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Employer Branding For Railway Companies: 7 Proven Strategies

Ian Cook

In 2021 DB (Deutsche Bahn) alone employed 322,768 people and that the Australasian Railway Association (ARA) reports that the global rail technology market is worth $362 billion and continues to grow - the rail industry is a global giant.

But, the rail industry is undergoing major shifts, from digital transformation to an aging workforce - the growing demand for high-calibre talent is more competitive than ever.

For railway companies, building a robust employer brand is now more important than ever to attract the next generation of engineers, operators, and rail experts.

So, let's get started with 7 practical, research-backed strategies designed specifically for railway industry employers:

Strategy 1. Use Vouch to Humanize Your Brand

A great brand is great at storytelling.

Vouch is a powerful tool that lets railway companies capture authentic insights from current employees - and share real stories from the people who work behind the scenes.

With Vouch, you can:

  • Showcase employee testimonials from across the rail sector
  • Use videos in recruitment campaigns and social media platforms
  • Provide potential employees with a look inside your company culture

🎯 Companies using Vouch report up to a 2.7x increase in candidate engagement, making it ideal for attracting a broader pool of talent, including youth audiences and frontline staff.

Strategy 2. Build A Clear Employee Value Proposition (EVP)

A strong employee value proposition tells future employees why they should choose you.

In the rail industry, this should highlight:

  • Long-term job stability
  • Development opportunities in operations, digital systems, or engineering
  • Real impact on community infrastructure and community development
  • Support for employee well-being and work-life balance

According to a study on attracting engineers to the rail industry (Wallace et al., 2011, Academia.edu), the absence of a clear industry image has kept talent away from rail careers. That's why a compelling, realistic EVP is essential.

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Strategy 3. Engage Students Early with Career Campaigns

The rail industry must focus on building future talent pipelines. Partnering with schools, universities, and vocational institutions creates exciting opportunities for early engagement.

Use your employer branding initiatives to:

  • Promote a career in railway transport awareness
  • Offer school students internships or apprenticeships
  • Use social media content and influencer-style storytelling to reach the train-spotting community and aspiring engineers

🚆 According to research by Nedeliakova et al. (2024), most students in Slovakia and the Czech Republic are unaware of long-term career development potential in the rail sector (Springer Link).

Strategy 4. Create an Inclusive Internal Communication Program

Transparency builds trust — especially in large, operationally complex organizations like rail networks. Develop a modern communication program that connects frontline staff and leaders alike.

Tips for stronger internal branding:

  • Use digital channels like Video, mobile messaging apps and newsletters for company-wide communication
  • Train managers in communication skills and inclusive messaging
  • Offer a channel of feedback, like Vouch, for staff to share concerns and improvements

Companies like Russian Railways launched structured communication activities during the pandemic to boost unity and morale (European Proceedings, 2021).

Strategy 5. Celebrate Community Projects and Social Involvement

Railway companies are deeply rooted in the cities and towns they serve. Use that connection to show that your company isn't just a job — it's a part of community involvement.

How to do it:

  • Share stories of community projects on your careers page.
  • Encourage staff to participate in activities with colleagues and the community.
  • Highlight achievements like sustainability initiatives, age diversity, and further empowerment in your employer branding activity.

🌍 Rail organizations with visible community presence saw higher engagement from customers and employees, according to the Railway Gazette.

Strategy 6. Embrace AI-Driven Tools to Modernize the Hiring Journey

Today's candidate experiences are shaped by speed and personalization. AI tools, including Video editing tools, can help railway employers streamline processes and appeal to a wider audience.

Implement:

  • AI-powered applicant tracking systems to sort and shortlist candidate profiles
  • AI-powered interviews to assess soft skills in a fair and scalable way
  • Data analytics to monitor candidate assessment effectiveness and hiring timelines

📊 According to SHRM, 70% of large employers are now integrating AI into recruitment to reduce time-to-hire and improve applicant quality.

Strategy 7. Audit and Evolve Your Employer Brand Regularly

Your approach to employer branding shouldn't be static. Quarterly checks on your image and reputation will help your brand stay relevant.

Audit your brand by:

  • Gathering anecdotal feedback from potential candidates and recruiters
  • Reviewing application data to identify drops or boosts in applicant tracking
  • Compared with peer benchmarks like Stahl Recruiting or Andrew Stahl's work in branding in rail recruitment

🛤 A rebranding case study from Australia revealed that most rail companies lacked a distinct external identity, making it hard to compete with private-sector engineering firms.

Who are the top 10 rail companies globally?

To show just how vast the rail industry is, a 2020 report by Railway Technology showed the top 10 rail companies by revenue as below. We also need to consider all of the suppliers and manufacturers behind every train; it is immense.

1. Deutsche Bahn – $48.12bn

2. SNCF – $38.43bn

3. Russian Railways – $32.91bn

4. Indian Railways – $26.2bn

5. BNSF Railway Company – $22.74bn

6. Union Pacific Corporation – $21.7bn

7. East Japan Railway Company – $18.44bn

8. Central Japan Railway Company – $13.12bn

9. CSX Corporation – $11.93bn

10. Canadian National Railway Company – $11.26bn

Final Thoughts

For railway industry employers, attracting and retaining exceptional talent means more than competitive pay.

It means showing up where your audience is, telling authentic stories, and maintaining a positive brand image both internally and externally.

From video storytelling tools like Vouch to inclusive internal messaging and AI-powered recruitment tech — every step helps you become an attractive employer and an employer of choice in the modern transport industry.

FAQs

What is employer branding in rail?

It's how railway employers present themselves to attract, engage, and retain potential employees.

Why is branding important in railway recruitment?

It boosts visibility, attracts high-calibre talent, and improves employee engagement and retention.

What tools help railway companies with employer branding?

Tools like Vouch, ATS platforms, and internal feedback systems.

How can rail companies attract younger talent?

Through outreach in schools, student programs, and social media content that shows modern, tech-driven career paths.

What role does community involvement play?

It strengthens your image as a positive employer and reinforces your local ties.

How often should you audit your employer brand?

At least every 6–12 months, especially after major workforce or economic shifts.

What makes a compelling EVP for railway jobs?

Focus on career growth, safety, professional development, and meaningful public service.

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