Go North West, part of the Go-Ahead Group, won the Recruitment and Retention Category award at yesterday’s UK Bus Awards for their Elite Driver Recruitment campaign.

They developed a fresh approach to recruitment and retention by changing perceptions of bus driving to attract new talent, making substantial investments in the entire recruitment process, involving their training academy, mentors, the recruitment team, a revamped six-week training course, successfully tripling the number of trainers.

Brighton & Hove Buses and Metrobus won the Culture Change award. Their winning submission dealt with investing in a variety of wholly dramatised full-day CPC courses, including one on understanding customer needs and expectations.

Martin Dean, Managing Director UK Regional Bus with the Go-Ahead Group, said “I am delighted that Go North West have won this prestigious award for their bold approach to recruitment and retention, ensuring a 600% increase in applications, seven times as many drivers in training, 80% of applicants new to the industry, and a tripling in the number of women drivers they previously employed – representing the communities we serve

He added: “I am equally delighted for the team at Brighton & Hove Buses and Metrobus for their culture change award. From the outset, colleagues are introduced to the company and the wide range of roles available, ensuring everyone’s valued. By celebrating the great work everyone in the depot and on the road undertakes, we are delighted to celebrate the positive impact this has on our customers.”