DigiGo – DigoGo and Ugobus Driver Recruitment (Essex County Council)

How PLMR Genesis assisted Essex County Council recruit drivers and passenger assistants for Ugobus and DigiGo


DigiGo - DigoGo and Ugobus Driver 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 and passenger assistants for Ugobus, their in-house fleet service and drivers only for DigiGo, a fleet of electric minibuses. The objectives were to raise awareness of driver roles for both services within Braintree and north/north-west of Chelmsford to encourage 100 applications by the end of January 2023 and to recruit and fill driver and PA requirements listed by the end of February 2023.

What we did

PLMR Genesis delivered a targeted recruitment campaign using paid digital channels (Meta and Google Display) to raise awareness of the services, promote the benefits of working for Essex Highways and encourage applications. The campaign structure was split for each service, with three embedded sub-campaigns: Community, Opportunity, and Informational. Using impactful visuals and messaging, the ads were delivered to key audiences, tailored to their location, interests, and behaviours – with dedicated targeting to users who were in-market for a career change and actively looking for driver roles within the region.

The Result

As the campaign only ran for four weeks, it was essential the ads were impactful and delivered effective results. Overall, the campaign generated over 1.4 million impressions and over 41,000 clicks in just 28 days, with over 20 applications in the first three days.

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