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8th March 2021

Partner Blog: International Women’s Day – Cerianne’s Story

Today we celebrate International Women’s Day, a day where we not only reflect on how far women have come in society but to continue the challenge to call out gender bias and inequality.

“The seeds of it were planted in 1908 when 15,000 women marched through New York City demanding shorter working hours, better pay and the right to vote.” (BBC World News)

Since then, International Women’s Day was established, sweeping across the United Nations, raising awareness and in search for great change.

Fast forward to 2021, we are looking much closer to home – the transport industry. Well known for its male-dominated world, we acknowledge and #choosetochallenge the stereotypical career of a bus driver or a progressive career within the transport sector.

Women make up 47 per cent of the UK workforce yet remain underrepresented in the transport sector accounting for only 20 per cent of workers”. (Womenintransport.com)

It is our responsibility, as one of Wales’ leading transport providers to change the perception that this sector has, apparently being ‘men only’ – this is simply not the case. We recognise equality and diversity across every department in our workforce, we continue to amplify and encourage women who wish to progress within the company.

Our aim is to bring more women into this industry, to be able to achieve this we are lucky enough to have our own training school at our Cardiff depot. This resource will help women obtain a qualification for life, teaching them how to drive a bus professionally and offer them a job at the end of the training course.

Our Head of Finance, Cerianne tells her story.

“I applied for Head of Finance just under a year ago at Adventure Travel, I never initially set out with specific intentions to work within the transport industry, yet here I am, having successfully worked in a senior finance role within this industry for 9 years – 9 years this week to be exact!

I am proud that I qualified in my studies for the Association of Chartered Certified Accountants (ACCA) in 2015 and subsequently reaching full member status. Retaining the focus throughout my studies to continue working my way up from entry-level accounts clerk to where I am today, my goal is to work towards achieving a Finance director role within 3-4 years.

There is a perception that transport is a very male-dominated industry, the challenge is to overcome this and not allow this to influence the way in which I perform in my role or deal with situations. However, it is excellent to see an increase of females entering the transport industry, especially at Adventure Travel whether it be Drivers, Engineers, Managers, or support roles.

The advice I can give to anyone is that it is important to set objectives and timeframes to work towards. Opportunities will not necessarily just land on your lap. I think determination and confidence are key to success, it is important to believe in yourself and your abilities and persevere until you reach your goals. However, I would stress that even when you reach a goal, never think you cannot do better. Always strive for improvement and be keen to learn new things.

For all females out there, you should always continue to achieve if you have the necessary skills, regardless of industry or role. Do not let fear or negative perception overshadow your career and life choices. With great determination and being recognised for their effort’s women CAN and WILL flourish!”

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