As carriers continue to struggle with recruiting and hiring qualified drivers, many are finding that it’s worth the time to look toward the younger generation for opportunities. Trucking as a profession is currently undergoing a bit of a renaissance, and new tech tools in trucking are enticing to younger recruits who have grown up in the digital age.
If your trucking company is looking for ways to recruit younger drivers, below are three tips:
1. Position Trucking as a Career
One way to set expectations early and generate interest among younger candidates is to espouse the virtues of trucking as a career as opposed to just a job. Younger people are looking for stability and meaningful growth as part of a diverse team, and they’re tired of the runaround given by standard minimum-wage jobs like fast food service positions.
When you position and promote driving as a long-term career with room for growth, both personally and professionally, you provide candidates with a sense of direction that they may feel is lacking in their job searches. Beyond that, younger truck drivers will love the autonomy that comes with being a driver as the younger generation is very steadfast in controlling its own destiny.
2. Use Updated Promotional Materials
In keeping with the above tip, make sure your company’s promotional materials are updated to reflect a modern feel. Many carriers are still using promotional videos from over a decade ago, and some are still handing out the same brochures that have been kicking around the office for even longer.
Consider working with a graphic design firm as well as a marketing team to get the right branding message across. You want to portray your company as a place where younger truck drivers will want to work, so make sure your company’s website is also up to date. If you have social media accounts for your company, don’t overlook these as promotional tools to generate interest from younger truck drivers.
3. Think Carefully About Starting Pay
The compensation you’re able to offer new drivers is obviously important, but younger truck drivers have a number of opportunities available to them thanks to the Internet. In the past, recruiting drivers often meant relying on local talent, but today, you have the chance to source drivers from around the country. At the same time, candidates also have the ability to look for positions with plenty of companies around the world through the web.
As such, your starting pay needs to be in line with what is expected in the industry, but pay rates also need to be competitive in an online marketplace. Remember that you’re competing for talent with employers in plenty of other industries, but by offering competitive pay, updated promotional materials and positioning that demonstrates the benefits of trucking as a career, you’re more likely to find younger truck drivers who will stick around for years to come.
