Roxborough was looking to stand out from the competition and speak to potential drivers in a relatable manner to help recruit new employees for the upcoming shortage of drivers for this school season. This shortage has gained a lot of news coverage and is a nationwide issue. They decided early on to take a marketing approach to tackle the critical need to get our youth to school on time and safely. The goal - add 20 new bus drivers and 20 new van drivers to the team to ensure that they are able to fulfill as many routes as possible for this school season. Knowing that they needed to engage the emotional heartstrings of potential drivers, they knew creating a long-form video accompanied by social shorts would tell the story of drivers and their family brand. Using a multi-channel approach to gain traction for their video they were able to get over 460,000 views! Through this great traction Roxborough was able to hire 28 van drivers and 20 bus drivers, surpassing their goal! In addition, the video marketing campaign helped grow brand engagement and awareness with an increased following on LinkedIn of 944%, 15% increase in overall website traffic year over year and a 21% increase in traffic on careers page.