The challenge
Arriva is one of the UK’s leading bus companies, getting their passengers from A to B with flair. But when it came to recruiting top talent – especially in Leicester, their main hiring hotspot – they were hitting some serious roadblocks. Facing fierce competition and struggling to stand out, Arriva needed a fresh strategy. First stop? Getting to know their audience.
Let’s face it: recruitment can be tough. And when you’re in a crowded market, it’s a bumpy ride. Competitors were splashing the cash on media spend, hogging all the traffic Arriva needed. Most of their candidates were men chasing bigger paychecks. Oh, and their photography? Let’s just say it was ready for an upgrade.
Our solution
We got stuck into their data, dissecting competitors’ ad spend and seeking gaps where Arriva could overtake. But it didn’t stop there. We went straight to the source: Arriva’s own drivers. They shared why they stayed – because they felt truly valued and had become one big community.
Our creative concepts from then on put the drivers front and centre, dialling it up with a ‘Greatest Showman’ flair. And for Leicester, we designed a sleek, SEO-optimised landing page, tailored to their local market. It was all about showcasing what made Arriva the better place to be.
Results
Arriva’s new approach, paired with their bold creative, was a huge hit! By focusing on what really mattered to their drivers and proving every step with solid research, Arriva didn’t just keep up with their competition – they pulled ahead.
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4400
Page views
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22%
Click-through-rate
