Bus companies in Calgary are struggling once again to find enough drivers for the upcoming school year.

June Read, communications manager for Southland Transportation, said the company needs 50 more drivers, adding that this year has been the most challenging in terms of recruitment.

"This year has been tougher. Not sure the reasons why, but for our purposes people are not paying attention to the call to action," she said.

"We need them to take us seriously. This is very much a community concern and we do want people to apply as quickly as possible."

Southland, which is in the middle of an ad campaign, has increased its rates and is offering bus drivers in Calgary between $87 to $100 a day for about four hours of work.

The company is also offering new benefits including life and accidental dismemberment insurance for the part-time staff.

"We have been growing exponentially for the last few years, that's not a secret, and of course we've had to contend with the issue of there's lots of opportunities in this city for people who do want part-time work. We want to be a premier choice for them," said Read.

The company is hoping retired people looking for flexible hours and young parents, who can take their children along with them while they work, will respond to their ads.

Read said if Southland is unable to find enough drivers by the start of the school year, kids will still be bused to school — but they will be late.