The trucking industry is currently facing a major crisis due to a shortage of drivers. The industry is short by 80,000 drivers in 2021, which could potentially double by 2030. This is largely due to the retirement of older truckers and the lack of new applications to replace them.

To combat this shortage and ensure industry growth, trucking companies must focus on recruiting and retaining younger millennial and Gen Z drivers. However, this can be a challenging task that requires implementing effective strategies.

One approach that companies can take is to adapt their recruitment and retention strategies to appeal to younger drivers. This may include offering more flexible schedules, better technology, and more opportunities for career growth and development. Additionally, offering competitive compensation and benefits packages can help attract and retain a younger workforce.

Another strategy is to partner with educational institutions to promote careers in the trucking industry. Through these partnerships, companies can offer internships and training programs to students, allowing them to gain valuable experience and potentially become future employees.

The evolution of the industry: tracing its journey to its current state

Part of the reason that the industry is facing a growing trucker shortage is due to the age demographics. According to the U.S. Bureau of Labor Statistics (BLS), in 2021, more than half (52%) of truckers were older than 45. At the same time, only 6% of truckers are between 20 and 24 years old.

As older drivers retire or leave the industry, the pool of younger workers ready to replace them is small, compared to the overall U.S. workforce.

Additionally, while women make up nearly half (46%) of the overall workforce, less than 8% of truckers are women.

So, while the trucking industry does face a worker shortage and increasing competition from other industries, the good news is that there are large pools of untapped potential.

Tracing the Journey of the Industry’s Evolution to its Current State

The key to solving the driver shortage is understanding what motivates today’s drivers – especially women, younger millennials, and Gen Z workers. While all workers want to be well compensated and feel like they are valued and make a meaningful contribution to their company, there are key generational differences.

Not surprisingly, a report by the American Transportation Research Institute (ATRI) found that the top motivating factor for younger drivers was compensation. However, younger drivers also said that having a stable career path, their love of driving, and having a flexible work/life balance were also extremely important motivating factors for joining and remaining in the industry.

An overwhelming majority of younger drivers (84%) say that company culture is also important – particularly preferring a culture that is collaborative, supportive, and team-oriented.

Optimizing Driver Recruitment: Strategies for Success

One of the most effective things companies can do to recruit younger drivers is to promote trucking as a career path, instead of just a “job,” since younger workers want to be able to grow their skills over the long run. Of course, this also means companies need to have or establish viable career pathways.

Additionally, the ATRI found that both small and large fleets can recruit new drivers by leveraging their direct connections with family, friends, and other professional contacts. Companies can also more effectively recruit by utilizing outreach initiatives.

Regardless of fleet size, the companies surveyed by ATRI said that the following recruitment practices were very effective:

• Focused outreach at technical schools or community colleges
• Focused outreach at high schools
• Initiatives focused on recruiting minority truck drivers
• Initiatives focused on recruiting women truck drivers

If they’re not already, trucking companies should also post job ads on social media, since younger drivers are generally active on those platforms, and comfortable interacting with them.

Retaining Drivers: Strategies for Employee Retention in the Transportation Industry

Of course, recruiting new drivers is only half the battle – overcoming the trucker shortage means companies also need to retain new drivers.

Obtaining a CDL can be prohibitively expensive for younger drivers. Offering apprenticeship programs or additional compensation can be an effective retention strategy. A robust training program is also a great way to keep truckers, especially young drivers, on the payroll. This includes not only hands-on training in the vehicle, but also training that develops new skills and supports career growth.

According to the ATRI report, other effective retention strategies include improving compensation and benefits, creating a positive company culture, and prioritizing schedule flexibility.

Trucking companies that specifically want to retain women or minority truckers can ensure that mentor, management, and leadership roles reflect those demographics.

Addressing the Driver Shortage: Strategies for Overcoming the Industry Challenge

The workforce challenge facing the trucking industry can certainly seem daunting, especially as trucking volume increases, and older drivers retire or leave the field. But there are several bright spots. Younger millennials, Gen Z, women, and minority drivers represent vast untapped pools of talent, and there is significant interest in the field as a viable career.

And as the ATRI report demonstrates, there are several proven strategies and tactics to successfully recruit and retain new talent.