This month, UK Coach Operators Association Managing Director Peter Bradley looks at the challenging issue of recruiting coach drivers
In speaking to some UKCOA members recently, the issue of coach driver recruitment seems to have eased just a little. They are “just managing”, especially if cover is provided using office-based staff, typically for school runs.
However, this is the winter period where there are not so many coach hires, and work is just a little bit calmer. But spring is just around the corner and, if last year is anything to go by, the phone will start ringing just that little bit more often, and enquires will start coming in via your web comment page or email.
Critical situation
Last year, many coach operators were heard to say that, if it was not for the shortage of drivers, they could have covered so much more work. Many had vehicles sitting idle just because they did not have anyone to drive them. Others used all available staff with a PCV licence to drive, more often than they would have liked. One of our members spent the whole of August catching up on paperwork that he simply could not get done during the May to July rush, as he was out driving.
What can we do?
Firstly, make a proper assessment of exactly how many extra drivers you need. Full or part time? If it is the latter, which days are you the most short? There are some people out there who may only want to drive at certain times of the year, or during the day, so don’t be afraid to be specific with your requirements. You may get some surprises.
Secondly, when you have worked out what your requirements are, think about how to advertise. An advert in the local paper or trade magazine may work, but is this where prospective drivers are likely to look? What about using social media? Facebook, or even LinkedIn? There may be individuals looking for a career change who, until they read your offering, have not even considered driving. Then you must consider whether you have got the opportunity to train them if they do not have a PCV licence. If that is something you cannot offer, is there a fellow operator or agency that would train them on your behalf?
Depending on where you are located, word of mouth can also be effective. Let your team know you are on the lookout for drivers. Maybe offer a bonus to those who successfully introduce a new driver to your business, to make it worth their while.
Also, look at your remuneration. Money is important, but not necessarily everything that an individual is looking out for.
What are your facilities like? Does each driver have their own locker and somewhere decent to eat? This may seem all very basic, but it can be important and shows you care.
Holidays are another consideration; how much can they have, and what level of remuneration do they get while they are away? Increasingly, the traditional ways of viewing these issues are not necessarily what prospective employees are used to in other industries.
Developments coming
I appreciate that none of this is easy, and many will have tried these ideas without success.
We don’t have all the answers, and recruitment can be a hit and miss experience. However, it is something that the industry is going to have to get better at doing; a good proportion of existing coach drivers will be retiring in the next 10 years, and we need to make sure that there is a steady stream of new recruits to replace them.
UKCOA has set up a driver academy and there will be some exciting developments to announce in the next few weeks. Let’s make sure that we keep the whole question of driver recruitment as one of the key issues the industry needs to address, all year round.
