NEWS
BUSWAYS’ ADELAIDE METRO SUCCESS NSW-BASED bus operator Busways has successfully transitioned its new Adelaide Metro workforce, using a ‘digital employee engagement’ app strategy to help overcome the challenges of the current pandemic, it explains. By using a clever ‘social media’ technology, Busways adapted its interstate approach to move smoothly into its new Adelaide Metro contract’s two depots and welcome 215 new employees to the existing Busways 1,500+ workforce. The company was selected by the South Australian government on March 11, 2020 to begin operating services for the Adelaide Outer South contract on July 5; the only new market entrant appointed in two tranches of bus contract tenders, it explains. After 77 years of service in New South Wales it was the company’s first interstate expansion and made Busways’ Australia’s largest privately owned bus operator, it confirms. Throw state border closures and physical distancing rules into the mix and Busways had to get creative about employee engagement to achieve a successful workforce transition, it says. Managing director Byron Rowe explains that Busways’ primary focus 8
to uplift quality in service delivery depended on engaging the existing workforce to support and prepare them to embrace change. “Over the past few months, we have fundamentally been changing almost every operational aspect and process, which is ultimately resulting in a fleet that is cleaner, quieter and more reliable,” Rowe said. “Change is not easy, but employees that are more engaged, better trained and kept informed about what the company is doing deal with the transitioning process much better. “It’s important to me that every Busways employee has opportunities to discuss, challenge and ask questions about Busways and what we’re currently working towards. “Communication is something we are continuously finding better ways to do,” Rowe added.
MANAGING COMMUNICATIONS The rollout in early 2020 of a new employee communication app to Busways’ NSW workforce was spearheaded by Busways head of marketing and communications Donna Frith. “It has always been a challenge to easily reach our frontline drivers, mechanics, cleaners and yard staff
Above: “Change is not easy, but employees that are more engaged, better trained and kept informed about what the company is doing deal with the transitioning process much better,” said Rowe (pictured right). Below: Employee using Blink.
who make up about 90 per cent of our team overall,” Frith stated. “We needed an app built specifically for remote workers and we found that in Blink, which works for mobile and desktop and mimics the usability of other social media platforms, meaning the user learning curve was minimal,” she added. The new platform proved instrumental in managing communications for the interstate transition, according to Busways. The company had four months to engage, recruit and ‘onboard’ the incumbent Adelaide workforce before commencing operations, it says.
“Over the past few months, we have fundamentally been changing almost every operational aspect and process.”
ABC November 2020 busnews.com.au
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17/11/2020 1:14:52 PM
