Swedish campaign aims to help find new bus drivers

Across Europe, the shortage of bus drivers is a widespread issue. Sweden is no different, facing the dual challenge of replacing an aging workforce while simultaneously expanding public transport. A new report from the Swedish Confederation of Transport Enterprises highlights that 8,100 bus drivers need to be recruited in the coming years in Sweden alone.

The national campaign features advertising in social media and various digital channels, including Sweden’s biggest newspaper. Numerous other initiatives are being pursued within the campaign’s framework. Physical advertisements will be placed in the subway and buses in the Stockholm region. Supporting activities include quizzes and short films about working as a bus driver.

One problem identified in the many pre-interviews conducted at the campaign’s start was the variety of pathways to becoming a bus driver, which depend on current employment status and location in Sweden. Additionally, information is highly decentralised, making it difficult to find bus driver training.

To lower the hurdles and make it easier to become a bus driver, the campaign website features a form where those interested can provide information about their current occupation and location. The following workday, they receive a response about possible bus driver training and guidance on how to proceed.

The campaign is set to run throughout 2024 and into the first half of 2025.

“After the elections to the European Parliament, we need to strengthen our advocacy focusing to lower the age for bus and coach drivers and to exempt the 50 kilometer limitation for young bus and coach drivers. But we also need to get both young and senior people to see the sector – that’s one of the aims of the campaign” Anna Grönlund concludes.