How to Recruit Truck Drivers During the Labor Shortage

How to Recruit Truck Drivers During the Labor Shortage

The truck driver shortage has spread to the level of an epidemic in the United States as trucking companies are trying to find new ways to hire a new wave of drivers. Currently, about 51,000 drivers are still needed to fill empty driving roles, according to recent data. But with the trajectory of those statistics, the need will balloon to 175,000 by the year 2024. What’s more, the average age of a trucking professional hovers around 50 years old, with many approaching retirement, and technology has changed the landscape as well.

The trucking industry has been quietly changing for years with technological advances and the overall shift in American commerce. Consumers are ordering online at a higher rate and companies like Amazon are developing their own in-house trucking components. And on the tech side of things, companies like Uber and Tesla are already testing out their own self-driving trucking units. Given these tough facts, how are these trucking companies going to fill the massive gaps left by aged-out drivers and new automations?

Finding New Ways to Hire Drivers

Given the fact that truck drivers today will be phasing out in the coming years, trucking companies are needing to look at younger professionals to fill their seats. This can be a blessing in disguise as Millennial targets (those born between 1980 and 1998) are more prone to look at the role technology plays in their career path. Trucking firms that recognize the potential behind Millennial drivers can find successful and creative ways to recruit. Here are some to consider:


  • Social Media: No, your company doesn’t have to invest in augmented reality technology and try to keep up with trendy filters, but using social media as a recruiting platform has now become natural. One of the strongest options to entice recruits is to utilize Facebook, which now has a heavy emphasis on videos and live streams. Video ads and digital content outperform print ads, grabbing attentions and opening up plenty of storytelling opportunities.
  • Mobile Job Applications: The application process is now catering to an audience that wants things simplified. Who wants to continue to scroll on a desktop when all they want to do is throw their hat in the ring for a job? Offering streamlined, efficient and mobile-friendly applications will make this part of the process simple and to the point.
  • Promote Benefits: It would behoove trucking companies to tout their benefits and wellness programs. The trucking profession can be looked at as detrimental to a driver’s physical health, but companies are now investing in wellness benefits. Just like Truck Insurance is important for a company to have to protect its own well-being, it should be offering better benefits to cater to a new batch of drivers who are looking for long-term careers.
  • Work-Life Balance: Obviously, this is a big one. The idea around the trucking industry is that drivers are on the road, away from their homes and families, and missing out on living their lives. Having more time off and flexible schedules are great ways to improve the lifestyle of the truck driver. Also, trucking firms can use intermodal solutions to keep more drivers local and offer things like Wi-Fi in their trucks so they can stay in touch with their families while on the road.

About Western Truck Insurance Services

Western Truck Insurance Services is a commercial truck insurance agency with roots dating back to 1954. We have evolved into a highly respected, professionally managed, truck and transportation insurance brokerage. The hallmark of our organization is our desire to provide unparalleled service. We go way beyond what you expect to receive from an insurance brokerage. Equipped with state of the art automation, Western Truck Insurance can provide you with lightning fast truck insurance quotes, customer service, Insurance certificates and coverage changes.