Ruf Lanz: VBZ personnel campaign a success
Since Verkehrsbetriebe Zürich began recruiting women as streetcar drivers with a clear strategy, concrete goals and pointed communication, the number of women in the cockpits has increased markedly.
The most recent personnel campaign of the long-standing VBZ agency Ruf Lanz was aimed specifically at career changers from industries with irregular working hours and customer contact, for example bright bakers or nimble waitresses (Werbewoche.ch reported). Because in the driver's cabs, VBZ needs no fewer than 120 new drivers per year.
Jörg Buckmann, Head of Human Resources Management at VBZ, says: "The labor market is 45 percent female, and there is potential there. So we address women directly with targeted campaigns."
The lateral entry campaign for women has been successful, as the Tages-Anzeiger reported on Friday on the front page of the Wirtschaftsbund. Since the start of the campaign, the proportion of women among the applications received has risen to over 30 percent. Before that, only just under 100 out of a good 500 people interested in a job had been women, he said. In addition, VBZ has received significantly more application dossiers than in previous years, which Jörg Buckmann attributes largely to the greater response from women. In the meantime, 42 percent of the jobs in the streetcar cockpit have gone to women. And this is without any quota pressure at all.
