Pierce Transit
Recruitment Campaign
During the COVID-19 labor shortage, Pierce Transit faced critical staffing gaps that threatened service continuity. Competing against a saturated “Now Hiring” landscape, the challenge was to create a campaign that stood out and motivated action.
As Senior Designer, I developed a differentiated recruitment campaign that reframed transit jobs as fulfilling, long-term careers.
Client
Pierce Transit
Role
Senior Designer
Services
Led campaign strategy, messaging, creative direction, and multi-channel execution.
The Challenge
Severe labor shortages impacting essential transit operations
Oversaturated hiring market with low differentiation (“Now Hiring” fatigue)
Need to attract candidates quickly while elevating perception of transit careers
The opportunity: reposition transit roles from jobs → meaningful, fulfilling careers.
The Approach
I identified a key differentiator: Pierce Transit offered not just employment, but stability, benefits, and quality of life.
From this insight, I developed the campaign platform:
“Great Career. Happy You.”
This concise message reframed the value proposition around personal fulfillment rather than just employment.
To bring the idea to life, I:
Led copywriting and campaign messaging strategy
Directed photography featuring real employees, reinforcing authenticity and trust
Designed a multi-channel campaign system across print, digital, fleet, and signage
Ensured consistency and visibility across high-frequency touchpoints
Built a flexible creative system for sustained rollout over a 12-month period
The Results
Increased job applications by over 50% during the 12-month campaign
Increased hiring by ~100%, significantly improving staffing levels
Helped Pierce Transit become one of the fastest agencies in Washington State to restore pre-COVID service and ridership levels
Established a distinct and ownable recruitment platform in a highly competitive market
Improved perception of transit roles as stable, long-term career opportunities
