(6 hours ago)S830OFT wrote The advertising campaign is totally exclusive to everybody else. Woke Culture, all it is...
And how many times the large companies try to get on good terms etc with a certain political figure who loves nothing more than having her photo taken at every opportunity, for very little benefit sometimes.
Jesus...woke. I think you’re reading the intent a bit too narrowly.
Saying they want more women to apply isn’t the same as saying only women should apply. The job is still open to everyone, they’re just trying to encourage applications from a group that’s historically under‑represented in that role. Bus driving, like a lot of transport jobs, has been very male-dominated for years, so it’s not unusual for companies to actively try and balance that out a bit.
If anything, it’s about widening the pool rather than restricting it. They’re not excluding men, they’re just signalling to women that “you’re welcome here too,” which might not always feel obvious in certain industries.
As for the “woke” angle, I think a lot of this is less about politics and more about practical business. A bigger, more diverse applicant pool gives them a better chance of filling vacancies, especially given how hard it’s been to recruit drivers in recent years. It’s not necessarily about pleasing anyone it’s about solving a staffing problem and modernising the workforce a bit.
Actively encouraging an underrepresented demographic to apply isn't 'woke culture' it is standard recruitment marketing designed to widen a shallow applicant pool.
Legally, this is called positive action. It is entirely separate from positive discrimination, which is illegal.
The job is still awarded strictly on merit to the best candidate, regardless of gender. If you are qualified, you can still apply and win the role. There is zero need to take a company trying to get more CVs and increase its talent pool as woke.