YouTube: the answer to industry recruitment issues?

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The rise of the vlogging bus driver on YouTube channels may be just what the bus industry needs to attract younger driving staff. Richard Sharman takes a look at how popular these bus driver channels are becoming

We will soon be in the 2020s and the bus industry is changing; many operators now have contactless ticket machines and vehicle tracking, and an increasing number are investing in electric vehicles. But one thing that has not changed much is the driver recruitment process.

Advertising online, recruitment days and adverts on vehicles are all common methods the industry uses to recruit driving staff. As the workforce grows older, something needs to change. Bus driving needs to become a job that people want to do again, and the industry needs to attract younger staff. It seems that in terms of graduates it is succeeding, but driving staff-wise there is still much to be done.

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