Melton Truck Lines (CCJ Top 250, No. 84) offers drivers the flexibility to take their home time anywhere across the nation. This feature was a significant attraction for Zeno B., a Gen Z driver from Texas who joined Melton at just 21 years old in May 2021.
“He has explored cities he never thought he would. He mentioned he can plan his trips to visit various national parks,” said Delaney Rea, Melton’s Recruiting Manager, during a recent TCA webinar focusing on the evolving demographics in trucking. The discussion highlighted what appeals to Gen Z about trucking careers, what they seek in job postings, and low-cost strategies companies can use to attract this youngest working cohort.
Currently, there are five generations in the workforce. For every six Baby Boomers retiring from skilled trades such as truck driving, only two younger workers are stepping into these roles. “To ensure we attract more individuals to fill these vacancies, especially compared to other trades like welding or automotive, we need to effectively engage Gen Z and make a significant impact on their career choices in trucking,” commented Lindsey Trent, CEO of the Next Generation in Trucking Association.
Rea noted several factors that influenced Zeno’s decision to join Melton, including the company’s training and mentorship programs, career advancement possibilities, pay, and a supportive, family-like culture.
Attracting Gen Z: The Trucking Lifestyle
The rise of the nomadic lifestyle—traveling by van or camper—has gained popularity, especially on TikTok. Trent pointed out that many Gen Z members may not realize they can earn money while experiencing such a lifestyle as over-the-road drivers, where their trucks effectively serve as mobile homes. Companies should showcase images of truck interiors and highlight available amenities on their websites and social media to appeal to potential recruits.
However, not all Gen Z drivers seek an over-the-road lifestyle, so it’s essential to communicate the various driving options available, from long stretches on the road to shorter, local routes. Zeno, for instance, has advanced to become a driver trainer, sharing his firsthand experiences in the trucking world.
Utilizing Technology
Manuel, another 21-year-old driver, applied for her position using her phone, underscoring the importance of tech in attracting younger talent. Suggestions from the panel included making job applications easily accessible on company homepages, utilizing chatbots, and maintaining an active presence on platforms like LinkedIn and Indeed. “Transparency is key,” Rea emphasized, noting that most Melton drivers consulted online reviews before applying. Thus, responding to feedback, both positive and negative, is crucial as it can influence potential recruits.
Environmental Responsibility and Contribution
Gen Z is notably concerned about environmental issues, so companies should highlight their eco-friendly initiatives. They aspire to contribute positively to society through their professions. Trent noted that truck drivers play a vital role in the economy and serve as first responders during disasters. Highlighting drivers’ contributions, such as becoming Highway Angels, enhances recruitment efforts.
In response to these trends, Melton is implementing apprenticeship programs and partnering with local workforce development to appeal to younger drivers. With over half of their fleet comprised of Millennials and Gen Z, they recognize a need for tailored approaches to engage these generations effectively.
