TWC launches national frontline worker recruitment campaign

The Transit Workforce Center (TWC) launched a campaign toolkit designed to support public transit with innovative, site-specific approaches to meet the critical challenge of recruiting workers, especially bus operators and maintenance workers, in response to the historic shortage of transit workers.

#ConnectingMyCommunity: The National Transit Frontline Worker Campaign Toolkit provides a wealth of resources for transit agencies and communities to tailor for their needs.

The #ConnectingMyCommunity Toolkit consists of tips and strategies developed by TWC in consultation with public transit stakeholders, including transit agencies, labor unions, frontline workers, industry associations and community-based and workforce development organizations. The toolkit provides advertising templates with graphics and messages designed to be customizable by agencies, especially those with limited design resources.

“America needs more transit workers to help connect our communities. Working in the transit industry can provide amazing career opportunities while allowing transit workers to serve our nation by moving its people,” said Federal Transit Administration Administrator Nuria Fernandez.

To further support the development and execution of effective recruitment campaigns, the toolkit includes a library of videos and other advertising used by agencies across the country, case studies on successful recruitment strategies and recruitment-related research and reports.

“Building a creative and effective local recruitment campaign can amplify the importance of frontline transit workers in connecting our communities, strengthening the economy and improving quality of life, while creating a greener and cleaner environment. It can also communicate how rewarding this work is,” said Jack Clark, executive director, International Transportation Learning Center (ITLC), which operates the TWC for the Federal Transit Administration “We hope these toolkit resources will attract a strong and diverse applicant pool that reaches and attracts people to these great careers essential to our communities.”

To keep recruitment materials fresh, TWC says it will continually update the toolkit with new materials based on experiences in the field. TWC encourages organizations using the toolkit templates to share their creations at #ConnectingMyCommunity on social media and to contact TWC Communications Specialist David Stephen with their stories and resources connected to effective recruitment strategies.