So once upon a time ago at the start of my entrepreneurial journey, I picked up a ton of courses on marketing, ads, people behavior, and funnels. I had to be as resourceful as possible to connect with customers since I couldn't afford conventional advertising. During that period I learned one of the most important concepts when you are trying to get people to buy into anything
and that was "If everyone is your customer, no one is your customer, If you're talking to everyone you arent talking to anyone."
About a week ago, I wrote a blog that encouraged operators to know their destination prior to starting a career. It is my belief you'll miss 100% of the baseballs you don't aim at. The same rules apply to recruiting.
It's a common practice in our industry to cast a wide net when searching for drivers. However, this approach can have mixed results. For example, if you were to advertise a driver opening on LinkedIn with a budget of $5,000, you could potentially reach 50,000 people. But how many of those viewers are actually interested in the job? And how many are qualified? It's important to aim your recruitment efforts at the right audience, rather than blindly swinging in the dark.
Therefore, it is recommended that Bus Operations aim their recruitment efforts at specific industries to build their pipeline. Here are 5 industries they should target.
If you've followed me for some time you know that I was a grocery clerk prior to driving. I had worked at a national supermarket chain, hopping between cashier and grocery bagger. I did this for 5 years and hovered between $5.40-$8.00 an hour. So when I was hired by MTA and jumped to $15.32 an hour, you could imagine the happiness that I felt with the pay increase.
💡 $18-$20 is not a "happy wage" for seasoned operators, but it is for people entering the industry and leaving retail👈🏾.
As you would expect I did not know anything about "professional driving" at that point but I knew everything about loving people and treating the customer right. I just needed to be taught how to steer.
The retail industry has taken a hit with the rise of online shopping, resulting in the closure or downsizing of well-known retailers like Kmart and Best Buy. As a result, many retail workers are transitioning to other similar positions due to the comfort of familiarity.
This is where the transportation industry can make a splash. Consider the facts:
When we hear the term "business admin", we often picture high-level executives driving fancy cars and playing golf during their lunch breaks. While those individuals do exist, they are not the majority. We are.
In fact, many of us - myself included - have side hustles to help make ends meet in today's economy. This is why industries like ridesharing and dog walking have experienced such rapid growth. With the rising cost of living, it's becoming increasingly common for individuals to have multiple streams of income.
The misconception that Grub Hub and Uber only employ college kids or full-time workers is far from the truth. These companies consist of everyday individuals with decent jobs, impressive income, and a straightforward career trajectory. However, in the current economic climate, individuals require more than just that. This is where the transportation industry can thrive and create new opportunities.
💡Think about this
The transportation industry has the potential to revolutionize the gig economy within its operations, but it requires a willingness to be creative and adapt. Gone are the days of rigid military-style employment, as the new generation seeks more control over their time. By offering flexible 2-3 hour shifts and highlighting competitive benefits, transportation companies can appeal directly to gig economy workers. Utilizing apps like Ecolane can make this process even more effective.
Auto mechanics have always been known for their love of getting their hands dirty, but the industry has changed significantly. In the past, simply being able to switch out a muffler was enough, but now mechanics may also need to have IT skills. With cars becoming more specialized and computer optimized, the role of the auto mechanic has been pushed to the background.
It's surprising to learn that the average auto tech only earns $15 an hour. On the other hand, driving allows you to sit comfortably in a nice uniform with air conditioning all day long. Additionally, we offer opportunities to work in our auto shops where you can earn up to $30 an hour. It's a win-win situation.
Moreover, obtaining a CDL class B license can open up opportunities for owning your own tow trucks and starting a side business. Transit can even provide the necessary funding to kickstart your own auto shop. It's a great way to turn your passion for cars into a profitable career.
Doesn't this sound a lot more direct than "now hiring awesome people"?
During my time as a bus driver in Arlington Virginia in 2020, I had the pleasure of driving through one of the most picturesque locations in the country. From waterways and trees to malls, airplanes, and government buildings, Arlington has it all, making it a photographer's paradise. However, my time there was short-lived, lasting only a month.
During that time, my passion was focused on starting my own business. Like many others in my generation, I valued the idea of being my own boss. It was easy to balance my job and my aspirations during training when I worked from 5 am-1 pm. However, I quickly realized that it was impossible to continue working on my business while on the extra list. ART became an obstacle that prevented me from pursuing my true desires. I had saved enough to take a leap of faith and support myself until my business could generate income. So, I made the tough decision to resign. This is a common issue in today's workforce - it's not that people don't want to work, but many jobs fail to understand the shifting mindset of workers and haven't provided infrastructure to harness it. This generation values individuality and autonomy, and the transportation industry must recognize and adapt to this change.
However, there are still many aspiring entrepreneurs out there who are searching for stable income to support their ventures. They just need a platform and a recruitment language(marketing!) that speaks directly to your ability to fill that need.
During my time in school, career days were a common occurrence where various industries came to introduce themselves to kids. However, even though the transportation industry is growing and offers a lucrative profession with unlimited growth potential, I can't recall ever seeing a transportation company there. This is a missed opportunity to showcase the benefits of driving a bus or paratransit vehicle, especially to kids under 22 who could make more money than most of the jobs they typically work.
It's important to acknowledge that the transportation industry has not done enough to educate young individuals on the lucrative opportunities available in driving a bus or paratransit vehicle. Instead, negative perceptions have been perpetuated by disgruntled drivers who have a larger reach. It's our responsibility to lead the discussion and showcase the benefits of a career in passenger transportation.
Recruiting is marketing. There are a ton of jobs available at the entry-level right now. A lot of people have the what. But it is ultimately up to us as an industry to give them a why, and in order to discover the why, we have to identify the who.
It's all connected.
Later Guys!