BSM is using interactive TV for a recruitment campaign to increase the
numbers of female driving instructors.
The driver training company, which is part of the RAC, has signed a deal
with the Job Channel for a 12-week campaign in a bid to boost the number of
qualified and trainee instructors, as well as the proportion of women recruits.
Nick Jones, head of HR for RAC consumer services, is hoping that the TV
recruitment scheme on Sky, NTL and Tele-west, which is being run as a pilot,
will expose the company to a wider audience. Potential recruits can apply from
the comfort of their own sofa using the remote control.
"The Job Channel is a potentially ideal solution for our recruitment
needs. It gives us access to a broad audience in a quick and cost effective
manner," he said.
BSM is also looking to significantly increase the number of driving
instructors offering special skills to learner drivers, such as signing for the
deaf, knowledge of other cultures, and an understanding of people who have
The initial response has been good with more than 200 expressing an
interest, but Jones said the initiative’s success would be measured by how many
of these people actually sign up to the BSM trainee driving instructor
BSM has about 2,600 franchised driving instructors. The company recruits all
year round as the organisation is still growing.