With a driver population that is rapidly aging towards retirement, many carriers are looking towards the younger generation of drivers as the solution to fill their fleets. However, with differing wants, needs, and expectations in the workplace, the new generation of drivers require modernized recruiting practices.
What Do Young Drivers Want?
According to a survey conducted by ATRI, income is unsurprisingly the biggest driving factor in young drivers’ selection of a carrier. Unlike previous generations, the young working class places less value on company loyalty and is more likely to change jobs frequently to achieve significant increases in pay. As a carrier, this means that to acquire and retain the younger generation of drivers, you must offer a truly competitive pay – not only by industry standards, but across other career prospects, too. A competitive salary with a clearly outlined path for growth will help establish trucking as a viable lifelong career choice, both for current and prospective drivers. Learn more about pay transparency here.
Additional data shows that young drivers also highly value company culture, with 84% of younger drivers saying that they consider company culture to be of top importance. Younger drivers specifically report that they dislike “cutthroat environments” and prefer a collaborative teamwork style atmosphere where managers, dispatchers, and other drivers all see themselves as part of the same team.
How To Reach Young Drivers
The best way to reach the younger generation of drivers is, of course, to market to young drivers – this means meeting the younger generation where they are. TikTok is a great place for carriers to start building their brand presence among young drivers. Marketing to young drivers also means using imagery of young drivers in your marketing collateral – in everything from social posts to training materials, young drivers want to be able to picture themselves in your company.
As is true with any generation of drivers, position transparency is of utmost importance. Ensure your recruiters are all on the same page as the rest of your company so that drivers are getting a clear understanding of what working for your company looks like. More than ever before, drivers are willing to walk away from jobs that do not fulfill promises – avoid wasting both parties’ time by setting explicit expectations.
Another great way to connect with young drivers is by representing your carrier name by visiting local schools. The gap between the end of high school and the legal CDL driving age (21) is a huge deterrent for young people entering the transportation industry. By the time young adults are 21, many are well on their way to establishing a career. Visiting high schools can help to establish trucking as a viable trade and future career for young adults.
As mentioned earlier, 84% of younger drivers consider company culture to be important. Making positive changes to your company culture requires more than just a coat of paint – creating a diverse and welcoming environment involves changes at the core. Consider distributing a survey to your current drivers to gauge current morale and potential ideas for improving the work environment to attract new drivers.
Conclusion
It is clear that in order to reach the younger generation of drivers, recruiting practices and company culture must shift to accommodate changing preferences. If you’re looking to reach young truckers, examine your company’s current standing and discover ways to shift your resources to accommodate younger drivers.
With over 15 years in the transportation industry, KJ Media uses our expertise to establish our clients as industry leaders. We go beyond simple lead generation to curate a specialized media mix, and coach recruitment teams from lead to hire. Ready to hear what we can do for your company? Reach out to us.
Source: “Integrating Younger Adults Into Trucking Careers”, ATRI 2022
