National Express

Assisting West Midlands’ largest bus operators, campaigning to attract more female drivers.

The brief

National Express is the largest operator of scheduled coach services in the UK, operating high frequency services across the country using a fleet of iconic white coaches.
The company operates bus and coach services across the UK.
National Express Bus is the market leader in the West Midlands – the largest urban bus market outside of London.
In coach, they are the largest operator of scheduled coach services in the UK, operating high frequency services across the country.

The challenge

“Over the next five years we want 25% of our bus drivers to be female.
Currently we have no EVP or Employer Brand for our bus division which allows us to target this segment effectively.”

The solution

Following cross functional workshops and stakeholder engagement, we created, launched, and executed a new EVP for National Express Bus Division – “A Route For Everyone”.

We created tailored internal and external launch plans which conveyed the message pillars consistently, but were delivered in subtly different creative to ensure everyone was engaged and recognised what they saw.

We delivered multichannel campaigns across social, digital, POS, collateral driving traffic to a new dedicated careers microsite which we designed and built for the client.

The results

1000

new TikTok followers in the first month

£60,000

saving on job boards in the first 5 months

366

job applications via the National Express careers microsite

What our client said

“I’d recommend RedKnows to any large organisation that needs to create and launch an EVP. Not only will your brand be in very safe hands, but you’ll also have the benefit of their expertise, experience, and fun, to make your campaign work brilliantly.
They understood our brief perfectly and weren’t afraid to ask tricky questions to help us understand our true value proposition.

Video content was key to telling the story of our female team members, particularly on mobile devices and in reel content on social media. RedKnows produced a library of video stories featuring our team members, which felt authentic, matched our brand guidelines, and gave a new, fresh, and engaging look to our employer branding.

They have worked collaboratively with us over the last twelve months, offering guidance and consultancy at every stage, and we’re very pleased to say that we have already extended our relationship by another year.”

Joseph Roberts Talent Specialist – National Express

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Fancy a chat?

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National Express

The brief

The challenge

The solution

The results

1000

£60,000

366

What our client said

Related case studies

Hunter Gatherer

Antony George

ERIKS

Unipart

Cadent

Fancy a chat?

The results

hello@redknows.co.uk

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