Attracting and retaining skilled professionals are of paramount concern to the bus industry. This industry employs approximately 90,000 individuals. Of these, 68% or 53,000 are employed in the capacity of bus operator with 7% or 5,400 as mechanics and maintenance staff. Forty percent (40%) of bus operators are between age 45-64, suggesting that more than one-third will be heading into retirement over the next ten years. Urban transit and inter-city carriers like most other related industries are experiencing labour shortages in acquiring qualified mechanics and maintenance staff while colleges report declining enrolment in apprenticeship programs for these professions.
The MCPCC has undertaken a focused approach to career awareness to attract the youth market, namely age 18-25. The campaign is fun, innovative, and interesting and will pique interest in those qualified candidates who are considering new career choices.
The program consists of in-bus advertising, radio and television spots, school packages, posters, brochures and website.