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5 Tech Strategies for Trucking Companies to Attract Younger Drivers

April 14, 2022

As widely reported in the past few years, the trucking industry has faced a significant driver shortage combined with driver retention issues like never before. Much of the issue stems from attracting and recruiting new younger drivers beginning their careers. As many older drivers approach retirement age and fewer young people enter the profession, the problem only seems to look worse as time goes by, unless the trend can be reversed. The average age of truck drivers on the road is now 51 years old.

To address this challenge head on, trucking companies are turning to technology to attract and recruit younger truck drivers, in hopes that they can provide a better driver experience. In this post, we’ll explore different areas in which technology is being leveraged to attract, recruit and retain younger truck drivers.

1. Social Media

Social media platforms such as LinkedIn, Facebook, and Twitter are increasingly being used by trucking companies to gain more visibility with and reach out to potential candidates. These platforms give companies a chance to share their current job postings and other relevant information with potential new candidates. Younger Millennials and Gen Z’ers are more likely to see, learn from, and relate to these posts, making social media a great tool to connect with them. Additionally, these platforms are giving a new opportunity for trucking companies to showcase their brand, and their company culture, while showing the rewards of a driving career, which can be attractive to younger audiences.

2. Mobile Apps

Talent acquisition is not the only problem being solved by technology. Driver churn rates have skyrocketed in the past three years.  Although driver pay has increased an astounding 25% since 2019, studies have shown drivers still feel unsatisfied and turnover rates have continued to climb.  

“Some fleets are taking a new direction by using technology to engage, empower, and encourage drivers at every turn. A technology-driven approach for reducing turnover can be deployed relatively easily thanks to modern tools that focus on the driver experience and make fleets more productive and profitable,” according to Eleos, a company who specializes in helping trucking companies develop mobile apps for their drivers, enhancing the driver experience.

Beyond driver experience, mobile experiences, as mentioned above, allow potential new drivers (as well as experienced drivers) to find jobs and apply for them directly from their smartphones. These apps provide a convenient way for drivers to search for jobs and communicate with recruiters. Younger generations have come to expect, and rely on their smartphones for nearly every task, making mobile apps an effective way to reach them.

3. Driver Safety Technology

Many younger drivers seek and choose trucking companies that invest in driver safety technology. This includes features such as collision avoidance systems, lane departure warning systems, and other safety features that help prevent accidents and keep drivers safe. Technology that prioritizes safety is a big selling point for younger drivers who may view safety as an obstacle to a career in trucking.

4. Online Training

Trucking companies are offering online CDL training programs that allow younger drivers to learn the skills they need to become professional drivers. These programs can be completed at their own pace, and from the comfort of their own homes. Online training tends to be a huge plus for younger drivers who have become accustomed to and often prefer more flexible and self-directed learning.

5. VR (Virtual Reality) Simulator Training

Some trucking companies are using virtual reality (VR) technology to provide a more immersive experience for younger drivers. This allows them to learn and experience what it's like to be behind the wheel, without actually needing to drive one. VR technology is a powerful new tool to train new employees, and in some cases, is even used to attract and recruit younger drivers who may not have considered a career in trucking before.

No matter how you look at it, technology is proving to be an important tool in talent acquisition and retention of new drivers, as the focus turns more and more toward younger generations to fill these open roles. The technologies listed above are all effective ways to reach and engage with these younger candidates. As the industry continues to evolve, it will be essential for companies to leverage technology to stay competitive and provide a better driver experience.


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The information and opinions expressed are for educational purposes only and are based on current practice, industry related knowledge and business expertise. The information provided shall not be construed as legal advice, express or implied. Consult with legal counsel before any action is taken or not taken in relation to information disseminated in this resource.