The trucking industry is experiencing a major driver shortage as our ongoing economic growth is demanding the need for more drivers. Industry executives attribute this phenomenon to often long hours and at times low pay, while others contend that it is due to a lack of qualified applicants and experienced drivers that are leaving the industry.

As the economy continues to grow, the demand for truck drivers is greater than ever and if the industry is going to meet the market demands placed upon it, it will have to address why there is a shortage in the first place and evolve to fulfill those needs. Truck drivers are in the driver’s seat literally and figuratively, and companies will have to do much more in terms of how much and how they compensate drivers moving forward. Let’s look at some of the challenges that driver recruiting faces and what companies can do to overcome them.

Connecting with the younger generation

In America, only about 7% of drivers are under the age of 25, while the majority of them are at the other end and near retirement. A massive number of drivers will retire over the next decade and there are simply not enough younger people who have been shown the potential benefits of filling these positions. This means that the industry will likely continue to experience a shortage of truck drivers, unless we are able to provide sufficient incentives for the younger generations to take interest. Some of the ways in which companies can reach a younger demographic is to promote their opportunities at college job fairs and provide internship programs that help get new drivers in the door.

Many companies won’t consider a new hire unless they have at least a full year of experience under their belt. But providing the opportunity to get a job right away, and gain experience in the industry is very attractive to a new graduate. Along with that, Millennials and Gen Z are more concerned about work-life balance and feeling respected in the workplace than any other generation. Fortunately, there are companies that are taking these measures, but historically, the trucking industry has not had the greatest track record in these qualities, so evolution and change must happen if we want to curb the trend.

Strengthen Company Culture

One of the main reasons why some companies cannot maintain their staff is because people simply aren’t feeling appreciated or being recognized as a contributing member of the team. Truckers are no exception. It’s not uncommon for a driver to feel like just a number, so the benefits of having a strong culture to support employees is invaluable. Embracing & supporting diversity, valuing employees and providing opportunities for personal growth are key elements of a successful company culture that lead to strong engagement, productivity, morale, retention, and satisfaction. When people feel appreciated and valued as a person rather than a number, they thrive, and it shows.

Some things a company can do to provide an improved culture is:

• Offer rewards and recognition
• Provide an open-door policy
• Define & integrate your company values into everything you do
• Show appreciation often. Celebrate people and milestones
• Encourage work-life balance
• Be open to & thoughtfully consider employee points of view
• Be diverse & inclusive
• Profit sharing
• Create trust
• Make your company a fun place to work

Provide higher wages or incentives

One of the contributors to the truck driver shortage is the rate of pay often doesn’t justify the sacrifices of long hours made on the road. While the job market tightens, transportation companies are having to offer drivers varied incentives in order to stay competitive in the job market. Some benefits an organization can add to enhance a driver position is offering:

• Increased pay
• Comprehensive benefits
• Signing bonuses
• Attractive performance incentives
• Better fuel rates (Owner/Operators)
• Subsidies

Enhanced Benefits

It is essential to provide excellent benefits to your employees. It tells them you care and are investing in the health and wellness of your drivers so they can find long-term success in their occupation. With the increased economic demand on carriers, drivers need to ensure they can perform optimally and not get burnt out. Long hours on the road can lead to aches and pain, poor diet, health issues, and sleep deprivation. We need to address these issues and provide solutions to improve the overall wellbeing of truck drivers.  Addressing driver health not only benefits the driver, but companies will see a decrease in absenteeism and better performance. An excellent series on driver health can be found here on the Biagi Bros blog.

Enhanced benefits include:

• Wellness program to educate your employees on good health, exercise/stretching
• Flexible hours
• Full health benefits

Invest in a good driver recruiting strategy

There are many things that trucking companies can do internally to make driving a more appealing career choice, but a key element to attracting qualified leads is with a clear marketing strategy that gets your organization noticed. Transportation marketing professionals such as OTR Driver Leads can help you discover the ways in which your company stands apart from the competition and puts you on the forefront of the noise that is online. Truck drivers are on the lookout for the best opportunities. If your company can provide the work environment valued by drivers and show up consistently in a strategic way, OTR will have you pulling in qualified leads in no time!

Do you feel like you are spinning your wheels trying to find qualified leads and unsure about how to show up amongst all the other companies vying for the attention of truck drivers? Get in touch with us at OTR and we will be happy to help you start generating truck driver leads, so you can continue doing what you do best.

Local: 403 507 8848
Toll Free: 1 877 230 5100