As the demand for freight continues to increase and the driver shortage reached a high in 2021, many trucking companies are recognizing that younger individuals represent an overlooked pool of talent for the industry.
A recent study by the American Transportation Research Institute (ATRI) surveyed 100 carriers to identify successful strategies for attracting and retaining young drivers aged 18 to 25. ATRI also conducted interviews with young truck drivers from these carriers. Below are six effective recruitment strategies highlighted in ATRI’s study titled “Integrating Younger Adults into Trucking Careers.”
1. Present Trucking as an Attainable Profession
Younger drivers expressed concerns about the “critical skills” necessary for success in trucking. Many reported that their primary worry before entering the field was their ability to acquire these skills.
Consequently, ATRI emphasizes the need for carriers and recruiters to showcase trucking as an attainable profession that involves skilled and diverse work.
2. Highlight the Role of Technology
Technology’s role was a major attraction for the young drivers interviewed by ATRI. However, the study suggests that this use should be portrayed as enhancing a driver’s skills, not as simplifying their job or replacing their responsibilities.
3. Promote Trucking as a Career Rather Than Just a “Job”
Framing trucking as a career path helps address the concerns of younger jobseekers, particularly Millennials and Gen Z individuals. Many younger drivers value the ability to shape their career trajectory within the industry.
ATRI notes that younger adults seek a skilled profession they can master while continuously evolving and pursuing new opportunities as their lives change.
4. Provide Competitive Starting Salaries
Young drivers identified key motivators for entering trucking, including income, job stability, and a passion for driving. Around 40% indicated that salary was the most crucial factor when starting their career, with carriers offering higher pay attracting drivers more easily.
5. Utilize Social Media for Recruiting and Encourage Employee Referrals
The study ranked effective recruitment practices, with direct referrals from current employees and social media marketing being among the most successful strategies for both small and large fleets.
Notably, 73% of young drivers heard about trucking from relatives within their parents’ generation, highlighting the importance of maintaining high job satisfaction among existing drivers to positively impact potential candidates.
6. Revise Promotional Materials
Many younger drivers shared that having more detailed initial information could have hastened their decision to join their current carrier. Suggestions included clearer job postings regarding expectations and requirements, as well as creating “day in the life” videos or content to better illustrate the trucking career experience.
