RURAL RECRUITMENT STRUGGLES?
Here's How Sustainable Commuting Can Help
Finding great people isn’t easy right now, and if your business is based outside a major city in Ireland, it can feel even harder. You’re not just competing with other companies in your area anymore; you’re competing with remote roles, flexible urban employers, and that always-appealing shorter commute.
And here’s the thing: we all know the talent is out there, it’s just that sometimes, they can’t get to you. Literally.
In many municipalities, public transport just isn’t an option. Long distances, spotty service, and limited timetables make it hard for potential hires, especially younger workers or those without a car, to say yes to your offer, no matter how competitive it is.
In this post, we’ll talk about one of the biggest hidden barriers to rural recruitment: the commute.
More specifically, how sustainable mobility solutions, like carpooling, promoting sustainable transport like bikes, ebikes, and employee shuttles can actually help you widen your recruitment pool, attract the people you need, and make jobs more accessible (and appealing) to a broader group of candidates.
The Rural Talent Struggle Is Real
If you’re an HR manager in rural Ireland, eager to grow your team, but finding great candidates feels like searching for a needle in a haystack, you’re not alone. This region has seen headline talent shortages as record-high levels of companies struggle to attract skilled staff.
A survey conducted by Censuswide states that 75% of Irish recruiters say finding qualified talent has been a major challenge in the past year.
Your teams are balancing hybrid working demands and focusing on employee wellbeing, but recruitment remains stubbornly tough, especially outside Dublin or Cork.
And if you’re thinking, “We’ve tried everything,” you’re not alone. Many HR teams have improved their benefits packages, offered hybrid work, and even increased salaries, only to still hear, “Sorry, the location just doesn’t work for me.”
You're not just competing on the salary.
You are competing on THE COMMUTE.
The Ireland on the Move survey revealed that 91% of car commuters travel alone, and more than half (51%) of all commuters rely on a car as their main transport method. And if we zoom in further, commute length is a dealbreaker:
65% of people say commuting options impact their decision to take a job
68% would turn down a role if the commute is too long
35% are actively looking to switch jobs for better commuting options
(Source: Ireland on the Move 2025, Censuswide)
This means if your business is in a rural or hard-to-reach area and you’re not talking about the sustainable commute, you’re probably losing people before they ever get to the interview.
The good news? You don’t need to wait for a new bus route or train station to magically appear. You can take action now and turn commuting into a competitive advantage.
In the next section, we’ll show you how.
How Sustainable Mobility Can Expand Your Talent Pool
If transport is the hurdle keeping great people from applying to your roles, what if you could remove the hurdle entirely?
When you remove transport as a barrier, your potential talent pool grows. Carpooling is a powerful way to do that. When you set up structured carpooling through a platform like KINTO Join, you create real, practical options for candidates who:
– Don’t own a car
– Can’t afford the cost of a solo commute (which averages €10 a day across Ireland, rising to €22 in some counties)
– Live in locations with poor public transport
– Are hesitant to drive long distances every day
But that’s just one piece of the puzzle.
KINTO Join supports a range of sustainable transport options, from carpooling to bikes, e-bikes, employee shuttles, and more. The platform is designed to make these modes attractive and easy to adopt.
It uses gamification tools to reward employees who choose greener ways to get to work instead of driving solo. Whether it’s joining a colleague’s car, hopping on an e-bike, or using the company shuttle, employees earn points and recognition for making more sustainable choices.
This kind of system not only helps employees feel good about their commute, it builds community, drives engagement, and shows your team that you’re actively supporting their daily experience. This approach can boost retention too:
– Hybrid workers report 70–80% lower stress and fewer sick days, with 80% crediting less commuting time for decreased stress.
– Flexibility, including shorter or shared commutes, is pictured as a top retention factor, with 55% of Irish employees more likely to stay when their employers offer it.
That means by making the commute easier, you help build a happier, healthier, and more committed workforce, and dramatically expand your talent pool.
Offering sustainable commuting options isn’t just about transport; it’s about giving your people back some control over their day. The Harvard Business Review highlights how employees who feel they manage their time better tend to be more satisfied and engaged at work. By reducing commute stress, you’re helping them reclaim valuable hours.
You’re not just solving a logistics problem; you’re opening doors to great people who were previously out of reach.
And the best part? We’ve seen it work. In our experience with companies across Ireland, setting up sustainable commuting options leads to wider rural reach, lower turnover, and even a boost in team morale.
Let’s break down how to make it happen.
EASY SUSTAINABLE COMMUTING WINS:
What You Can Do Right Now
You don’t need to overhaul your entire transport policy to start seeing results. Sometimes, small steps can make a big difference, especially when it comes to how your team gets to work.
Here are a few smart, simple actions you can take right now:
1. FINT OUT HOW YOUR PEOPLE COMMUTE
Before you can improve anything, you need to understand the current picture.
Use a simple tool on our platform: Free Commuting Survey to see:
– How far people are travelling
– What modes of transport they’re using
– How does that translate to emissions
Even rough data can help you spot pain points.
2. TEST A CARPOOL PILOT
You don’t need to launch a full-blown program from day one.
Start with a small group or team, and use a trusted platform like KINTO Join to help:
– Match colleagues based on location and schedule
– Provide secure, GDPR-compliant data handling
We even help with communication materials to get people interested and engaged.
3. ASK THE RIGHT QUESTIONS IN RECRUITMENT
If you’re hiring in a rural area, include a line in your job ads or interviews:
“Need help getting here? We support carpooling and other sustainable transport options.”
This tiny sentence can open the door for candidates who would otherwise skip the application entirely.
4. WORK WITH WHAT YOU HAVE
Already have a parking lot? Prioritise spaces for shared rides.
Have a canteen or HR noticeboard? Use it to share carpool sign-up details or success stories.
The more visible your efforts, the more momentum you’ll build.
These low-effort, high-impact actions can shift the way your company approaches commuting and make life better for your team in the process.
Let's Make Rural Roles More Attractive
Tackling rural recruitment challenges isn’t about quick fixes or one-size-fits-all solutions. It’s about understanding the real day-to-day struggles your people face and offering smart, practical support that makes a difference.
By embracing sustainable commuting options and adding thoughtful perks, you’re not just widening your talent pool; you’re showing that your company genuinely cares about employees and the environment, too.
At KINTO Join, we’re here to help you turn those good intentions into real action.
Ready to make rural recruitment easier and more effective with a sustainable commuting strategy?
Let’s chat and find the right solution for your team.