WDAD were delighted to have been shortlisted for the CIPD sponsored Recruitment Marketing Awards (RMAs) for our work for Stagecoach London. The glitzy ceremony took place at The Brewery in EC1 last night and, although this time around we didn’t come away with the main prize, we did receive a Highly Commended accolade from the judges for our entry in the Best Diversity and Inclusion Initiative category.
The aim of the social media and advertising campaign was to change the employer brand perception of Stagecoach as an employer of female bus drivers. As the centerpiece of the strategy, Ferne McCann, of TOWIE and This Morning fame, was invited to join Stagecoach at their West Ham bus garage to train for her PCV licence. This was shown on national TV on This Morning, and received widespread coverage across national and local media throughout the campaign.
The campaign was highly successful, and generated a 30% increase in applications from women, with the number of female followers on their social channels growing from 28% to 34%. And overall, in a six month period, the number of female bus drivers employed by the company had grown from 292 to 341 – a 17% increase!
Thanks go to a great client and all of our team and colleagues who helped put this highly innovative branding and awareness campaign together.
For details please see Women Behind the Wheel.