4 Ways Carriers are Attempting to Woo Young Drivers

truck driver shortage

Currently, there’s a record truck driver shortage of about 60,000 drivers. There are many reasons for this shortage, which include the high average age of current truck drivers, high industry freight volumes, and high school kids that are increasingly attending higher education institutes rather than immediately entering the workforce. What’s more is that carriers still have to be selective with who they hire, as there are qualifications and other considerations that drivers need to meet to perform their jobs safely and effectively.

However, as the trucking industry is so critical to keeping America’s economy moving forward, a failure to address these driver shortages could have significant ramifications. It’s why many carriers are now investing more time and effort into attracting younger drivers. In this post, we’ll take a look at some of the ways they’re doing this.

4 Ways Carriers Are Attracting Young Drivers

1. Get Social

While carriers are increasingly working with truck driving schools and even attending high school career fairs to get in front of America’s youth, another still largely untapped avenue for marketing to young drivers is social media. More people are on social media today than ever before, and many use it to find jobs or network as well. By advertising positions on social media channels like Facebook, Twitter and Instagram, carriers are able to tap into a much broader pool of potential candidates. Marketing on social media can also help attract untapped demographics of potential drivers. For instance, only about 6 percent of all truck drivers today are women.

2. Debunk Driving Myths

Many are under the impression that truck drivers are never home and it’s a profession for those who haven’t settled down or started a family. While there is a fair amount of travel for drivers depending on their roles, work-life balance today is better than ever. By emphasizing this, carriers are able to dispel certain myths and attract more candidates.

3. Communicate the Importance of Truck Driving

Many youngsters join the military because they see it as their calling and view the cause of defending their country as something bigger than just any job. While truck driving may not be up there on the scale of defending a nation, the economic importance of the trucking industry cannot be downplayed. Drivers are essential workers that move more than 70 percent of the country’s total freight and generate $700 billion in economic activity. As long as the trucking industry is going, America is going.

4. Raising Pay, Benefits

Employment decisions for younger generations largely still come down to earnings and earnings potential. More carriers are beginning to step up and show drivers how lucrative a career it can be. For instance, the National Transportation Institute reported drivers earning higher-than-average salaries in 2019, and guaranteed pay on the rise. The likes of signing bonuses, annual increases, performance bonuses and enhanced benefits packages are all areas where carriers are stepping up in an effort to entice more young drivers to join their teams.

Whether your drivers are young or old, rookies or veterans, one constant is the importance of proper truck insurance. For insight on the right insurance to protect your business and your drivers, contact us today.