The American Transport Research Institute interviewed 100 carriers and the young drivers of those carriers to understand what they were looking for in a trucking company. Given the current truck driver shortage recruiting younger drivers for your business is vital to sustaining your endeavors.
Career Not a Job
Many young drivers are looking for a field where they can grow their skills in the long term. Promoting the trucking industry as a career and not a job can help appeal to the younger audience.
“Younger adults want a skilled trade that they can master but whereby they can continue to grow over the long run, and they want the ability to develop it in multiple directions as their own lives continue to grow and develop,” ATRI officials wrote.
Emphasize Cool Technology
It’s no secret like young people like technology, to cater to your audience place an emphasis on the latest trucking technology.
Pay a Decent Starting Wage
40% of young drivers said compensation was the most important factor when considering this career. Of the carriers that were interviewed, those with higher starting wages found it less difficult to find potential drivers.
Offer a Referral Bonus
73% of younger drivers were introduced to the industry by an adult relative or parental guardian. Offering a referral bonus is an incentive for young drivers to pick your company as opposed to a different company.
Update Recruitment Materials
25% of the young drivers that were surveyed said they would like to see companies include younger people in their non-recruitment ads and company material in general. You want to cater to your target audience, this is one of the most beneficial ways to do this.
Many young drivers said their biggest concern with joining the industry did not have the necessary skills to be safe drivers. There was a large concern with training and the extent to which they would be trained. When promoting your business, place emphasis on the training that will take place to ensure safe and successful drivers.
Utilize Social Media
Over 80% of people aged 18-25 utilize at least one form of social media every day. Not utilizing social media as a way to recruit younger drivers is a disservice. It is a huge platform that is being underutilized.
With the current trucking shortage, it is more important than ever to recruit new drivers. With the current generation of drivers retiring, it’s time to change tactics for how you go about catering to the new generation of drivers.
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