Background
The Ottawa Student Transportation Authority (OSTA) is responsible for all home-to-school transportation on behalf of the Ottawa-Carleton District School Board (OCDSB) and the Ottawa Catholic School Board (OCSB), servicing over 124,000 students across 227 schools.
Problem
In the fall, OSTA was short 130 drivers, leaving more than 9,000 students without rides to school despite having signed contracts with nine out of ten school bus operators. This shortage led to widespread frustration among parents and local politicians, prompting OSTA to explore innovative and rapid solutions to address the crisis.
The shortage of bus drivers was not a new issue but had reached a critical point by October 2023. OSTA reported that 258 bus runs were without a driver, causing a significant number of students to miss their regular school transportation. This situation forced many parents to find alternative ways to get their children to school, leading to increased personal costs and logistical challenges.
Efforts to hire new drivers were underway, but the process of training new recruits, which takes four to six weeks, meant that immediate relief was not in sight. The complexity of the hiring process, which includes interviews, driving tests, and medical checks, further delayed the onboarding of new drivers.
Solution
In response to the ongoing driver shortage, OSTA launched the “DriveYellow” recruitment campaign, a strategic initiative aimed at attracting new school bus drivers to address the critical deficit. This campaign became a cornerstone of OSTA’s efforts to solve the driver shortage and stabilize the school transportation system.
Key Elements of the DriveYellow Campaign:
Targeted Recruitment Efforts:
The DriveYellow campaign focused on reaching potential drivers through various channels, including digital advertising, radio and social media. The goal was to highlight the benefits of becoming a school bus driver, such as flexible working hours, competitive wages, and the opportunity to make a positive impact on the community.
Streamlined Application Process:
To expedite the hiring process, OSTA worked closely with the Ministry of Transportation to fast-track driver applications. This collaboration helped reduce the time between application submission and the start of training, allowing new drivers to begin their roles more quickly.
Enhanced Training Programs:
Recognizing the importance of thorough training, the DriveYellow campaign ensured that new recruits received comprehensive training within the shortest possible time frame. The training covered all necessary aspects, including driving skills, safety protocols, and route management.
Community Engagement and Support:
The campaign leveraged community support by encouraging parents, local businesses, and retired professionals to consider becoming school bus drivers. OSTA also engaged with local media to raise awareness about the campaign and the critical need for drivers.
Results
The DriveYellow campaign yielded significant results in a relatively short period. By May 2024, OSTA had successfully hired and trained enough drivers to eliminate long-term cancellations of any bus runs. The overall stability of the school transportation system improved markedly.
From October 14, 2023 to May 31, 2024 the campaign received 493 applications, elevating the shortage of 130 drivers to zero. The proactive approach of the DriveYellow campaign ensured that OSTA could continue to chip away at the remaining shortage, ultimately providing more reliable transportation solutions for students.
The DriveYellow campaign will continue throughout summer 2024 with the aim to recruit additional drivers for the upcoming school year, ensuring that OSTA will be better prepared to meet future transportation demands.
If you or anyone you know is interested in making a tremendous difference in the community by becoming a school bus driver, please visit DriveYellow.ca and join the DriveYellow campaign.
