The little school bus company that could

Employment branding tells people 'what you're all about'
By Sarah Dobson
|Canadian HR Reporter|Last Updated: 04/19/2007

When Southland Transportation needed almost 200 new bus drivers for the start of the 2006 school year, the Calgary-based company knew it would have to take recruitment to the next level.

Competing in the hottest labour market in the country, it decided to hire an ad agency to help create a well-branded campaign that connected with potential employees. The initiative paid off, as Southland filled all its positions and won awards for print and broadcast advertising and overall campaign at the first annual Employer of Choice Marketing Awards, presented by in Toronto in March.

“Southland did an exceptional job of integrating their messaging across all media and all elements and deciding who their target was and directing their messaging so it would resonate with the target,” said Susan Hayes, general manager at