Double Win at IHR Awards for JACK RYAN x First Bus

Double win for First Bus and JACK RYAN at the IHR Awards 2025 with Best Recruitment Campaign and Best Careers site.

Following success at the Prolific North Awards last month, last night at the IHR awards our leading approach for First Bus was recognised as a Leading

Recruitment Marketing Campaign.

The campaigns spanned every major touchpoint across the media landscape. From OOH takeovers and dynamic digital creative to precision-targeted paid social, search, and aggregator partnerships, the strategy ensured First Bus stayed visible and relevant to audiences across the UK.

The creative positioning working with our partners centred on authenticity; celebrating the drivers, engineers, and staff who keep Britain moving. Using rich storytelling, compelling visuals, and a people-first tone of voice, the campaign turned perception into participation.

As performance activity, we know that every stage of the funnel and journey is crucially important and First Bus also picked up Best Careers site.

The continued recognition at IHR last night demonstrates that shifting perceptions, driving behaviour and repositioning First Bus through a combinatorial approach of transformative employer brand and high performance acquisition campaign provides long term brand and media equity to the organisation with a framework that delivers on a national level.