Third edition of ATM Job in Tour: an effective travelling recruitment project

This initiative was created to organise a recruitment campaign across the region through a direct and tangible presence in Milan’s squares.

This third edition of the ATM Job in Tour campaign included two stops in the city: Piazza XXV Aprile on 17–18 May and Piazza XXIV Maggio on 7–8 June. The aim was to meet with potential candidates who were interested in working in the public transport sector (ATM is the public transport organisation of the Milan Municipality). The event aimed to bring citizens together with the HR team of the Milanese public transport company to promote open and informative dialogue on available career paths, particularly for drivers and technical staff.

The project was developed through an integrated communication strategy which accompanied the various stages of the initiative, from preliminary promotion and appointment management in the squares, to follow-up. The result was a high level of participation and interest, with over 3,000 people registering on the project website.

A format designed for facilitate human connections.

The squares were set up as reception, listening and guidance points. At the heart of the experience was the ‘ATM village’, consisting of spaces dedicated to interviews, providing practical information, and demonstration activities. One bus was equipped with a professional driving simulator, offering participants the opportunity to learn about aspects of the daily work of driving vehicles in an informal, guided setting.

Inside another branded bus, there was an interview area accompanied by activities designed to encourage participation, such as a photo totem and opportunities to interact with the present staff. The information provided covered the profiles sought and practical aspects of the application process and recruitment, such as training, licences and support services.

A consistent and functional visual approach

The communication campaign adopted a clear and recognisable visual language that was consistent with the institutional identity. The creative concept, developed around the ideas of proximity and recognisability, used distinctive elements such as uniforms, means of transport and faces to convey an immediate and concrete image of working at ATM. The headline, ‘Are you the next face of ATM?’, served as both a call to action and a message of value, stimulating pride and a sense of belonging. Various digital and physical channels were integrated into the communication to ensure continuity and consistency throughout the process.

An opportunity to promote mutual understanding.

The ATM Job in Tour project promoted career paths in the public transport sector and facilitated a direct match between supply and demand. The project demonstrated how structured communication can make information more accessible and promote transparent relationships with the local area and individuals interested in working in the sector.

AIM Communication supported ATM in the creative and operational development of the initiative, from the visual campaign and staging to the management of digital communication. This helped to build an original, engaging format that was consistent with the company’s HR objectives.