Driving Force Releases Toolkit to Address Industry’s Driver Labor Shortage

Driving Force Releases Toolkit to Address Industry’s Driver Labor Shortage

Driving Force, a taskforce created by ABA’s Women in Buses Council to help address the driver shortage issue in the motorcoach industry, has released a Recruitment & Retention Toolkit to help motorcoach companies – small and large – attract and retain their most important asset: drivers.

“Even before the COVID pandemic shut down the industry last year, many companies were turning away jobs because they had a driver shortage,” said Erin Ducharme, ABA’s Women in Buses Chair and Finance director at Bloom Tour & Charter Services in Taunton, Mass. “Driving Force was created to help the entire industry and companies of all sizes to attract and retain drivers. This is an amazing industry and those who do drive will tell you there is no other job that allows you to see the country like this job. We wanted to share the joy of working for this industry with those who may be looking for a new career and help companies who don’t have an HR person still recruit great employees.”

The Toolkit is broken into two sections:


Elevator Pitch


Creating a Hiring Video

Crafting a Job Listing

Using Your Website

Posting Jobs on Social Media

Listing on Hiring Websites

Targeting New Segments

Getting the Word Out


Orientation and Onboarding

Assign Mentors

Develop an Employee Communication Plan

Provide Performance Feedback

Celebrate Success

Measure, Analyze, React & Repeat

The Toolkit is available to all motorcoach companies in the industry and can be accessed at buses.org/about/drivingforce

About Driving Force:

Created by the ABA's Women in Buses Council, Driving Force is a program designed to tackle the nationwide driver shortage by providing industry operators tips and tools to recruit and retain their most valuable asset: Drivers.  Watch this webinar to learn more. 

About the American Bus Association

The American Bus Association (ABA) is the trade organization of the intercity bus industry, with more than 1,000 motorcoach and tour company members in the United States and Canada. Its members operate charter, tour, regular route, airport express, special operations and contract services. Another 2,800 members are travel and tourism organizations and suppliers of bus products and services who work in partnership with the North American motorcoach industry.


Melanie Hinton, Vice President, Communications & Marketing, ABA
Office: (202) 218-7220
Email: .(JavaScript must be enabled to view this email address)