Bravo Transport Services is the parent of Hong Kong operator Citybus, for which Ascendal Group is operating partner. It has struck a different chord to recruitment and retention of 5,000 colleagues. Our approach? Inspiration, inclusivity, and empowerment.
Bravo’s vision – Inspiring people to love public transport – is not just a phrase on a poster. It is woven into all our activities, including driver recruitment and retention strategies.
Competitive pay is essential, but we understand how that is just the first stage when it comes to being an attractive employer. That is why, instead of simply looking at drivers as operators, we have chosen to create a culture of respect and appreciation.
Gone are the days of drivers merely steering metal boxes. Some of our initiatives, like the Bus Captain of the Year award, elevate them to key players in urban mobility, celebrating their skills and recognising their impact.
Similarly, our Connecting People and our City campaign, which featured team members on the backs of our buses, served as a powerful visual testament, fostering a sense of belonging and showcasing the impact that bus drivers and our staff have on the city’s rhythm. Bravo wanted to ensure that this messaging reached not only members of our operation, but all Hong Kong citizens.
Additionally, investment in comfortable facilities and flexible scheduling options, like part-time contracts, became valuable additions, demonstrating a thoughtful approach to employees’ practical needs.
Furthermore, Bravo extended maternity leave and introduced paternity leave – a commitment to work-life balance that resonated with aspiring parents and opened the world of transport to many newcomers.
Because of this, recruitment became a vibrant collaboration. Bravo started targeting previously overlooked communities to expand the team and enrich the experience.
Collaboration with religious organisations and media campaigns tailored to specific demographics, for example, ensured that our reach increased considerably in a more diverse environment.
In the face of that, Bravo decided to streamline its recruitment processes. It allocated dedicated teams and expedited the training process, eliminating unnecessary delays and ensuring that aspiring drivers and employees joined the team seamlessly.
The results of these initiatives were astonishing. In a climate where empty seats seemed inevitable, Citybus not only retained its existing workforce but reduced its shortage from 180 drivers to 41 within a year.
This was not just about filling seats; it was about composing a new chapter for the organisation, one where drivers and staff feel valued, respected, and integral to the city’s pulse.
By actively highlighting our positive work culture, career advancement opportunities, and the impact that drivers have on communities, Bravo became the industry leader among employers, attracting talent eager to contribute and grow.
But the journey continues. Understanding unique challenges, targeting specific demographics, and fostering a supportive, inclusive environment are essential elements in this new composition. It is key to leverage technology and data to optimise processes, as well as track the effectiveness of the different measures to ensure that progress never falters.
Transport organisations need to look at recruitment issues holistically. We must understand that to attract the right talent, it is key to create a workplace where employees feel valued, engaged, and proud to contribute to their communities.
The road ahead may be challenging, but our experience at Bravo so far has shown that with the right approach, navigating the driver shortage is not only possible, but can be a path to build a more sustainable and successful future for the industry – one where love for public transport echoes loudly and proudly through cities.
About the author
Adam Leishman is CEO of Bravo Transport Services. He is also Executive Chairman and Founder of Ascendal Group.
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