In a culture where workplaces are often defined by gender, one problem for companies is hiring women, and another, even more difficult problem is achieving results that change the nature of organizations. It all starts with changing perceptions to understand what types of work women can do.
A team of district mobility experts in Bogotá, Colombia, faced this challenge when discussing the gender-equitable vision for the city's newly launched electric bus company. The company, called “La Rolita” — a local phrase meaning “woman from Bogota” — sought a workforce composed primarily of female bus drivers.
But how can this goal be achieved, especially if its achievement is seen as part of a broader strategy to create jobs for women in traditionally male-dominated sectors?
The effort began when the city provided training and licensing assistance to a targeted group of women: female heads of households in low-income communities who could drive a car but lacked the license and experience to drive an electric bus. With success: When La Rolita's new fully electric fleet of 195 buses rolled through the city's streets for the first time in 2022, many women were behind the wheel.
That was a great start, but other challenges arose: How could the company ensure that the women it trained and hired stayed in their jobs? Ultimately, these new bus drivers would have to juggle the demands of work and home. Many had to travel long distances to work. Safety was also a challenge, especially for those assigned late or early shifts. To address these challenges, the Ministry of Mobility has asked for support from IFC, a long-standing partner of the city in projects aimed at promoting inclusion and sustainable growth. In 2018, for example, IFC's support accelerated the construction of the TransMiCable, which connected some of the city's poorest neighborhoods to public transport hubs for the first time.
IFC framework for a sustainable and gender-equitable workforce in the transport sector, based on the ILO career cycle for women in the transport sector (2013). IFC
IFC's Gender and Infrastructure team advised La Rolita on achieving its gender goals using proven tools and industry experience. In parallel, the team examined the city's transportation sector more comprehensively and developed an analytical framework for building and maintaining a gender-equitable workforce.
The IFC team emphasized the importance of inclusive workplace policies and procedures to ensure female employees remain with the company. This means flexible working hours. This refers to family-friendly work services such as support with daycare and child care. There is also appropriate infrastructure along the route, such as sufficient toilets.
La Rolita has taken the recommendations very seriously and has continued to develop and improve its policies and procedures. Following the collaboration with IFC, La Rolita established a Diversity, Equity and Inclusion Committee to monitor progress. And it is implementing a gender action plan with ambitious goals in areas such as recruitment, retention and promotion. Next steps for La Rolita include exploring child care options and obtaining a local seal of approval for gender inclusion.
Today, La Rolita is a public-private company jointly owned by the city and Enel, a global player in green energy, as a minority shareholder. The company's ten routes, some of which pass through underserved neighborhoods, cover more than 338 km. And around 60 percent of La Rolita's bus workforce is women, a remarkable statistic considering that the participation rate of women in public transportation in Bogotá is 1.4% in 2022.
La Rolita electric bus operators report high job satisfaction. “The best thing about this job is that the salary makes it easier for me to cover my needs than before,” says driver Sara Montiel. “Before La Rolita, it was harder because I was making minimum wage.”
A recent survey of operators shows that the major challenge of cultural change is also underway.
“I hope women can continue to show that we can do the same jobs as men,” wrote one respondent.
“I've always wanted to drive a taxi since I was little, and here I am driving these buses! Now I want more,” commented another operator.
As La Rolita buses drive through the city with proud women at the wheel, many more girls and women in Bogotá can imagine a career in the transport sector.
La Rolita operator Diana Rodríguez is about to start the Alta Arborizadora route. Amanda Diaz Ramirez, IFC.
IFC's collaboration with La Rolita is part of a comprehensive approach to promote investment in electric mobility solutions for cities in emerging markets to expand access to public transport, create jobs in the new green economy, increase opportunities for women and climate action to promote. friendly municipal services.
*The authors are IFC specialists in infrastructure, finance and sustainable investments.