Hey bestie, struggling to find enough drivers to cover your routes? No cap, fam, these tips for appealing to the younger generations are straight fire. It gives…what shortage? You’ll be bussin’ once you give these tips a try.

No, you don’t have to be hip to the new lingo to strategize ways to connect with and recruit younger drivers. (Truth be told, my elder Millennial self isn’t even sure if I used the right slang up there. Apologies to any youngins who I have wronged with my poor attempt at sounding cool.)

The fact is, most of us are still trying to figure out how to get enough drivers on our team, let alone worry about their ages. But some k-12 transportation directors are specifically looking to draw in Gen Z and Millennials to their driver pool. But for those based in smaller, rural districts with little funding or resources, it can be an even bigger battle.

To help, School Bus Fleet tapped into the experiences from transportation directors and drivers around the country to compile their advice and insight. Take it from those who have success welcoming in drivers of all ages and learn their winning strategies!

Culture, Connection & Compensation

One common theme among younger generations is that they seek a strong culture in which all voices can be heard and valued. 

As much as they may love the job and the children they transport, they also want to be fairly compensated. Many Millennials still carry college debt and face a rough housing market, while Gen Z is working on building wealth and looking for stability in a turbulent economy with rapidly rising costs of living. 

“Successfully recruiting younger individuals requires an understanding of what matters to them and establishing meaningful connections,” said Saundra Matchette, marketing and hiring manager for Northstar Bus Lines in Maple Grove, Minn., and American Student Transportation in Blaine, Minn. “For instance, we currently employ several new mothers who appreciate the opportunity to bring their children to work, effectively reducing daycare expenses.”

Together, Matchette’s employers have about 500 drivers, with a diverse age range from 19 to the late 80s. In fact, 40% of the drivers at American and Northstar are under 40!

https://t.co/RzwGMWOoBX#schoolbusdriver#schoolbus#busdriver#schoolbuslife#yellowbus#bus#buslife#school#autobus#lightshow#custombus#safetypic.twitter.com/DTKT5af8QQ

— Northstar / American Student Transportation (@NorthstarAmeri1) April 1, 2022

On a recent NSTA podcast episode, Julius Caeser, director of recruiting for Cook-Illinois Corporation, referenced the option of flexibility. If someone can only commit to a morning shift, or only a p.m. shift, let them come aboard — especially if your district is still desperate for drivers of any age.

At Florence (Ariz.) Unified School District #1, Director of Transportation Shannon Weber knows that if the culture is positive and the team enjoys coming to work, they’ll tell others. “While this is sort of an ‘old school’ philosophy and additional things like competitive pay, engaging training exercises, aligning the right driver with the right route or trip, and paid days during student breaks improve the attraction. I truly believe the culture at work and having the tools you need to do the job well are key to attracting and retaining staff,” she said.

Miguel Rios, associate director of transportation & vehicle services, Austin (Texas) ISD, has implemented several measures of accountability to ensure that their drivers are treated with respect and supported in their roles. “My motto is that the most important part of my job is how I treat the people around me,” he said. “Creating a culture of excellence in terms of inclusivity, diversity, ethics, and professionalism is the foundation of any successful organization.”

Rios also encourages offering opportunities and incentives for promotion, job shadowing, and recommends getting creative with contests, celebrations, and collaboration.

“I started as a driver, was promoted to coordinator/trainer, safety supervisor, and operations supervisor for two of our terminals, and have served as associate director for the past seven years,” Rios added. “Many of our other supervisors have similar paths of promotion, and we are very proud to see our team members grow and mature to become promoted to higher positions in the department.”

Janet Ulrich, director of transportation at Aurora (Colo.) Public Schools, banks on bonuses, offering them for sign-on, longevity, and attendance.

Above all, realize that you may need to level-set with applicants and be realistic about what it’s like to drive a school bus, what the expectations are, and what the team is like. This saves you from onboarding someone, only for them to bail soon after they realize it’s not the best environment for them. Ask good questions and dig deep during interviews to make sure your offer will lead to mutual success.

Interviews are also the starting point to building a good relationship and rapport that you carry through into training. “We’re intentional in how we treat the applicant because the objective is we want you back, and we want you driving for us,” Caeser said in the podcast. “That’s our secret sauce right there.”

Where to Find Younger Drivers

Community Events

“Camaraderie is essential when working with younger generations,” Matchette said. She recommends organizing events and team-building activities to create a positive work environment. One of their own posters promoted a hiring fair and kiddie carnival with test drives on an electric bus, bounce house, games and prizes. It noted that applicants can bring their kids to work with them, receive flexible hours with no nights, weekends or holidays, and a sign-on bonus.

Job Fairs

As the new generation enters the workforce, many more are considering blue-collar careers compared to older Millennials. Vocational enrollment is on the rise, as is online searches for the term “blue collar jobs.”

Michael Henley, coordinator of transportation at Douglas County (Ga.) School System, advises attending job fairs with local community colleges and other partners to attract younger drivers. From his experience, more aspiring school bus drivers are at the community college, but job fairs with community partners tend to attract the best from both worlds.

The Douglas County School System has about 175 drivers between ages 25 and 84. Five drivers under 40 serve the Program for Exceptional Children, and 14 the general education programs.

Henley’s advice comes from personal experience. “I started driving a school bus when I was 18 years old,” he said. “It was the perfect job for me as a college student as it offered the right amount of flexibility and created a pipeline into school administration once I graduated. I trained for my CDL during a college break and scheduled my courses around my bus route. Although college students may only be able to offer a few years to the department, it assists with the immediate need and can turn into a lucrative career.”

Terry Scheerlinck, location manager for First Student, said that they do online career fairs through Indeed, as well as on-site events. And for interested applicants, they even offer test drives of school buses so they can feel first-hand what it would be like to drive, thereby removing the fear of the unknown.

Look Inside Your Own School

In Michigan, Penny Evert, transportation director for Whitehall District Schools, taps into her own. She recruits while driving sports trips, looking for student athletes being recruited at the community college. 

“I’ve also begun working on a project to have the high school counselors ID students who are level-headed and dependable who will not be headed to a college away from home, i.e., entering the workforce or staying at the local college,” she said. “I’m working to begin training them during their senior year, so that once they've reached 18 years old, they can take the testing required to obtain their CDL and complete the driving portion of their training.”

Molly McGee, executive director and CEO of the National Association for Pupil Transportation (NAPT), offers another idea: to send your transportation team to back-to-school education or special needs parent group meetings, and make a pitch to student’s parents looking for jobs. “Even if it doesn’t generate drivers directly, those parents are out there telling people the district is hiring, so it can be really good PR,” she said.

The Power of Marketing

You can’t overlook the power of social media. Use it as a tool to offer an inside look at what it’s like to be a school bus driver, talk about how rewarding it is as a career, and showcase how much fun the transportation team has together.

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A post shared by Orange County Public Schools (@ocps_official)

You may need to educate the audience on what it takes to be a school bus driver, such as what it looks like to get your CDL and what training is offered at your district. For those who may not be thinking of a blue-collar career, use popular platforms like TikTok, Instagram, Reddit, or podcasts, to reach new audiences. 

Ask your district’s marketing team to feature your drivers and try to reshape the perception of this role by making it fun and relatable. Tap into your current driver pool and find out who already actively uses these platforms and ask them to help recruit others by sharing a sneak peek at what they do (when it is safe to do so, of course; never while driving). Take it a step further and partner with local influencers if you’re extra ambitious.

If you have budget available, you can even run Google ad campaigns with keyword and geolocation targeting.

Henley reports that his district has used Facebook sponsored posts to attract drivers. 

How to Retain Younger Drivers

So, you’ve recruited them; now how do you keep your new drivers happy and make them want to stay?

Training Tips

Start off strong with training to fill in any gaps in their education and help them feel confident in embracing their new roles — especially operating large vehicles if they’re new CDL holders.

But remember: “Young people tend to be less tolerant of long, tedious training, thus I try to do shorter, more focused training activities that include some moving around and group activities,” Evert recommends.

To ensure that your younger drivers are successful, be sure to offer them training and resources to help them thrive in every aspect of their role. Because Gen Z specifically will be closer to the age of the students on the bus, with less experience to draw upon, they will need to be exceptionally mature and able to address issues onboard the bus. 

Consider a mentor program so they can learn tips and ask questions of their more experienced peers.

Don’t forget to acknowledge any of your drivers when they go above and beyond. Consider a peer recognition program or fun events and rewards to thank the drivers in your team.

Technology

Younger drivers not only are often technically savvy; they largely expect their jobs to be the same. They’re likely to be early adopters of the latest tools and apps to do their jobs, so if you’re not using much yet, consider asking this group for their input into selecting future solutions.

“We have found that our younger drivers are more likely to embrace and drive change since they have been required to adapt to change so frequently in their short lives,” Henley said. “They enjoy the additional professional development offered virtually, find it easy to utilize on-board tablets, and enjoy getting involved around our department.”

Expectation Management

Clear communication is critical to ensuring there is never a misunderstanding. The transportation director should offer regular check-ins and opportunities for feedback, questions, and professional development for drivers.

Don’t overlook concise, thorough documentation on policies and procedures.

John Fergerson, director of transportation at Klein (Texas) ISD, said: “I think bus drivers really want to be lead. They want to know what the rules are and what they can and can’t do. We put in clear definitions for that in our department.”

The golden rule at Fergerson’s district? Be kind.

Two Examples in Action

Kai Gold has been with Northstar Bus Lines for just over a year, starting at the age of 29. “I enjoy that every day is different and appreciate the opportunity to interact with children, playing a significant role in their daily experiences,” he said.

What initially attracted Gold to the job? “The large sign on the side of the road caught my attention. It seemed different, so I thought, why not?”

It’s proof that old techniques can still work!

Henry Bailey is the youngest driver at Evert’s Michigan district at just 21 years old. “He’s an excellent example of a level-headed young person who makes good decisions — he's a farm boy and has been driving tractors practically since he could walk,” she said. “He addresses student issues as they occur and knows most of the kids by name, even though he’s a sub. He recently was forced off the road by a pickup truck driver in his lane, using his cell phone behind the wheel! All the kids saw it coming and started screaming, but Henry responded perfectly by slowing quickly and pulling the bus completely off the road to avoid a head-on collision.”

Don’t Take Our Word for It: Feedback from 24 Drivers

To get a sense of what drew others to the job, School Bus Fleet tapped into several online forums and asked drivers directly what it is that made them want to drive the big yellow bus and what advice they have for districts. Here is what they said:

• “Our district sent out letters in kids take home papers about needing drivers and listed the pay and benefits. We had a huge response! Lots of drivers now.”

• “Im only 17 yrs old and I started going out to the bus garage and seeing things and doing small chores around there when I was a freshman I think it's all abt districts being open to letting students volunteer”

• “I had taken my kids to the public library and there was a table with 3 bus drivers trying to recruit new drivers. I decided to start driving because 1) They said I could have my kids with me, if I drove out the same center another driver could take them if I didn't get their school. 2) I would be off for the holidays with my kids 3) The long mid day break allows me to work on my side business, chores, or nap if needed.”

• “I started bus driving when I was 23 and I love it. The children are my best friends all ages. I started to be on my childrens schedule bc I'm a single mom. It was the best choice I ever made.” — Cheyenne, Harford County North Harford Schools

• “I’m 32 and the reason I started driving was so I could bring my kiddos with me. My little now 3 year old and my 8 year old. I wanted to spend as much time with them and work. I don’t have to pay childcare. My friend said I would be perfect for it and she was right. I love being a bus driver so much”

• “I started driving a school bus in 2019 at 25 but have held various non-CDL driving positions prior. I became a school bus driver for the flexible hours, and a chance to make a difference in the community I grew up in. I stay because of the bonds I’ve built with the students and the fulfillment that comes from being a steady part of their day. I hope to work here for at least 20 years to get full retirement, then possibly drive privately, acquire the CDL A, or maybe work towards a pilot's license.”

• “I'm 38 and in my 3rd year driving. I started for the insurance benefits and the ability to be off work the same time as my kids are out of school, as finding childcare right after 2020 was difficult. Drivers in my district are employed directly through the school board so we have the local education government insurance and retirement plans. My supervisor also stands up for us when parents get unreasonably rude or even threatening, and he also got his CDL with S endorsement to be able to fill in when we are short drivers. His willingness to "be in the trenches" with us to help fill the gap gives him the unique perspective of knowing how to support drivers (if only we could get all administrators at every school on board with this).”

• “I'm 37. I have only been driving 3 months. I have been a care taker for 21 years. I started driving because it pays more and I can take my kids with me. An idea would be, bus monitor on all buses. Drivers should focus on driving.”

• “I started because I wasn't sure what I wanted to do and I could work part time and make what I was making at Walmart at the time. Now I have kiddos and I love having the same schedule as them. Having a supportive transportation director is a must though.”

• “Me and most other young drivers use to be truck drivers. Quality of life, home time w family, a way to support our community.”

• “Started working in transportation 5 years ago at 18 as a bus driver, it definitely was a step in the right direction of me getting into working where I am now as a tractor trailer mechanic making a decent living”

• “I’m 35 and I love having the weekends and evenings off with my little girl. When she’s older and enrolled in the school district, she has the option of riding with me.”

• “My reasoning probably isn’t the ‘norm,’ but I decided to start driving for the district I did because they are rated one of the top schools in our state and you can only go to the schools if you live in the district. If I worked for the school district, my kids could go to the schools without me physically having to move! I love where I live, but the schools are not good. So this is the reason I chose to start driving! Along with the insurance and benefits. They are too notch compared to what we were paying with my husbands job. Our district also pays us yearly, so we get a salary year round instead of just when we are working. I’m 34 and this is my first year driving!”

• “I'm 23, been driving for 5 months now. I came from working retail, saw that my local bus yard was hiring with laid training. Figured that if bussing didn't work out, I'd still have a CDL to open new doors. Got my first route in August, and I absolutely love my students, they're (mostly) well behaved, and it's always entertaining to hear whatever it is they're talking about (it's different every trip)”

• “My district has a few under 40 folks (me included). We've even got a 19 year old training right now! Pay is good, PENSION is huge as you can't find them, schedule is great (no weekends or holidays unless you accept a trip), benefits if you need them...I came from 20 years of retail/ management and it is a world better!”

• “Since I've been young, I have been enamored by buses. After working in University Housing, I found an opportunity to take a free CDL class that I could get paid for if I got hired on as a bus driver. After I got hired, the training staff was extremely helpful and truly cared about us learning how to drive and be safe. The work culture here is phenomenal and I feel like I can be all parts of me (Gay, Black) and it's not out of place. I have good parents, good kids, good leadership and a fantastic monitor. It doesn't feel like work for me (mostly bc I legit love what I do).”

• “35 here. In my 8th year behind the wheel. Started driving because it was a decent gig that gave me the middle of the day and summers off. If you want to get more drivers, you need to increase the pay and make sure the benefits are good. You can make the same amount we do without the added stress of dealing with kids basically anywhere else. Gotta make it worthwhile ($$$).”

• “33 and i started driving in the spring ! i have 4 kids two that are only 2 and 5 ! i started driving because my husband works away a lot and child care would be more than it would be worth it making at a full time job and i can take my kids with me if i need ! i also love having the mid day to go to the gym and clean and meal prep at home and not have to work evenings weekends and holidays !”

• “I'm 33, driving 3 years and have a child in the district. I started driving for the extra income since I already work for our district. The bus garage has allowed me to put my daughter on a bus to her school from the garage and she rides back in the afternoon. I think this is awesome and should be a standard. For smaller kids I think there should be an on site daycare or something for during runs. I stay because I genuinely love it and the adventures I end up on. I believe our youngest drivers are 24 and they do amazing. Maybe having district bus driver advocates that speak at job fairs that are in that age bracket to draw in the younger crowd.”

• “I'm 33. I've been driving for 2 years. I have 2 kids aged 6 and 5 of my own. I left their father and moved to another state and had a friend suggest I apply to his job as a driver because the pay for us starting out is great and I would have the ability to take my own children on my bus anytime and it would make being a single mother easier in that aspect. Best decision I made. Starting pay was $39 and change. I stay and plan on staying for the time being because the pay seems worth it for a job that I personally consider easy as opposed to working a more physically demanding job for even less pay and way longer hours. I know my kiddos well, and I take advantage of all the charters and trips I can do that are fun, like six flags and the other amusement parks or anything in my own personal interests and I go in with the group and get on the rides etc. It's been a blast” (from a driver in Connecticut)

• "I love Kids so much. I am a bus driver in the morning and then afternoon and I do after school activity runs as well. I did have to write up a few students today, which I usually don’t like to do."

• “I'm 23, this is my second year driving I started at freshly 22! I am probably one of the youngest drivers at my yard. My reasoning was simple- both of my parents were bus drivers and I wanted to try my hand at it. A great selling piece my company offered was paid training, they couldn't stop me from applying even if they tried after I read that! I also love driving, and I knew obtaining my CDL was a goal of mine since I got out of High School. I love my job and the routine, I'm so happy I sent out that application and I wouldn't change it for the world.”

• “Tell all drivers this is the most portable job; anywhere you move they need drivers!” — Joyce, who began driving in 1976 after a 4-H leader encouraged her; 35 years later she is still driving at age 83

• “I am 46 been driving for 5 years but have a 10 year old. Something that would make driving a lot easier and take me from sub to regular status is getting my own child to and school safely. Our ‘walking’ school should be on a bus given the distance and roads they cross. If a district wants to retain you then working with drivers who have school age children should be a thing.”

• “How about us old folk with good ideas ? An on site nursery for those with little ones and a staging area for young school kids so drivers come to work drop off their kids and those old enough to take a bus to school get on there. Charge small fee to watch the kids and drivers can grab them during there break for lunch and stuff.”

Got anything else to add – or maybe you’re under 40 and in the student transportation industry yourself? Share your thoughts in the comments, and consider nominating for the next Trailblazer Awards! More information and the 2025 form will be posted soon. Want a notification so you don’t miss out? Email Executive Editor Amanda Huggett at amanda.huggett@bobit.com and ask for details.