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It's partially a money thing. ATC is under-compensated. They'd get more - and more talented - people interested if the money made up for the stress, hours, and early forced retirement.
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Or increased their hiring funnel. Air traffic controller applicants must be under 31 years old for initial hire, which rules out a lot of potential hires.
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Why not both? If it paid better then more people would apply to ATC school.
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ATC positions already have a very low chance of even getting a spot in ATC school. There are tons of applicants for every opening.
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