All Aboard America’s new recruiting website aims to give potential employees a true sense of what it means to be part of the company’s team even before they apply.
Designed to help applicants understand the company’s culture and values, the site offers an authentic glimpse into the Phoenix-based company that’s been transporting people across the country for over 90 years.
“We wanted the site to be captivating,” said Chris Moulton, Vice President and General Manager All Aboard America (AAA). “We wanted to convey who All Aboard America is and why this could be your forever home, not just a temporary stop.”
Moulton, who joined the industry in 2002 at 21 when he took a job as a driver, understands that drivers love to travel, which is why they’re drawn to this work.
“At All Aboard America, we do it right. We treat our people as individuals, get to know them, and build trust. That’s when they stay,” he said.
The AAA has locations in El Paso, Midland/Odessa, Texas; Santa Fe, New Mexico and Mesa, Arizona. It has a team of about 170 workers. The company is part of All Aboard America Holdings, the fourth-largest motorcoach operator in the U.S.
“One of the cool things is, if an employee moves out of town, we can often transfer them within our sister companies. For instance, if they’re moving to Anaheim, we can connect them directly with someone at Lux Bus America,” Moulton said.
The new site, which took six months to complete, was a collaboration between Moulton, Vice President of Marketing and Business Development Trisha Fridrich, and Human Resources Director Leslie Wolek.
AAA’s approach offers eight takeaways for improving online recruiting in an industry that struggles with a talent shortage.
1. Short videos with employee stories
The site’s “We Care” page gives visitors a portal into AAA’s commitment to its employees, with short videos featuring interviews with drivers, mechanics and bus washers.
“We wanted people to look at the site, walk into All Aboard America, and feel that everything they saw online rings true,” Fridrich said.
The videos connect potential hires directly with employees who know the job best.
“The new site includes videos of our team – drivers, mechanics, and others – talking about their experiences. We wanted a website that’s like reading a story, but always provides the opportunity to learn more,” Moulton said.
2. Emphasis on authenticity
Fridrich says the priority was on cultivating a genuine voice in the website’s design.
“We even did a brand voice exercise, brainstorming words that connect with our company and our people,” she said. “That process was emotional because of how much we care about this place.”
For companies with limited budgets, AAA’s approach demonstrates that capturing authenticity requires commitment rather than high-cost production.
3. Real employee testimonials
AAA produced videos that give an inside look at the company’s day-to-day life with the help of Avatar Fleet, a transportation software and services firm that provided the video team.
“We wanted applicants to hear directly from team members, not just management,” said Fridrich, noting that testimonials play an important role in bringing the culture of the company to life. It also shows that genuine employee stories can speak to prospective hires.
“The employees were excited to take part in the videos,” said Moulton. “There was some initial anxiety, but we prepared them to speak from the heart, to be honest. We wanted them to feel comfortable and to represent themselves authentically.”
4. Short, impactful content
Recognizing that less is more when it comes to holding attention, the website’s text is written to be concise.
“Attention spans are short, so videos and pictures are crucial,” Fridrich said.
By focusing on digestible bits of information, applicants can quickly understand the company’s values, find out what roles are available and where they are located. Fridrich notes this strategy can be achieved with limited resources.
“It’s super-important that a recruiting website is relevant,” said Moulton. “For example, drivers want guaranteed hours and a modern, well-maintained fleet. If the information is outdated, you lose your audience.”
5. Streamlined application process
The new website makes it easier for applicants to get in touch.
“The first screen of the application captures their basic information, so even if they get interrupted, we can still follow up with them,” said Moulton.
The application process is simplified with a user-friendly tracking system. Because drivers often work irregular hours, the system allows applicants to begin the process anytime, save their progress and return later.
The process is designed so that applicants can begin their training immediately and earn their first paycheck quickly.
“If someone’s ready to go today, we’ll make it happen,” said Moulton. “With four locations, if we have a class starting in El Paso on Monday, we’ll put them on a plane and get them there.”
6. Commitment to community involvement
AAA’s dedication to community involvement also shines on the website.
“We know the driver population is aging, so one of our goals is to attract the next generation of drivers,” Wolek said. “Community investment is something younger drivers value, and we’ve seen positive feedback.”
AAA’s commitment to community events and initiatives is highlighted. This sends a message to potential hires that they’re joining a company that gives back and is mission-driven. For example, AAA employees can take a “community service holiday,” paid time off to volunteer.
“All Aboard America has been around for 90-plus years, and we carry on an important legacy. That’s something every employee here values deeply,” Moulton said.
7. Clear communication
When it comes to communication, the focus is on transparency. The hiring process is carefully explained to ease applicant anxiety. Each step is outlined in the hiring process. This way, candidates know what to expect.
“Our site explains what happens after applying, so candidates know that within two business days, they’ll get a call to meet virtually,” she said.
Clear communication reassures applicants, a strategy that requires no budget but makes a big difference.
8. Focus on values and retention
AAA’s site reflects the company’s mission and values, showing potential hires the supportive environment they can expect.
“We’re here to build an environment where people can succeed. All of us in leadership roles are here to serve our team members. That’s our job,” said Moulton.
By focusing on culture, AAA hopes to improve both recruitment and retention.
“Retention is a huge part of recruiting,” added Fridrich. “We’re excited to see how this new approach supports both.”
Photos courtesy of All Aboard America.
