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Tech-Forward Approach to Staffing

By: Tony Corpin

7 July 2025 at 17:59

Many school transportation operators I have spoken with lately continue to struggle with finding qualified school bus drivers, mechanics and fleet managers. But how are they marketing themselves?

Are we simply being out-marketed by other companies and industries that are seeking candidates in the same job categories? How do you compete against corporate giants like Amazon and Walmart for talent? Marketing to qualified candidates seeking jobs in 2025 demands forward-thinking. Social media platforms like TikTok (if your district allows it), YouTube Shorts, Facebook and Instagram continue to gain traction and popularity, and both offer paid and free opportunities.

Executing a paid media strategy allows you to fine tune your target audience within your hyperlocal community, using geographic and demographic data like relevant job titles, certifications (CDL holders) or interest groups to reach key candidates. That could be retirees looking for meaningful part-time work, a stay-at-home parent wanting mid-day flexibility in their schedule, military veterans with transferable logistics skills, or gig economy workers seeking stability.

My suggestion is to build a thoughtful and authentic content strategy. The team of school transportation professionals that work in your operation are your biggest assets. Those individuals can share stories of why your district or company is a great place to work. It’s word of mouth amplified to the Nth degree. Consider that a video can be used on your website, email and on social media platforms.

Making video clips of team members sharing experiences like a day-in-the-life showcases typical responsibilities of a bus driver or mechanic and gives prospects a realistic and relatable perspective. Testimonials are very powerful, too. Interviews or stories from current employees on job satisfaction, work-life balance and company culture make a real impact. Also, short form reels are great for quick engaging clips of team camaraderie, well-maintained buses, or “behind-the-scenes” fun.

Audience engagement is important for this type of campaign to work. Use ideas like behind-the-scenes tours highlighting facilities, buses, workshops or training areas to reduce job apprehension. Host an interactive Q&A session with HR or current employees to answer applicant questions in real time.

Prospective employees don’t just evaluate your fleet. They evaluate your investment in the overall experience you are demonstrating. That includes newer buses, modern GPS and routing software, and digital tools that streamline daily operations. These can be big selling points to a prospective employee.

Hiring the right people is just the beginning. Retaining them and helping them thrive requires consistent leadership, strategic investment and a culture that blends human empathy with technological support.

Once you’ve built your team, keeping them engaged is key. Many departments now use mobile apps and communication platforms to interact with staff in real time sending schedule updates, reminders and even recognition messages.

An emerging trend is the use of AI to track performance metrics like on-time arrivals, safety records or attendance to trigger personalized recognition or feedback. These tools make appreciation immediate, meaningful and data informed.

Competitive pay is still essential but so is a benefits package that reflects the real lives of employees. Districts offering flexible schedules, retention bonuses and easy-to-access benefits dashboards are seeing greater success in retaining drivers and technicians.

Some districts are providing monthly meals, wellness perks and even transportation specific, career development plans to deepen loyalty and satisfaction.

Positive reinforcement remains one of the most powerful tools for retention. From digital shout-outs to monthly awards, recognition programs create a culture of appreciation. Add ongoing professional development, mentorship and AI-driven training, and you’ve built a workplace people don’t want to leave.

And let’s not forget safety, as recognizing employees can result in a positive impact on performance and morale. Whether through improved communication, fewer accidents or higher job satisfaction, a valued employee is a safer, more committed one. As the world evolves, leaders in school transportation have a chance to embrace change while adjusting to the new standards and norms team members and prospective employees expect.

Editor’s Note: As reprinted in the June 2025 issue of School Transportation News.

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Transportation Collaboration

School Transportation News

By: Tony Corpin

2 June 2025 at 20:38

STN EXPO East in March was quite the whirlwind. This year’s conference and trade show in North Carolina represented a new frontier on the East Coast, with nearly 95 percent of attendees participating at their first STN EXPO. With such a fresh and engaged audience, it was the perfect opportunity to foster more meaningful dialogue, share insights and strengthen collaboration.

A cornerstone of the networking is the Transportation Director Summit, a leadership-focused, two-day event tailored to industry decision-makers. This exercise shares ideas, identifies emerging challenges and charts the course forward for their organizations.

I facilitated the opening discussion that centered on a crowdsourced survey, which captured the pulse of current trends, operational challenges and procurement needs. The survey data highlighted a clear hierarchy of purchasing trends. Topping the list were cellular, radio
and communication systems, Type C and D buses, video security systems, student ridership verification/RFID/ parent communication apps, cleaner diesel buses, and fleet management and safety products.

I kicked off the TD Summit discussion with a question: “What is your biggest challenge for the upcoming school year?” Common themes quickly emerged—chief among them were staffing shortages and retention, illegal passing and student behavior on board school buses. These concerns underscore the need for comprehensive solutions that address both operational efficiency and safety.

Another topic of discussion was fuel choice and the transition to cleaner energy options. According to the survey results, fleet compositions are increasingly diverse: “Clean” diesel (88 percent), gasoline (55 percent), propane(31 percent), electric (29 percent), biodiesel (19 percent), and CNG (1 percent). Many transportation leaders expressed a commitment to exploring or expanding their use of greener, near-zero or zero-emission vehicles.

This shift is driven in part by federal and state environmental regulations from the EPA and California Air Resources Board. While the pace of adoption may vary, the trend toward sustainability is unmistakable. Forty-seven percent of survey respondents said their operations had applied or planned to apply for funding through the EPA Clean School Bus Program, while 39 percent had not, and 14 percent were still considering it.

Cabarrus County Schools purchased two electric school buses utilizing Volkswagen Mitigation Trust funds through the North Carolina Department of Public Instruction. “They have been a great addition to our fleet, and we are planning to add four more utilizing the EPA Clean School Bus funding,” shared Transportation Director Art Whittaker.

Sponsor participation from school bus OEMs, infrastructure providers, and CNG technology experts further enriched the conversation with insights offering valuable context to attendees evaluating the sustainable solutions that best align with their unique operational needs.

When asked for their top safety concerns, attendees overwhelmingly cited driver and student safety. Increased violence against school bus drivers as well as rising incidents of student conflict, are prompting discussions about how to enhance onboard security via technology.

A particularly alarming trend is the estimated 45.2 million illegal passing violations nationwide occurring during the 2023-2024 school year, according to the National Association of State Directors of Pupil Transportation Services.

“We have focused on a public awareness campaign to make drivers more aware of the dangers of passing a school bus to improve student safety,” said Nicole Portee, associate superintendent of Charlotte Mecklenburg Schools. “The next step is considering advanced technology to address the issue.”

Finally, I asked attendees about their routing and scheduling challenges. Unsurprisingly, the feedback pointed to optimization and efficiency, particularly in the context of staffing shortages. The industry is witnessing a rise in the use of multi-modal transportation and alternative service providers, as districts and contractors adapt to workforce constraints and evolving student needs.

Transportation leaders’ responsibilities are vast, but so are the support network available through collaborative forums like the STN EXPO. TD Summit provides a secure and empowering environment, where peers openly share their struggles, brainstorm solutions and leave with actionable ideas to implement at home.

Our collective mission is to continuously improve the safety, sustainability and efficiency of student transportation. I invite you to continue the conversation and join us for the STN EXPO West in Reno, Nevada, July 11–16. Together, we can keep moving the industry forward.

Editor’s Note: As reprinted in the May 2025 issue of School Transportation News.

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Building an Elite School Transportation Team

School Transportation News

By: Tony Corpin

5 May 2025 at 20:17

Building a top-performing team in school transportation requires a strategic mix of
leadership, collaboration and strong organizational culture. Legendary NFL coach Vince Lombardi once said, “Individual commitment to a group effort—that is what makes a team work. This philosophy is especially relevant in school transportation. Each member plays a critical role in ensuring the safe and efficient movement of students.

At the core of every successful school transportation team is a well-defined mission. The leader must articulate a vision that inspires and aligns every member. Without a shared purpose, efforts become fragmented. Leading by example, fostering open communication, and encouraging a culture of collaboration are crucial for success. I recommend emphasizing the importance of setting clear expectations and continuously motivating teams to excel. Leaders must not only define them vision but also embody it through their actions.

“Trust is a two-way street,” said executive coach, former STN keynote speaker, and author Stacey Hanke. Her book “Influence Elevated” explains that a leader with elevated influence is someone their team feels it can trust. The inverse also applies to leaders who aren’t trusted. Hanke’s research and surveys show trust is what employees crave.

Hiring and retaining the right talent is key for any organization. An effective transportation team starts with individuals who align with the organization’s values. Staffing shortages are a common challenge, but prioritizing teamwork and cultural fit during recruitment helps in building a resilient team.

Workforce development opportunities, such as attending STN EXPO, the Transportation Director Summit, or other professional development, enhance team cohesion and performance. Investing in training and networking shows employees their leaders are committed to team growth.

The foundation of a strong team is vitally important, especially with the evolving nature of teams in a rapidly changing world. While diversity, digitalization and agility shape modern teams, the fundamental principles of teamwork remain unchanged.

Last year at STN EXPO West in Reno, Nevada, we hosted the Top Transportation Teams awards presented by Transfinder. During the general session facilitated by Transfinder CEO Antonio Civitella, the panelists agreed that winning the award validated their teams’ efforts throughout the year to adhere to district and department values, encourage each other, and provide stellar service to their communities and students.

Our very own Claudia Newton captured how the awards made each leader feel and what it meant to their teams to be recognized.

I want them to feel that pride,” said Todd Livesay, director of transportation for Franklin Township Community School Corporation in Indiana. “It’s such a huge validation.”

D’Allah Laffoon, transportation supervisor for Waterloo Central School District in New York, said the implementation of a new field trip process took a little adjusting but became a success with staff input.

School bus contractor Palmer Bus Service moved from a yearly to a monthly bonus structure to better appreciate the significant jobs school bus drivers do, shared Trace Johnson, the company’s director of school bus technologies.

Both public and private recognition helps boost morale at Franklin Township. “Your people will feel it,” Livesay said, adding that being a leaders means more than simply raising wages. It’s about making the workplace desirable and getting to know each driver.

“Some days are not going to be great, but when you have those great days, celebrate them,” noted Civitella. Recognition plays a pivotal role in maintaining morale and motivation. Acknowledging achievements, whether through formal awards like the Top Transportation Teams Awards program or simple gestures, strengthens team loyalty.

Civitella encouraged school transportation leaders to identify small but meaningful ways to improve workplace culture.

Nominate your school district or bus contractor as a Top Transportation Team by completing the forms at toptransportationteams.com no later than by May 16.

Creating a top-tier school transportation team is an ongoing process that requires intentional leadership, trust and a commitment to excellence. By fostering a culture of collaboration, investing in team development, and recognizing contributions, transportation leaders can build an environment where employees feel valued, motivated and empowered to perform at their best.

The key to student transportation success is not just managing logistics. It’s in building a team that works toward a common goal. Just like Coach Lombardi said.

Editor’s Note: As reprinted in the April 2025 issue of School Transportation News.

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