Abstract
This report provides a guidebook that addresses contemporary issues in workforce development, retention, and attraction, and public transportation image management. It provides practical tools to transit agencies on a variety of workforce issues including workforce strategies that enhance organizational processes, performance metrics to evaluate the impact of workforce strategies, image management techniques that improve perceptions of the public transportation industry, and benchmarking processes that allow for continuous organizational improvement. The guidebook is separated into modules that may be used independently or together in the form of the fully integrated guidebook. (Author/publisher)