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De beroepsfederatie FBAA
In the breach for the bus
A bus in traffic, that's not an uncommon sight. Yet there is a structural shortage of bus drivers and the profession suffers from a serious image problem. That is why the Federatie van de Belgische Autobus- en Autocarondernemers (FBAA) brought us on board to do something about it.
Dual assignment
We were given a dual mission: in the long term, to improve the image of the profession and in the short term, to increase the number of applicants.
Barriers gone, opportunities ahead
Our main focus was on removing practical barriers in order to attract more applicants. To do this, we held several working sessions with employees and mapped out the pros and cons of the profession and the target groups. We discovered that each type of bus driver has its own 'perks': from the school bus driver/guardian angel to the coach driver/travel guide.
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Awareness and traffic campaign
Our awareness and traffic campaign made the bus driving profession more accessible and reached out to opportunities to discover it. With social posts and a landing page, we targeted young people, side hustlers and drivers from logistics.
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On the road to impact
At the same time, this campaign adjusts the image of the profession and thus functions in the long run. Now we are waiting for the first campaign results. With these, we will plot the route to the next stop.
Get in touch
Want to know more? Don’t hesitate. Let’s get in touch.
