I am the first to acknowledge that promoting the role of women in our sector is not a new thing. In 1974, Jill Viner was the first woman to drive a bus in operation in London, and in my mind’s eye I can still see the famous London Transport advert of 1980, Who needs women drivers…
However, despite 50 years of dedicated effort, we really do still have a long way to go.
With staff shortages unlikely to ease soon, social value being a major factor in buyers’ decision making, and a realisation of the benefits for businesses in reflecting the communities they serve, it was an easy choice to become involved in the Women in Bus and Coach (WiBC) initiative.
It was obvious that there are some big wins to be had for all the sector’s stakeholders. One of the key objectives of WiBC is to help operators to make employment in our industry an attractive proposition for women – and for everyone else.
Our research hammers home that there are still many manageable barriers to women choosing to work in our sector. But with some minor adjustments, these limitations can often be quickly removed with little cost. To understand what they are takes effort and empathy – as well as a little bit of guidance, which is where WiBC can support you.
Firstly, you could look at the culture in your business. We may not think it to be ‘macho’ but take a closer view. “It’s just banter…” – but does the language used (verbal and body), and the attitudes displayed in your business, really reflect modern expectations?
Women can often view their personal safety from a different perspective to male colleagues, and a ‘tough’ attitude from others may be seen as intimidating and uncomfortable. And guess what? Some of your male staff may not like that culture either, but the same ‘culture’ prevents them from speaking out about it.
If you want people who work in your business to be happy and thus productive, it is for you to drive a culture that welcomes and works for everyone.
Having empathy is vital, so make your business entirely suitable for women employees too. Many things can be small employment deterrents – but collectively, they are a reason to leave a job.
They are often quite easily fixed. Are your washroom facilities fit for purpose and good enough for your staff to feel fresh and clean? Do your working patterns and rotas ensure that women have access to toilet facilities while on the road?
Keeping hydrated is vital for concentration and wellbeing. Likewise, if a woman has her period, it can be massively stressful unless access to remote bathroom facilities is identified and made available.
Do you offer uniform that is tailored specifically for women? We are all aware that looking smart engenders confidence, self-respect, and a positive attitude, so do what you can to make all your team proud to wear your colours.
These are just examples of some small changes. But employees who are comfortable in their clothes, smart, confident, well hydrated, not carrying unnecessary worries, and feeling safe, will typically deliver better customer service, and have a lower accident rate and – importantly – a longer length of service.
With that, you are now on the road to some of the above-noted big wins for all the sector’s stakeholders.
The Women in Bus and Coach initiative can help you to help your business. To find out more, get in touch.
