We’re delighted to announce that we have again been shortlisted for a RAD Award for our work with Stagecoach London. Following the recognition last year for our Night Owls campaign, this time around we have been nominated in the ‘Best Diversity and Inclusion Initiative’ category for our Women Behind the Wheels campaign.
Stagecoach London were acutely aware of the gulf between the numbers of female bus drivers in their employ compared to the number of male drivers, and it was something they were understandably keen to address. And so Ferne McCann, of TOWIE and This Morning fame, was invited to join them at their West Ham bus garage to train for her PCV licence.
This initiative coincided with the launch of our new social media channels for recruitment which we set up and manage with daily postings. As well as geo-targeted PPC advertising on Facebook and Google, we also created a simple microsite with dedicated videos featuring Ferne McCann, as well as some of Stagecoach London’s home-grown female stars: http://www.busdrivers.london/women/
The results have been encouraging with social followers up to 2.5k after just 6 months. In addition, the number of applications from females has grown by nearly 30%, with the number of female drivers up by over 13%. For more details visit the case study. Oh, and we may have mentioned that it’s up for a RAD award for Best Diversity & Inclusion Initiative on 26th Jan 2017…