 clicks to the Yarra Trams career website and an above-industry-average click-through rate for the social media campaign. This initiative helped reduce the driver shortfall and contributed to a more diverse and inclusive workforce.
Services
Development of campaign concept
Production of video, audio, and static assets
Digital marketing campaign including display ads, YouTube, social media, and audio programmatic content
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