EVP, Careers Hub and practical toolkit

First Bus has been a fantastically rewarding project, involving us an integral part of the Talent attraction team at a time of immense change not only in First Bus but also in the bus and public transport sectors – major players in the drive for Net Zero.

We were originally asked to create the First Bus EVP, initially providing an interim campaign that turned heads in the industry. We followed this with the full Calgary Process of research, analysis, proposition prototyping and workshopping, and eventually the creative style, look and feel. We covered depots from Aberdeen to Chelmsford and colleagues from leaners to the leadership and depot management teams. We found a deep, warm community. Not immune from difficulty but able to handle it as a team and with aplomb.

The central part of the EVP activation was based around the careers hub, which was created from scratch using an already contracted proprietary software builder. We are now approaching Phase 3 of the rebuild, with the first two phases utilising new photography shot to an EVP style and new videos. Phase 3 will bring in individual role video ads and stories together with improvements to the candidate to colleague journey, including and Onboarding site.

We are now producing an internal EVP style, including interview and manager’s guidance packs and handbooks – all digital and internally linked to provide a comprehensive self service support to managers.