Navigating Talent Shortages: Attracting Prospective Bus Drivers to RPS 205 

In the wake of COVID-19, businesses and organizations have faced unprecedented challenges in retaining and recruiting essential talent. Without the right people, business grinds to a halt. This challenge is particularly evident in roles such as School Bus Drivers, where physical presence is non-negotiable and critical to daily operations.

In 2024, GrahamSpencer partnered with RPS 205 to develop and execute a strategic recruitment campaign for its Transportation Department. As the 2nd-largest school district in Illinois, RPS 205 experiences regular driver turnover due to retirements, promotions and career changes. The pandemic amplified these challenges, creating an urgent need for a fresh, ongoing approach to attracting qualified candidates on a regular basis.

01 News Articles

Recruiting school bus drivers is uniquely complex. Candidates must obtain a Commercial Driver’s License (CDL) and undergo specialized training and these qualifications put their recruitment in competition with major logistics organizations like FedEx, UPS, the US Postal Service and others (who often offer higher compensation).

In addition to technical qualifications, RPS 205 seeks candidates who possess patience, enjoy working with children and are committed emotionally to a mission-driven role that sometimes requires them to brave the elements to ensure students arrive at school on time safely each day.

As always, our research-driven, insight-led approach shaped a Creative Brief that informed every aspect of our campaign planning, creative direction and execution.

02 GIFs

A unique, heart-and-soul element of our strategy was highlighting Ms. Kathy Ingram, a cherished 30+ year veteran bus driver affectionately known as “Miss Kitty.” A truly admired icon of RPS “Transpo,” Miss Kitty’s story became the emotional foundation of our campaign. She is truly a modest Rockford Region treasure.

It warms my heart to be recognized in the community. It happens often. Some young adult will come up to me when I’m out shopping and say, ‘Miss Kitty! Miss Kitty! Do you remember me? You used to drive me to school! Thank you for everything. How are you?’ It means a lot to know you’ve made a difference in so many lives. I cannot tell you how much it means, really.

– Former Bus Rider on Miss Kitty’s RPS205 bus
03 Social Media Ads

The campaign’s authentic message resonated with the target audience (and the community) and reinforced the intrinsic value of the role, forming the foundation of our campaign’s strategic platform. The results? Outstanding digital engagement and a significant increase in web traffic.

04 Performance Metrics

An ancillary benefit of the GrahamSpencer approach was our presentation of specific recommendations to improve the cultural cohesion within RPS 205’s Transportation Department as retention strategies.

If you’re looking for a highly skilled branding and advertising partner to help your organization recruit and retain talent, come aboard with GrahamSpencer. We’re here to help get your brand moving in the right direction with strategic excellence, award-winning creativity and a sense of real purpose.

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