Chatbots for female driver recruitment
Changing perceptions of what a train driver looked like - and drive recruitment.
3.6M
People reached
13K
Engagements
7X
More web traffic than average
Avanti wanted to increase the number of train driver applications from women. But in an industry where only 6 out of 100 drivers are female, this was a tough ask. We needed to change perceptions of what a train driver looked like while encouraging consideration of the role.
To do this, we needed to show a woman that had achieved this, so it could inspire others to do the same.
We centered our campaign around a female pioneer: Karen Harrison, one of the first female train drivers in the UK - and a former Avanti driver.
Next, we had to contemporize her story. So when it came to creating social media content, we brought in Rebecca, a young female trainee train driver to literally show women that they could be a train driver too!
Cubaka worked with Avanti on an integrated campaign championing Karen Harrison, one of the first female train drivers in the UK - and a former Avanti driver.
We led on concepting, scripting, production, editing and media planning for paid and organic social media content, including the development of the chatbot. All social media content tapped into existing trends at the time..
The Facebook chatbot allowed users to pre-qualify themselves for the role, let women know what they’d need to apply, and enabled them to get a reminder notification when applications opened. All social media content produced encouraged women to use the chatbot.
To avoid positive discrimination, we used Rebecca, a young female trainee driver, so women could see another woman in that same role.
