Women Up Front earns Kinetic a finalist spot at Seek Star Awards 2024

Kinetic has been named a finalist for the 2024 Seek Star Awards, recognising its ‘Women Up Front – Trainee Bus Driver’ program in the Best Diversity, Equity and Inclusion Initiative category.

Launched in 2023, this flagship initiative increases workforce diversity by attracting more women and gender-diverse individuals into careers as bus drivers. In its first full year, Women Up Front recruited 140 women, and in 2024, that number more than doubled to 300.

The recognition highlights the success and ongoing efforts of Kinetic’s Talent Acquisition team, who not only launched the program but continuously evolve and improve it. 

Removing barriers to becoming a bus driver

Historically, becoming a bus driver required a heavy vehicle licence and industry experience. The Women Up Front – Trainee Bus Driver program breaks down these barriers by providing a free licence upgrade, a three-week induction, access to mentors, and a nationally recognised 12-month training qualification.

The program is a key part of Kinetic’s broader mission to achieve gender balance across its workforce by 2030.

“For many women, bus driving is not a career they would typically consider,” said Cath Newman, Kinetic’s Head of People Operations – Australia. “Our focus is to show that it’s a rewarding and viable option for anyone.”

Sourcing applications is a core focus of the program.

“Posting a standard job ad isn’t enough—it doesn’t address the fact that bus driving isn’t a traditional role for women.”

“We've built partnerships with different organisations, run social media and radio campaigns, and gone out to the press to reach out to more women.”

Since its inception, Women Up Front has welcomed hundreds of women from diverse industries, including retail, hospitality, hairdressing, and the care sector. “Often it’s those seeking a career change or re-entering the workforce,” she says.

“Their strong customer service skills strengthen our workforce and service delivery, while bus driving skills are taught on the job.”

Evolving and expanding Women Up Front

Kinetic continuously refines the program based on candidate and graduate feedback. A National Women’s Working Group was established to provide a platform for women to raise concerns and improvements, such as enhanced mentorship and a better balance between on-road and classroom training.

To support its growing workforce, Kinetic has also upgraded depot facilities, adding new bathrooms, free feminine hygiene products, and improved break areas. "That’s the kind of work needed to welcome more women," Newman said.

Building on its success in Australia, Women Up Front expanded to Kinetic’s New Zealand operations in late 2024. Meanwhile, Kinetic’s UK subsidiary, Go-Ahead, has launched Go-Ahead Women, inspired by the program, to encourage more women into the industry.

“I'm really proud that Australia has been able to start these initiatives, with this model replicated in other regions,” she said.

Kinetic’s Managing Director Australia, Matt Campbell, said he was proud of the collective effort driving the program’s success.

“Putting more women up front is a strategy embraced by all our leaders,” he said. “But it’s the outstanding effort and passion of our Talent Acquisition teams and Training teams who deliver this particular program on a daily basis, keeping it central to our daily focus.” 

A future of opportunity 

Women Up Front is changing lives. “Many participants start with nerves—some because they’ve never driven a large vehicle, others due to time out of the workforce or dissatisfaction with their previous job,” Cath says.

“When they graduate, there’s a real sense of pride and achievement—and it’s just amazing.”

Newman believes visibility will fuel further change. “The more women see others in the industry, the more will apply. Women Up Front, and similar programs, will become self-sustaining.”

As the program evolves, Kinetic is committed to supporting long-term career growth.

“We’re not just hiring--we want to see women thrive in their careers here,” she said.

“Some graduates have already progressed into supervisor and operations roles, and we’re exploring ways to encourage further career advancement.”

Kinetic is proud to be named a finalist alongside employers such as DXC Technology, BHP, Goodstart Early Learning, and Westpac Group.

“For us, we get our reward from seeing the impact of providing people with new jobs and opportunities. However external recognition like this is also really motivating.”

The winners of the Seek Star Awards 2024 will be announced on March 6.

Further enquiries

Loni Jeffs
Communications Specialist
loni.jeffs@wearekinetic.com