RATP Dev USA case study: global recruitment marketing for drivers & mechanics across 5 depots

The challenge

RATP Dev USA operates public transport services across multiple locations and depots, and in North Carolina the business faced a serious shortage of both bus drivers and bus mechanics/engineers. Hiring was challenging not only because demand for these roles was high, but because the local market created additional complexity: stringent compliance requirements, intense competition, and a higher risk of unsuitable applicants due to wider social factors, including drug and alcohol challenges in the region.

Before McRoberts, there was no clear recruitment plan capable of delivering the volume and quality needed across multiple depots. There was also heavy dependence on a single channel—Indeed—which was becoming increasingly expensive and less reliable as a sole strategy.

RATP Dev USA needed a scalable, multi-channel approach that could:

• Deliver hires across several depots, not just one location
• Maintain candidate quality under strict compliance requirements
• Reduce channel risk and prove hires could be made beyond Indeed
• Establish predictable benchmarks for cost-per-hire and performance by channel

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What success looked like

Success meant proving that recruitment could work across a wider channel mix, with clarity on what each channel could deliver. RATP Dev USA wanted:

• Quality candidates for both drivers and mechanics/engineers
• Hires generated through channels they weren’t currently using
• Clear cost-per-hire benchmarks by channel and message
• A repeatable strategy that could scale across depots in North Carolina

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Our approach

McRoberts applied the same performance recruitment marketing principles we use in the UK—adapted to the realities of the US market and compliance environment. We treated recruitment as an optimisation system: build role-specific messaging, test across channels, measure conversion, refine creative and screening, and scale what works.

Because the US market presented higher risk of unsuitable applicants, candidate quality protection was critical. In some areas, it proved more effective for internal teams to manually screen candidatesrelevant candidates rather than relying only on automated filtering. We worked alongside the client to navigate this trade-off—ensuring speed and volume didn’t come at the cost of hiring quality.

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What we delivered

To build a recruitment engine capable of delivering across multiple depots and roles, McRoberts implemented an end-to-end system:

1) Role-specific EVP for drivers and mechanics/engineers

 We developed employer value propositions for both roles—reflecting what candidates value locally and what makes someone successful in the job. The aim was to improve fit and reduce wasted time on unsuitable applicants.

2) Original on-site content filmed in the US

 We travelled to North Carolina to capture original video content and interviews with drivers and mechanics/engineers. This content improved credibility, helped set expectations, and performed strongly across ads and landing pages by showing candidates the real environment and real people.

3) Multi-channel campaigns beyond Indeed

 We reduced reliance on a single channel by building and testing a full channel mix, including:

• Google Ads
• Microsoft (Bing) Ads
• Facebook and Instagram
• YouTube
• Indeed (as part of a wider strategy, not the strategy)

This allowed the team to establish where hires could be made most efficiently and which platforms delivered the best-fit candidates for each role.

4) Landing pages designed to inform, convert and qualify

 Candidates were directed to landing pages that included:

• Clear role propositions
• Employee testimonials and proof
• Video content
• A structured application journey to support screening

5) Screening and quality control, including commute-time filtering

 Applicants were screened to protect hiring quality and reduce drop-off. This included commute-time screening to help ensure candidates could realistically reach the depot locations. Where needed, the process supported more manual screening by internal teams to manage market-specific challenges and compliance requirements.

6) Automated re-engagement

 Candidates who didn’t complete the funnel were re-engaged using automated email sequences containing rich content—recovering strong candidates and improving conversion without increasing admin.

7) ATS integration via API & webhooks

 Candidates who met requirements were passed directly into the client’s ATS (Digital Recruiters) via API/webhooks, ensuring minimal disruption to internal workflows and fast progression from application to interview.

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Results

The campaign delivered two outcomes that mattered most to RATP Dev USA:

1) Proven hiring beyond Indeed

 McRoberts established that driver and mechanic/engineer hires could be generated across multiple channels, not just job boards. This reduced channel dependence and created a more resilient strategy.

2) Predictable performance benchmarks

 We established cost-per-hire benchmarks by channel and identified which messages performed best, providing the client with actionable insight into where to invest and how to scale.

Across the programme, the partnership delivered over 10 hires per month and maintained candidate quality standards in a challenging market.

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Why it worked

This programme succeeded because it combined:

• UK-proven recruitment marketing expertise, adapted for US market realities
• A strong role-specific EVP for both drivers and mechanics/engineers
• Credibility-building original video content filmed on-site
• Multi-channel testing and optimisation to reduce dependence on any single platform
• Quality protection through screening, including commute-time filtering and pragmatic manual review where needed
• Seamless ATS integration for operational speed

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What this enabled next

RATP Dev USA gained a recruitment strategy that could scale across depots and remain resilient across changing market conditions. Just as importantly, the case study demonstrates McRoberts’ ability to deliver internationally—working effectively with global organisations across multiple locations, stakeholders, and compliance requirements.