Drivers wanted

BusVic is running a campaign to address a shortfall in bus driver numbers in Victoria

Drivers wanted
Drivers wanted

By Sean Muir | July 4, 2012

A shortage of bus drivers in Victorian has prompted a BusVic driver recruitment campaign aimed at stay-at-home parents, retrenched workers and workers tired of the daily grind.

Announcing the campaign at BusVic’s 2012 Maintenance Conference and Bus Expo at Moonee Ponds this week, BusVic Marketing manager Omega Howell says driver shortages are as much a part of the industry as bumpy roads, and an industry-wide approach is needed to address the problem.

"It is no news to any of you that when we talk about key issues that our members face, something that comes up over and over again is driver recruitment – how to get good drivers and how to keep them," Howell says.

"We also have the small matter of it being illegal to advertise without special dispensation for a particular gender or age, so we need to look at these profiles and work our ways we can attract those people and keep within the law."

The campaign, according to Howell, is aimed at attracting three primary segments of the population: people sick of working ‘nine-to five’ who want part-time or flexible work; stay-at-home parents who want to return to work but need flexible hours; and recently retrenched workers, looking for more stability.

"We began by scoping the attributes of the ideal candidate – what does the perfect bus driver look like?" Howell says.

"Who are these people?

"We settled on three main profiles of people we thought would be able to do the job and be good at it."

Howell says the ad campaign, which began on July 1, includes advertisements in regional and suburban newspapers, radio advertisements, and bus advertisements.

"We have an extensive print media campaign planned, and we are focussing on both regional and suburban newspapers, rather than the big papers," Howell says.

"By targeting these smaller publications we are able to achieve a much wider spread of coverage and we are getting the right eyeballs on our ads."

The advertisements point to a website – – where people interested in driving buses can punch in their postcodes for a list of operators in their areas looking for drivers.

The project is partnered by the Driver Education Centre of Australia (DECA).

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