First Bus

First Bus faced a critical turning point as Managing Director Janette Bell led a shift toward becoming more people and customer centric. The organisation struggled with low morale and a competitive job market that made attracting and retaining drivers a significant risk. In addition, inconsistent experiences provided by managers and low customer NPS scores threatened the company's long-term stability. Inaction meant continuing a cycle of high turnover and failing to meet the evolving travel patterns of a post-COVID world.

We focused on strategic clarity and engagement to align First Bus’s new strategy with a relatable purpose. Our inclusive process combined a comprehensive survey, 9 site visits and 8 online focus groups to speak with everyone from apprentices and engineers to the CEO. From these insights, we co-created "Our Way" – a set of four core values and a "People Promise" designed to attract and retain a diverse workforce. We concluded with an attention-grabbing visual campaign and portraits of real colleagues to make the new culture tangible and celebrated.