Driving Diversity for TfL
TfL: The challenge
TFL tasked us to diversify their talent pipeline and support them with their inclusion initiatives. The challenge was to significantly increase applications from underrepresented groups within their industry. Together, we created a bespoke campaign on our early careers platform to amplify their reach across diverse talent pools.
How we worked together
Our team developed a comprehensive diversity-focused recruitment strategy that combined targeted digital outreach with authentic brand positioning. We implemented targeted email campaigns specifically designed to reach underrepresented student communities, complemented by strategic retargeting ads that followed up with engaged students.
We knew we needed imagery that would resonate with Gen Z audiences and show inclusion from within. With this in mind, we curated impactful, diverse visual content that authentically represented the inclusive culture TFL was building. This imagery focussed on real TFL employees and real career journeys showcasing representation and authenticity.
The campaign brought together all touchpoints under a unified message of belonging and opportunity, ensuring that every interaction reinforced TFL's commitment to diversity and inclusion.
The Results
Black Heritage Applications
Female Applications
Applications from Underrepresented Groups
YoY
Uplift Across All Metrics
The Impact
Our campaign showed how we can make diversity goals achievable. With a targeted approach, clear goals and commitment from the employer, we were able to not only transform their applicant demographics but show that a clear plan executed well pays off.
Their authentic approach to diversity attraction has created a sustainable pipeline of diverse talent that reflects the communities they serve. The strategic use of representative imagery and targeted outreach has proven that when organisations genuinely commit to inclusion, the results speak for themselves.