what if money isn't the key driver?

On my way to the pub last weekend, my mate asked me how work was going.

I mentioned the bus driver crisis and that we'd recently finished a number of driver recruitment campaigns, saying that bus companies were offering a starting salary of £27k but were still struggling for numbers.

He was surprised at the remuneration, and considering the only qualification you require isn't academic, it's an understandable one.

Because the salary (and overtime potential) are so relatively attractive, highlighting it in any advertising campaign seems an obvious thing to do. But if companies are still nowhere near their recruitment targets following this approach, why not change tactics? 

If money isn't proving to be the carrot everyone thinks, then maybe we have to think a little differently. 

Perhaps not everyone's motivators are purely financial. 

Has anyone actually surveyed people to see what would tempt them behind the wheel eight hours a day? 

If you're unemployed or on significantly less than £27k then the money may well shine above everything else but if you're earning £35k there's no big appeal in dropping your salary. 

However, what may be appealing is...

Working closer to home. 

Having more flexibility to fit in with family life. 

Starting late so you can take the kids to school.

Talking to people on the same route every day 

The solitude of working on your own. 

The stability of working for a large, national company.

Starting early so you can pick the kids up after school.

Being able to drop your days from five to three as you're financially comfortable.

Being happy to earn less if the pros outweigh the single con.

...all of which can be applied to the role of a bus driver.

We've been involved in plenty of campaigns where money is the stand-out recruitment message but if it ain't working, maybe we have to consider more of the alternatives.