A pioneering recruitment campaign by Avanti West Coast has led to a significant increase in female trainee train drivers, with one in three new recruits now women. This marks a major step towards the intercity operator’s goal of achieving 50% female trainee driver recruits by 2030.
The initiative, launched in 2023, honoured Karen Harrison, one of the UK’s first female train drivers, through a striking 8x5 metre mural at London Euston station. The tribute, created by artist Akse, was designed to inspire more women to consider a career in rail, highlighting Karen’s legacy as a trailblazer who fought for gender equality in the industry.
Breaking Barriers in Recruitment
The impact of the campaign has been profound. Avanti West Coast saw a 60% rise in female trainee drivers, with more than 1,000 women applying—a figure one and a half times higher than applications received over the last three years combined. The company is now firmly on track to meet its gender diversity pledge by 2030.
Among those inspired by Karen Harrison’s story is Marta Filipiuk, a former minicab driver from Bletchley, who had long harboured ambitions of working on the railway. After seeing the mural at Euston, she decided to apply and was accepted onto Avanti West Coast’s trainee programme.
“I had dreamt about becoming a train driver after meeting an instructor a few years ago when I was driving minicabs. That was when this world opened up to me,” Marta said. “When I saw the Karen Harrison mural and read that Avanti West Coast was recruiting female train drivers, I knew that now was my moment and I went for it.”
Marta began training in April 2024 and is now three-quarters of the way through her course. She hopes her story will encourage more women to take the leap into rail careers.
“If you are interested and think it could be for you, then just go for it. I am so glad I took the jump because this has been the best working year of my life. I consider myself the luckiest person alive—every day I’m living my dream job as a train driver.”
A New Approach to Hiring
Avanti West Coast’s recruitment campaign was designed to break down traditional barriers that discourage women from applying for train driver roles. The company introduced the rail industry’s first-ever recruitment chatbot, making the application process more interactive and accessible.
HR insights also revealed that women typically take longer to apply for jobs, so Avanti West Coast extended its application window to a full week—a significant shift from the usual 24 to 48-hour timeframe. This simple but effective change resulted in a record 9,000 applications from both men and women, showcasing the campaign’s broader appeal.
Industry-Wide Support
The success of the initiative has been widely praised within the rail industry. Jo MacPhail, People Director at Avanti West Coast, described it as “a movement towards equality” and highlighted the company’s commitment to long-term change.
“We’re on track to hit our target of 50% female trainee driver recruits by 2030, and we are really proud and overjoyed that this campaign played a huge part,” she said.
Mick Whelan, General Secretary of ASLEF, the train drivers’ union, emphasised the importance of representation in the sector.
“Karen Harrison was a pioneer—a passionate feminist and trade union activist who blazed a path for other women to join the railway. It’s great that she has helped inspire a new generation of train driver trainees because we think train drivers should represent the communities we serve.”
Amanda Webster-Uz, Head of Euston Station Operations at Network Rail, echoed these sentiments, adding: “As we celebrate International Women’s Day, it’s important to remind women that the railway is a fantastic place to work, and we want to encourage more women to apply for roles across the industry.”
Looking Ahead
The increase in female trainee train drivers at Avanti West Coast marks a significant step towards gender equality in the industry. With its long-term goal of 50% female recruits by 2030, the operator is committed to ensuring that the next generation of train drivers reflects the diversity of the communities it serves.
Applications for Avanti West Coast’s trainee driver programme are now open. For more information on how to apply, visit avantiwestcoast.co.uk.