Practical Solutions for Recruiting and Retaining Younger Drivers
The growing driver shortage is one of the top challenges facing the trucking industry. According to the American Trucking Associations (ATA), the industry could face a shortfall of over 160,000 drivers by 2030. Considering truck drivers move approximately 71% of the U.S. economy’s products across the country, these numbers are an alarming wake-up call for the industry to find solutions that stop the bleeding.
At the heart of the driver shortage issue is the difficulty trucking companies face in attracting younger drivers to replace an aging workforce — 31% of drivers were over 55 in 2021. As older drivers retire, younger drivers will need to take the wheel. But trucking companies are finding that reaching the younger generation is easier said than done — but it’s hardly impossible.
To put younger drivers in the driver’s seat, trucking companies need to change how they recruit these younger drivers and retain current ones.
Let’s look at some practical solutions to help accomplish that.
Address Perception Problems
One of the first steps in attracting younger drivers is changing the perception of the trucking industry. Many see truck driving as a low-paying job with long hours and too much time away from home. In reality, it’s a good-paying job and a rewarding career choice with benefits, job security, and the freedom of the open road.
Social media can play a vital role in countering these misconceptions. Creating content showcasing the lifestyle of truck drivers, the cutting-edge technology they use on the job, and the success stories of younger drivers at your company who have achieved financial stability and work-life balance can break down stereotypes.
Leverage Technology
Younger workers are tech-savvy, so emphasizing the role that technology plays in transforming the trucking industry is critical to attracting younger drivers.
Trucks today are not just vehicles; they are technologically advanced machines equipped with GPS, fleet management systems, and even semi-autonomous driving capabilities. Promoting how your company has embraced technology, including telematics and truck safety features such as collision avoidance systems, electronic stability control, and rear-view cameras can help make the job more appealing to millennials and Gen Z.
Focus on Career Development and Benefits
Many young workers today are looking for more than a job—they want a career with growth potential. So it’s crucial to make sure they are aware of advancement opportunities. Consider the implementation of training for drivers to learn other areas of your business, such as driver management or logistics so they can gain insight about other opportunities within your company they might want to pursue.
Mentorship programs that pair younger drivers with seasoned drivers can ease younger drivers on board, helping them learn the ropes and understand the long-term benefits of staying with your company.
Additionally, offering tuition reimbursement programs or apprenticeships could help alleviate concerns about the cost of training and licensing, which can be a big expense and turn off for millennials and Gen Z.
Promote Work-Life Balance
One of the biggest deterrents for younger workers considering trucking is the perception of poor work-life balance. Long-haul truckers often spend weeks away from home, which can be unappealing to millennials and Gen Z who have high expectations of how their career fits in with their life.
To address this, you need to promote flexibility and family life in your approach to work-life balance. This can be accomplished by:
- Offering regional or local routes that allow for more frequent home time
- Asking for a list of dates that drivers would like off — for example, birthdays, anniversaries, or any date important to them
- Including families in company events
- Emphasizing advancements in sleeper cab design and rest accommodations that can ease long stretches on the road
Improve Compensation and Incentives
According to a recent survey by Deloitte, pay was the top reason for millennials and Gen Z leaving their previous job. You need to remember you’re not just competing with other trucking companies for talent, you’re also competing with other industries outside of trucking.
Ensuring competitive wages is the first step to attracting millennials and Gen Z, but compensation goes beyond a paycheck. Make sure to emphasize all of the benefits you offer, which could be a deciding factor in closing the deal, including:
- Signing bonuses
- Healthcare benefits
- Retirement plans
- Paid time off
- Safety bonuses
- Certification programs
- Retirement savings programs and contribution matches
- Tuition reimbursements for CDL training
- Free access to health and wellness programs
- Gym memberships
Collaborate with Schools and Training Programs
Partnerships with schools, community colleges, and vocational training programs can introduce high school students to trucking as a career option, providing a clear path from education to employment. Having career days and offering internships, and apprenticeships can also be powerful tools to expose younger workers to the industry and your company.
Get Online
Millennials and Gen Z increasingly rely on technology for job searches. According to a recent study by The Harris Poll, almost half of millennials have applied for job opportunities on social media. So having a strong social media presence — how your company is represented online via its social media accounts such as LinkedIn, X, Facebook, and Instagram — is crucial.
Because of social media’s widespread usage and reach and its millions of users, you can tap into a large pool of potential candidates. Additionally, using social media for recruiting gives you a more personal platform to communicate with prospects. Not only do you have the ability to advertise job openings, you can showcase your company’s culture, provide insights about the industry, and directly interact with potential candidates.
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