Tuesday 28 April 2026

The Best Drivers We Have and Why We Almost Never Hired Them

The transport industry is facing a growing driver shortage, yet most operators are still recruiting the same way they always have, reaching the same people they always have. At Transdev, we decided to change that. By introducing social media recruitment and a more intentional approach to employer branding, rethinking how we show up through imagery, messaging, and targeting, we created a measurable shift in who applied for our jobs. Without changing a single requirement in the job description. In this session, Susanna Ask, with a background in commercial roles within the medtech industry before moving into HR, shares how Transdev built the business case for a broader recruitment strategy, what changed in practice, and what the results tell us about the future of talent supply in an industry that can no longer afford to fish in a small pond.