Newport Transport / FlixBus case study: a predictable hiring engine for bus & coach drivers

The challenge

Newport Transport / FlixBus is a medium-sized transport operator based in Newport, Wales, delivering vital local bus services and coach services under the FlixBus brand. Like many transport operators, the business depends on having the right people in place—reliable drivers with the right mindset—because staffing quality directly impacts service reliability, customer experience, and team morale.

Before working with McRoberts, Newport Transport faced a familiar but serious combination of challenges: high churn, retention issues, inconsistent candidate quality, and not enough volume through the pipeline. Vacancies were hard to fill consistently, and hiring teams were at risk of spending time on candidates who weren’t a fit or didn’t follow through.

What they needed wasn’t simply “more applicants.” They needed a system that delivered a high volume of quality candidates, predictably, while improving conversion to hire and supporting longer-term retention.

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What success looked like

Success for Newport Transport / FlixBus was defined by outcomes that matter operationally:

• A consistently high volume of quality candidates
• Strong conversion from application to hire (and fewer wasted interviews)
• A sensible cost per hire
• Better hiring rates and, over time, reduced churn / improved retention

In short: hiring at volume, without compromising on quality, and moving away from constant recruitment pressure.

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Our approach

McRoberts applied performance recruitment marketing to high-volume driver hiring, combining a clear employer story with structured screening and automation. The goal was to build a predictable engine for three priority streams:

• Trainee bus drivers
• PCV bus drivers
• Coach drivers (FlixBus)

We focused on three principles:

1. Role-specific employer value propositions that attract the right people
2. Rich content and proof (especially video) to build trust and self-selection
3. A structured, automated funnel that protects quality and reduces drop-off

What we delivered

To make hiring consistent and scalable, McRoberts implemented an end-to-end system across attraction, conversion, screening and scheduling.

1) Role-specific EVP development (bus, coach and trainee)

 We developed employer value propositions tailored to each role type. Messaging focused on the real reasons candidates choose Newport Transport / FlixBus—such as vehicle quality, depot culture and shift patterns—so the right candidates felt confident applying and the wrong candidates filtered themselves out early.

2) Original on-site filming and high-performing creative

 We visited the business to film high-quality original video content: drivers speaking to camera alongside engaging cutaway footage. This content improved performance across all touchpoints by increasing credibility, clarifying role expectations, and creating a stronger emotional connection than generic job ads.

3) Multi-channel recruitment campaigns

 We created and managed recruitment advertising across key channels, including social media, search engines and job boards—using channel expertise to reach the right audiences and drive consistent flow. Campaigns were monitored and optimised continuously to improve quality and conversion, not just click volume.

4) High-converting landing pages

 Candidates were directed to targeted landing pages designed to drive action and improve fit. Pages included:

• Clear proposition messaging
• Driver quotes and testimonials
• Video content
• An application flow designed to reduce drop-off
•  We also tested and refined propositions based on performance.

5) Structured screening to protect quality

 Applicants moved through a screening process that assessed:

• Mindset and soft skills
• Practical fit (including commute time)
• Role expectations and manager expectations
•  This ensured hiring managers saw only candidates who matched the standard.

6) Automation, re-engagement and interview scheduling

 Where candidates dropped out, McRoberts re-engaged them via automated email and SMS. Candidates who met criteria could schedule their interview—helping filter for intent and reducing wasted interview slots. Automated reminders made attendance higher, while easy rescheduling reduced no-shows and protected internal team time.

7) A free ATS to run the process end-to-end

 Newport Transport did not have an applicant tracking system, so McRoberts provided a free ATS to manage candidates through the hiring journey. This created structure, visibility and consistency—improving follow-up and making high-volume recruitment manageable.

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Results

Over a two-year partnership, Newport Transport / FlixBus has achieved hiring volumes higher than ever before. McRoberts typically delivers around 10 hires per month, with up to 20 hires in peak months, across bus and coach roles.

Just as importantly, Newport Transport values the quality of candidates coming through the funnel—reducing wasted time and improving hiring confidence. The long-term aim is also improved retention through stronger fit, clearer expectation-setting, and better screening.

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Why it worked

This programme worked because it combined what most hiring efforts miss:

• Strong messaging and proof (role-specific EVP + real driver video content)
• Screening for fit and reliability (including commute time and mindset)
• Automation to reduce drop-off and admin
• A structured system (ATS + scheduling + reminders) that protects internal team time
• A partnership approach built on responsiveness: acting quickly, adapting quickly, and improving continuously

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What this enabled next

With predictable hiring in place, Newport Transport / FlixBus can plan with more confidence and reduce operational pressure from vacancies. The partnership is now expanding beyond hiring into retention, exploring a retention intelligence platform to further reduce churn and stabilise staffing long-term.