Struggling to stand out in today’s driver market?

Authenticity and firsthand experience may be the most powerful tools in your recruiting playbook.

In this episode of Attention Retention, Jackie McManus, CEO of KJ Media, sits down with Cory Helmle, Director of Recruiting at Paper Transport. From earning his CDL to going through the company’s own hiring process, Cory shares how walking in a driver’s shoes has shaped the way his team recruits, builds trust, and creates long-term connections with drivers.

Understanding the Driver Journey Builds Credibility

Cory’s unique perspective as both a CDL holder and recruiting leader helps his team connect with drivers on a deeper level. By understanding what it’s like behind the wheel — the challenges, expectations, and lifestyle — recruiters at Paper Transport can have authentic conversations that resonate with candidates. This credibility makes it easier to attract drivers who are the right fit and more likely to stay.

Supporting New Drivers Through Mentorship

Paper Transport’s Accelerate Program gives CDL graduates the training, mentorship, and support they need to succeed. Cory explains how pairing new drivers with seasoned mentors not only builds confidence but also reduces turnover during the critical first year. Programs like these demonstrate the company’s investment in people, not just positions.

Recognition and Family Culture Drive Loyalty

According to Cory, recognition is at the heart of keeping drivers engaged. From family-focused initiatives to celebrating milestones, Paper Transport emphasizes culture as much as compensation. This approach builds loyalty and satisfaction, ensuring drivers feel like valued members of the team rather than just another number.

Quick Tips for Fleets to Apply Today

  • Train recruiters to understand the driver journey, not just job requirements
  • Build mentorship programs to support new CDL drivers
  • Use realistic conversations to set expectations up front
  • Invest in recognition programs that make drivers feel valued
  • Balance data-driven recruiting with genuine human connection

Final Takeaway

Cory’s story shows that driver recruiting isn’t just about filling seats — it’s about building trust, supporting growth, and creating a culture drivers want to stay part of. Fleets that combine structured processes with authenticity will gain a true edge in today’s competitive market.

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