DigiGo – D-DRT Recruitment (Essex County Council)

How PLMR helped Essex County Council recruit drivers for a new fleet of Electric Minibuses


DigiGo - D-DRT Recruitment (Essex County Council)

Services provided

The Situation

DigiGo is a fully electric shared public transport service which offers on-demand or pre-bookable travel in parts of Essex. Part of Essex Highways and Essex County Council, residents in DigiGo service areas can book through the TravelEssex journey planning app.

Essex County Council were looking to recruit drivers for a new fleet of Electric Minibuses operating in rural and suburban areas, south/south-west of Braintree and north/north-west of Chelmsford.

What we did

To expand awareness of the recruitment drive, PLMR Genesis leveraged digital advertising to attract considerable interest and consideration amongst the key demographic, driving traffic directly to the application page. The ECC D-DRT Recruitment campaign utilised Meta (Facebook and Instagram) and advanced targeting configurations to reach key audiences in the area. Messaging focused on empowerment, with the slogan ‘Get Behind The Wheel’ and motivating career changers. A diverse range of ‘hero’ headshots were used to appeal to a broad demographic, and bold colour themes to stand out in individual’s feeds and digital platforms.

The Result

The campaign generated over 11k clicks via Meta to the website and D-DRT vacancy webpages and reached over 157k individuals in the region. Originally, the requirement from Essex Highways was for 30 applicants. The need then doubled to 60, with the same budget in place. PLMR Genesis utilised their full skill set to meet and exceed this increased requirement, delivering 97 applications within a four-week campaign. Moreover, 57 applicants met the desired criteria and advanced to the interview stage, with the PLMR Genesis team personally commended for the ‘level of high quality’ applicants the campaign attracted. Crucially, all available positions were filled, reflecting a 100% success rate within the original budget.

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