"Keolis Connects", our brand new recruiting campaign

Keolis Belgium's communications department and HR team invest a lot of time and resources in developing recruitment campaigns and strategies. Every year we try to come up with a new concept. Up to now, our own drivers and mechanics always featured as the face of the campaigns. "This year we wanted to take a different approach," says Emily Coenegrachts, Chief Commercial Officer at Keolis Belgium. "Since 'Thinking like a passenger' is a key principle at Keolis, we now want to focus on the daily impact of our drivers."

To develop the new concept, several working sessions were organised with the management, the communications team and the HR department. We also talked to drivers and mechanics across the country. This is what we noticed.

"Our colleagues do not only enjoy the connection within Keolis, but especially the connection with their passengers," explains André Rappe, HR director of Keolis Belgium. "The connection they build with them and the bonds they see formed on their vehicles is a motivating element. After all, we are a company of people and for people."

Emily: "That's how we eventually came up with the slogan: 'Keolis connects'. As a bus driver do not only transport people from A to B. You connect them with society by creating extraordinary moments. On the way to a first day of school, an exciting football match or a blissful festival. We put those moments at the heart of employer branding and recruitment communication. Both in an online always-on awareness and conversion campaign and in offline ads and posters. This way, we hope to connect a lot of new bus drivers to Keolis," Emily says.

The campaign resulted in three campaign images: a young couple just returning from a festival, two children on their way to school and a supporters' bus (with colleagues) in Red Devils supporters' clothing (currently still being edited). We are incredibly proud of the result.

Would you also like to make a difference for our passengers as a driver, mechanic or clerk? Then take a quick look at the vacancies on our jobsite. We also offer trainings for your driving licence D!