Case Study: MTA fills critical bus operator and skilled trade roles with Miller Advertising

MTA boosts recruitment turnout 95% with Miller Advertising

The Metropolitan Transportation Authority (MTA), North America's largest transportation network, faced a critical shortage of bus operators and skilled trade workers. Their challenge was to quickly fill over 2,000 open positions by attracting a diverse pool of qualified candidates across a vast 5,000-square-mile service area. They engaged Miller Advertising to create an effective recruitment strategy.

Miller Advertising developed a comprehensive paid media strategy that combined targeted social media ads on platforms like Facebook and LinkedIn with traditional print advertising. This approach promoted one-day recruitment open house events in central locations to capitalize on interest and create urgency. The solution delivered exceptional results for the MTA: one event saw a 50% higher attendance than anticipated, and another saw a 95% increase, with 585 attendees versus an expected 300. Overall, the campaigns by Miller Advertising generated over 901,000 impressions and drove nearly 19,000 clicks to the MTA's career site.

Metropolitan Transportation Authority (MTA)