Profile: Kevin Mullin - Driving social impact at First Bus
For First Bus Social Value Manager Kevin Mullin, the route into social value wasn’t a direct journey, it actually began in a classroom.
“I was a teacher of IT and business,” he recalls. “But quite quickly I became more involved in careers education bringing employers into school, helping students understand what the world of work actually looks like.”
Working in an academic environment, Kevin saw first hand how narrow the narrative around success could be. University was often presented as the default path. He set about broadening that view by introducing students to apprenticeships, vocational routes, and alternative careers.
“That was probably the first point where I realised how important it is for young people to have access to those insights early,” he says. “It can completely change their trajectory.”
From classroom to community
By 2019, that passion led to a total career change, away from the classroom. He left teaching to join Greater Manchester Combined Authority, where he worked at the intersection of education and employment, connecting schools with businesses and helping employers engage with young people.
It was here that he first encountered the world of social value.
“I was speaking to employers who were doing things beyond just education, working with communities, charities, different groups. At the time it was often called CSR (Corporate Social responsibility), but I was really intrigued by it,” he explains. “It felt like a bigger picture.”
That curiosity led him to his first dedicated role in the field with construction giant Kier Group, marking what he describes as a definitive turning point.
“Changing industries was a big step, but social value is social value wherever you are. In a way, it still draws on that same foundation from teaching empathy, communication, helping people develop.”
Redefining social value
Ask Kevin how his understanding of social value has evolved, and he’s quick to challenge some assumptions.
“People often think it’s just fundraising or volunteering and that’s part of it, but it’s so much more,” he says. “For me, it’s about impact. In fact, I’d probably rather call it social impact.”
That distinction matters. Rather than one-off donations, he emphasises long-term partnerships built on listening.
“It’s not about deciding what a community needs it’s about asking. Sometimes organisations just want funding, and that’s fine and plays a part, but real social value is about building relationships that create lasting change.”
Measuring that change isn’t always easy, he admits. But the focus remains on the bigger picture, how initiatives affect not just individuals, but their wider networks - families, friends, communities.
A job with no “typical day”
Now at First Bus, Kevin’s role is as varied as the communities he works with.
One day might involve researching local needs in a new operating area, for example identifying deprivation hotspots and potential partners. Another could see him coordinating volunteering opportunities for colleagues, organising student work placements, or building relationships with schools and colleges.
A critical part of Kevin’s role is ensuring that social value activity reflects the specific needs and priorities of the places First Bus serves. Before launching any new initiatives, he works to understand the local landscape, analysing data on deprivation, skills gaps and employment, and engaging with local authorities, colleges and community organisations. All local authority priorities are considered as part of planning and delivery, not as an afterthought.
But then there’s the less glamorous side… reporting. “It’s probably my least favourite part,” he admits, “but it’s crucial. We need to show what we’ve committed to and what we’ve delivered for the business and for our clients.”
Alongside this sits an important storytelling function, sharing successes not for recognition, but to build momentum. “When people see what’s happening, they want to get involved. That’s how it grows.”
Social value’s evolution
When he joined, social value was still relatively new within First Bus. Although the business had long been involved in CSR, bringing together this good work, and into social value was different.
“At the start, I just focused on getting some good initiatives off the ground,” he says. “Once people saw what was possible, volunteering, supporting students, community work - they started asking how they could be part of it.”
This has since evolved into something far more strategic.
“There’s now a stronger understanding that social value isn’t just the right thing to do it’s also a fundamental part of how we operate as a responsible company. Over the last few years we’ve worked hard to embed social value at every level of our business, and this is really paying off now.
And while he plays a key role in shaping and delivering social impact, he’s clear that it’s a shared effort across the business - supported by senior leadership and dedicated teams and built into the way the business works every day.
The impact that matters
Among the many projects he has led, one stands out for him.
He tells the story of Kian Lewis, a young man with additional needs, who through a college in Oldham joined First Bus for a year-long supported placement. Working at Rochdale depot, Kian gained hands-on experience of the industry with mentorship from staff along the way. More recently, that placement turned into a paid role – a lifelong dream for Kian. “That’s definitely something I’m most proud of,” says Kevin. “It’s a real example of how this work can change someone’s life.”
It’s those personal stories that continue to drive him.
“Seeing the impact - actually seeing how what you’ve done has helped someone, that’s what makes it all worthwhile.”
Looking ahead
As awareness of social value grows across the wider transport industry, he sees opportunity.
“More people understand it now, more people want to be involved,” he says. “That means we can build on what we’ve started and do bigger, better things.”
For those considering a similar path, his advice is simple - go for it!
“It’s incredibly fulfilling work. If you put the time into building partnerships and really engage with people, the impact you can have is huge.The best thing about my work is finding that next project, the next opportunity to genuinely change someone’s life for the better. I’m proud that I get to do that.”
See more of First Bus’ social value work in action: