recruit millennial truck drivers

The driver shortage is in full force. The average age of truck drivers is nearing closer and closer to retirement age, with more drivers leaving the industry. Meanwhile, competition from the ride-share industry continues. That means that drivers can get lured into working for Lyft or Uber which may offer better pay or benefits. Due to these factors, many recruiters are looking to hire from a younger pool of candidates. As you plan for new hires, be sure to recruit millennial truck drivers.

Employers who recruit millennial truck drivers not only bring talented and enthusiastic new people to the company and industry but potentially sets up loyalty for years to come. But be careful—millennials value different things than the average truck driver. You won’t attract millennials to the industry by practicing business as usual, and you won’t retain them if they don’t feel valued.

Follow these guidelines to bring more millennial drivers into your fleet and keep them there longer.

1. Advertise to Millennials on Social Media

You should be using the latest digital marketing tools to advertise to everyone, but this is especially true for millennials.

This younger generation is always connected on smartphones, and often look toward social media for networking and job searching.

Creating engaging content on all social media channels will attract their attention, in addition to linking to specific job postings. Videos and other digital content will especially catch their eye. Use different channels—Facebook, Instagram, LinkedIn—for different purposes or use them in tandem if needed. To reach your new audience, you have to actually meet them where they are.

2. Streamline the Application Process

This is another good practice in general, but particularly useful for a younger candidate pool. Millennials will be more tech-savvy than the current average truck driver.

If your job application process is long and tedious, you may lose many candidates who just don’t want to deal with the mess. You need to streamline the HR process.

First, your job application needs to be mobile-friendly. More likely than not, millennial job candidates will be accessing your job portal through their smartphone. Second, make sure you touch base with prospects ASAP over phone or text, ask what the best way is to stay in touch, and then actually use that method! Nothing can be more annoying than getting calls or emails when one has already voiced that isn’t ideal.

Lastly, make the job interview a little unique and interesting. Instead of outmoded and canned questions, ask about activities that may not be on the resume and get to know the complete individual. What young candidates may lack in work experience, they may make up in volunteer activities, academic studies, or life experiences in general. Consider convenience factors like interviews on the phone or through online video conferencing tools. Aim to be transparent about potentially tough issues like work-life balance, wellness benefits, company culture, and more.

3. Prioritize Work-Life Balance

Don’t assume that millennials are less likely to have an active family life and thus can be over-worked. Making this mistake will be a sure way to have new millennial drivers leave your company in a few months.

Millennials say they value work-life balance more than previous generations have. This is regardless of whether your younger drivers are married or single, or whether they have children or not.

Many millennials are struggling to balance and manage their careers, academics, and personal lives all at once. Being aware of these realities will help recruiters tailor the work schedule and type of run to the driver’s preferences. Making work-life balance a priority in your firm, and then highlighting it in the minds of young driver candidates will help you stand out compared to the competition.

4. Highlight Wellness Initiatives and Benefits

Of course, millennials will care about compensation, it’s just that they care about other things equally or greater. If you want to recruit millennial truck drivers, focus on the big picture. More than just salary, millennials will be curious to hear about your benefits packages.

With the costs of health insurance rising year after year, younger drivers will want to save as much money on benefits, even though they’re more likely to be in good health. Keep in mind that candidates who have just turned 26 will be on their own insurance plan for the first time.

In addition to the basic benefits, recruiters should highlight wellness initiatives and institute a culture of care. Basically, you want to reverse the idea that truck driving is necessarily an unhealthy career that will lead to health problems and a sedentary lifestyle. Initiatives that focus on finding ways to eat right and stay fit will show your candidates that there are ways to maintain good health. Let them know your company values promoting a healthy mind and body for all its employees.

5. Showcase Company Culture

Speaking of the company’s values, you should really highlight these to a millennial audience as a recruiter. Millennials will want careers with greater meaning and purpose than previous generations.

Many young people are willing to take a pay cut or change in work schedule if they find the work personally fulfilling and meaningful.

Your company should already be engaging in initiatives that make the work more meaningful for employees, so highlight those to your millennial candidates. Initiatives like professional development opportunities, mentoring programs, and employee appreciation events will foster a sense of belonging. Encouraging travel, pets, or upgrading fleet amenities shows that the company cares about the employee’s individual needs and values.

Millennials are people too! And while it’s tricky to generalize about such a large and diverse group of individuals, some themes have emerged from the research. Millennials are driven in their career more by passion than by financial needs or obligations. They will stay at otherwise difficult jobs and career paths if they find it fulfilling or meaningful. On the other hand, if millennials don’t feel valued at their jobs, or feel like they are making a difference, they will not hesitate to move on to a different company or industry as quickly as they can. Millennials value flexibility and work-life balance more than previous generations so recruiters need to get creative in offering these in their packages.

These guidelines will help you adapt to the times and recruit the next generation of drivers. If you follow them, chances are that you’ll find a strong pool of talented drivers. If you ignore them, you run the risk of millennial drivers being scooped up by competitors, or even other industries.

ultimate guide to truck driver recruiting

Ultimate Guide to Truck Driver Recruiting

Current ways of recruiting truck drivers just don’t work anymore. That’s because recruiting isn’t a transaction. This ultimate guide helps carriers recruit for retention.

Get the Ebook

recruit-truck-drivers

Given the shortage of drivers currently facing the truck industry, there’s a constant need to keep recruiting truck drivers. Hiring, training, and retaining drivers over the long-term is crucially important. At the end of the day, it all begins with recruitment of the right candidates.

If you can’t attract talent and recruit them into the organization, you won’t be able to even think about retaining them to meet the demands of the market. These four tips will help you improve truck driver recruiting.

1. Make your Marketing Driver-centric

Remember that drivers are going to find information about prospective companies and fleets on the regular marketing channels. So, good recruitment actually begins with good marketing presence and carefully curated content.

What kinds of content currently exists on the company website and Facebook page? If it is only information about how successful the company is, it won’t be of much use to a prospective employee. Ideally, much of your content is also driver-centric—that is, it details what kinds of benefits the drivers can get from that company.

Ultimately, a driver wants to know that the company will treat their drivers with care and provide the benefits they are looking for.

Highlight any wellness programs and culture initiatives that differentiate your company from the rest of the competition. Clearly provide information on schedules, work-life balance, fleet amenities and the rest.

The best marketing also includes testimonials from current drivers who have been satisfied with the experience so far. When designing the content, remember the drivers will always ask, “what can they do for me?” Making your marketing driver-centric will ensure that you provide an excellent answer to that question and will form a strong impression in their minds

2. Target the Right Audience

Before you start moving prospective drivers through the recruiting pipeline, you must make sure you’ve selected the right pool of candidates for the job.

Many driving fleets will have very specific needs and requirements that not all candidates would be ideal for. Targeting the precise segment of candidates can make the process more efficient and effective.

With the aid of databases, you can select drivers based on driver type, years of experience, haul experience, geographical location, or other factors. Focusing on any one of these particular segments ahead of time will save you time and energy as a recruiter. It also increases overall effectiveness of converted drivers. Not optimizing this part of the process means you’ll spend potentially hours chasing leads which were never well-suited for that particular fleet or job.

If you don’t have data on prospective drivers, Drive My Way can help you target the specific segment of drivers needed for your particular situation.

3. Use the Latest Digital Recruiting Methods

Use the latest and smartest, strategies to attract and recruit the talent you’re looking for. Social media is growing as a tool and drivers use these platforms to research companies, read comments, and evaluate employers. When viewers like, follow, share, or comment on your content, it can increase the audience exponentially.

Making sure you’re advertising job postings on social media isn’t enough. Post engaging content on your platforms which drivers will want to view. In addition, search engine optimization of your content will ensure that your website is receiving as much traffic as possible.

Use software such as Google Analytics or Google Keyword Planner to optimize your posts for trending phrases and words. Since drivers are on the road often, they’ll use their mobile devices instead of laptops to search for job leads.

Making the application process simple and easy will go a long way toward removing recruiting bottlenecks. Make sure that the applications are short and mobile-friendly.

Drivers will usually not have enough time to fill out long applications in one sitting. So make a shorter version with only basic information required, with the option to complete the remaining later.

Digital tools for recruitment and advertising are constantly improving, so keep and eye out for the latest and use your judgment on whether it would be useful.

4. Re-engage Old Leads

One unique challenge in the trucking industry is the unusually high turnover rate for drivers. This presents a difficulty for recruiters which isn’t faced in most other industries or sectors of the economy.

By re-engaging old leads and cold leads, recruiters can continually bring people into the pipeline even if they had dropped out before.

Many prospective drivers who were previously unavailable or chose to drive for a different fleet may be available soon. Leads and prospects that have gone cold or did not convert into driver status should not be forgotten. Instead, keep them in mind for the future.

While you don’t want to constantly pester them as to their status, you do want to make sure you follow up from time to time. Use drip marketing or engaging content on blogs, social media, or newsletters to stay connected with them and keep them in your radar. This leads to your fleet being fresh in their mind, and on their radar, when they’re considering a new employer.

While recruitment and HR management in the trucking industry presents unique difficulties, it also provides some opportunities through these tools and tricks. Master these four tips and recruiting truck drivers for your company will become less daunting.

ultimate guide to truck driver recruiting

Ultimate Guide to Truck Driver Recruiting

Current ways of recruiting truck drivers just don’t work anymore. That’s because recruiting isn’t a transaction. This ultimate guide helps carriers recruit for retention.

Get the Ebook

truck driver hire

Recruiting drivers in the trucking industry can present unique difficulties, and we’ve previously covered some helpful tips to improve recruitment. Here are some common mistakes to avoid for your next truck driver hire.

1. Not Following Up in a Timely Fashion

Recruiters can feel the pressure to stay in contact with dozens of prospects at any given time. While targeting a particular segment can help ease the burden, recruiters must follow up with the strong prospects in the right time frame.

If a candidate has expressed interest or even completed an application, keeping them in the pipeline is crucial towards eventually converting them.

If it’s been too many days since drivers hear back from recruiters, they are going to lose interest or perhaps form a poor impression of the company. Worst-case scenario is that a another company or fleet picks up the prospect when you might have converted the driver. Remain engaged with your leads every few days and make sure they don’t turn into cold leads.

2. Not Differentiating the Application and Interview Process

Drivers apply to dozens of jobs. That means dozens of long and boring job applications, and dozens of similarly canned interview questions. Differentiate your company and culture by making the application process easier and more intuitive for drivers. Making sure job applications are short and mobile-friendly ensures that drivers can complete them while on rest brakes during work.

While all the information can eventually be obtained in a long-form application, make shorter ones at first to get basic information, and then follow up later for more details.

Don’t ask for social security numbers or income information immediately—build up to it in the later stages. Drivers don’t have much time, so just try to get them in the pipeline first, and then fill in the blanks later. During the interviews, inquire about the candidate’s feelings about sensitive issues like real-time monitoring. Invite the driver’s spouse or partner to the interview, and welcome questions about work-life balance and scheduling.

3. Not Personalizing Every Interaction with Prospects

Every candidate is different. They have different work experiences, different goals from the job, and different needs as a driver. If recruiters don’t personalize interactions with specific prospects, they’ll feel left like they’re just a cog in the wheel and the organization won’t care about their particular concerns.

Make sure you familiarize yourself with each candidate and their particular work situation. Know what they want out of driving and which benefits and values are important to them.

Ideally, closely familiarize yourself with the details of the job. Know the terms of compensation, amenities, benefits and work schedule. Then, you’ll be able to speak to how that job is a perfect match for this particular candidate. Make every interaction driver-centric to each individual driver and they’ll feel like the organization is always thinking about them.

4. Not Following Through the Process to the End

You successfully interview, hire, and sign a contract with a strong candidate. That means you’re done here, right? Think again.

Another common mistake is that recruiters drop the ball too soon and don’t nurture the driver through the final stages.

Most concerningly, many leads are never scheduled to attend an orientation session to properly usher them into the new role. Until the driver is on the road and has an established relationship with supervisors, the recruiter remains their first point of contact they can trust in the organization. Make sure you steward the candidate through orientation, onboarding, and eventual status to active driver.

Overall, avoid these four mistakes for your next truck driver hire, and you’ll go a long way toward retaining them in the company for longer.

ultimate guide to retaining truck drivers

Ultimate Guide to Retaining Truck Drivers

You work so hard to recruit the best truck drivers for your fleet. The trick is retaining them. This guide is packed with tips for retaining your fleet.

Get the Ebook

truck-driver-leads

With the driver shortage lurking over recruiters every day, it’s easy for them to fall into the trap of wanting to generate as many truck driver leads as possible. However, a “quality over quantity” strategy should apply now more than ever.

The last thing a recruiter needs is to take the wrong driver through their selection process. And, the last thing a driver needs is a company that can’t match their professional qualifications or personal lifestyle preferences.

When recruiters waste time with the wrong driver, they not only spend empty dollars, but they also potentially miss out on attracting qualified drivers. So how do recruiters generate more qualified truck driver leads?

BANT Strategy

The first step is to make sure that the forms used to collect driver leads follow a strategy called BANT. BANT stands for Budget, Authority, Need, and Timing.

Form field examples could include:

  • Budget: if the driver application costs money, indicate it on the page. Then, you’ll know drivers who fill out the form can afford the application fee
  • Authority: consider collecting drivers’ CDL license, special endorsements, years of experience, age, or driving record
  • Need: consider collecting the driver’s salary, benefit, home time, or location preferences
  • Timing: consider collecting the driver’s potential start date

It’s one thing to collect a driver’s general information. It’s entirely different to collect information that will instantly qualify or disqualify the driver for the position.

The position’s requirements should dictate which fields appear on the form, as including all of the options above on every form isn’t realistic.

When creating a form, consider what is a “must-have.” Make sure those questions appear on the form to attract the right drivers.

Targeted Advertising

Avoid producing generic landing pages or advertising. It’s important that the marketing clearly depicts the trucking job, haul type, etc. to attract the right driver.

For example, if you are marketing a job directly to women drivers, be sure to use imagery and language that is specific to that audience.

In addition, when marketing the job on social media or through another channel, it’s important to target specific audiences that find interest in the trucking job. Suppression lists are also beneficial to make sure the wrong people aren’t included in the audience.

Overall, following these tips will help ensure recruiters spend less time sorting through unqualified truck driver leads and more time focused on hiring and retaining qualified drivers.

truck driver job description template

FREE RESOURCE

Truck Driver Job Description Template

Your job description can either convert or lose applicants. Follow this template to make sure you’re on the right track.

Get the Template

retain women truck drivers

The amount of organizations across the nation that are striving to attract and retain women truck drivers will only continue to increase. However, in order to achieve this, employers must make a few changes to how they are approaching recruiting women truckers. Implement these 4 ideas to attract and retain women truck drivers.

1. Offer Flexible Work Options

Employers are able to get their drivers home more often by offering more local opportunities or implementing software that enables smart route scheduling. This is especially attractive to women drivers who are seeking a position that offers more work-life balance.

2. Showcase Women in Recruiting Language and Imagery

In order to hire more women truck drivers, employers need to communicate this mission. When advertising trucking jobs, it’s important to remember to also feature women drivers in imagery. In addition, evolving the voice used for recruiting messaging will allow organizations to appeal to more women as well.

3. Offer Advancement Options for Women

Companies that have women in leadership roles will oftentimes attract more women truck drivers as they see firsthand that women are welcome and capable of advancing in the organization. In addition, organizations that implement programs that specifically focus on engaging and advancing women will see a better response in driver retention than organizations that do not.

4. Ask for Feedback From Women Drivers

Like all drivers, women truckers enjoy sharing their opinion about their level of job satisfaction and future outlook on their position. Therefore, companies that fall victim to not asking for feedback from their women drivers will miss the opportunity to know what’s working well and what needs to be improved.

Avoiding these 4 mistakes will help ensure that employers are evolving their company culture to embrace and support women truckers.

ultimate guide to retaining truck drivers

Ultimate Guide to Retaining Truck Drivers

You work so hard to recruit the best truck drivers for your fleet. The trick is retaining them. This guide is packed with tips for retaining your fleet.

Get the Ebook

fleet amenities

A great way for companies to stay competitive in today’s hiring market is to offer unique benefits and fleet amenities that prove to drivers that they are willing to go above and beyond.

Companies can stand out from the competition by investing in fleet amenity upgrades in order to create a more comfortable, home-like atmosphere in the cab.

Upgrade your Fleet Amenities

  • Comfortable seating
  • Memory foam mattress
  • LED lighting with dimmer switches
  • Sound dampening
  • APU units
  • Refrigerators
  • Cabinets and/or built-in storage space
  • Premium audio and/or TV system, could even include a Sirius XM Radio subscription
  • Freightliner In-Cab Training (FIT) System

Before investing in these upgrades, companies should be sure to ask their drivers what matters most to them. Drivers want their voices to be heard and will share their feedback when asked. Companies can receive this feedback by sending out a survey asking drivers to rank upgrades that are most important to them. When sending out the survey, companies can explain the reasoning behind these upgrades—to help drivers be more comfortable on the road and increase their job satisfaction.

But what’s in it for the company?

Upgrading your fleet amenities can be a costly venture for organizations; however, the long-term cost savings might be worth the initial investment. When implementing some of the upgrades, especially better seating, mattresses, and refrigerators, companies see their drivers improve their health and sleep patterns.

By implementing these upgrades, companies can experience some of the following benefits:

  • Healthcare savings
  • Reduced driver turnover
  • Increased driver job satisfaction
  • Electric, heating, and cooling cost savings

When it comes time to evaluate and brainstorm how to attract and retain better drivers, consider adding fleet amenity upgrades to the list!

ultimate guide to truck driver recruiting

Ultimate Guide to Truck Driver Recruiting

Current ways of recruiting truck drivers just don’t work anymore. That’s because recruiting isn’t a transaction. This ultimate guide helps carriers recruit for retention.

Get the Ebook

retain truck drivers

It is no surprise that America has been struggling with a truck driver shortage over the past few years. Now more than ever, the ability to retain truck drivers is key. Companies need to reevaluate their recruiting and retention strategies for finding and keeping qualified drivers.

Some companies have tried offering a large sign-on bonus for drivers. Too many are then faced with turnover once the bonus is collected. Other companies have promised drivers home time and great pay, but fall short of delivering these perks.

In order to start attracting, hiring, and retaining qualified truck drivers in this competitive market, employers should apply these tips to their driver recruiting strategy to give themselves a competitive advantage.

1. Value Drivers by Being Honest and Respectful

The last thing a driver wants is a company that over-promises and under-delivers. Before posting a job, companies should take the time to reevaluate the perks of the job. Make sure that pay isn’t inflated, home time is realistic, and benefits are factual.

Truck drivers are looking for a job that meets their qualifications, but they are also looking for a job that meets their lifestyle.

vanveenjf-1125254-unsplash

Drive My Way’s research shows that more drivers are requesting to travel with a pet or spouse. Similarly, drivers are looking for home time, and are placing more value on maintaining their health while driving. Companies who are truthful in their job advertisements will attract the best candidates. Look for drivers who not only meet the qualifications, but are also happy with the lifestyle that the job offers.

When a company promises a driver these perks but then changes the rules a few months into the job, the driver loses interest in keeping that job and also loses respect for the company.

After a driver loses respect for a company, that driver will let his or her entire network of drivers know exactly what happened. That will only increase the difficulty in filling future jobs.

2. Ask Drivers for Their Feedback Before They Post It Themselves

Sometimes it takes a company to post a job advertisement on Facebook to find out from their current drivers that something is unsatisfactory. Maybe their pay is too low, their benefits aren’t desirable, or the company over-promises and under-delivers. Drivers want supervisors to hear their opinions. They are willing to share feedback—the problem is, most companies never ask. Companies that retain truck drivers value input from all divisions of the fleet.

Instead of waiting to receive this feedback on a public social media platform, companies should ask their drivers for feedback directly through an engagement survey, an in-person conversation, or a even a quick poll.

This gives the company an accurate pulse on their drivers’ happiness and satisfaction with their jobs. It is also a great retention method because it proves that the company cares.

After collecting the feedback from drivers, companies should have a plan in place. It’s important to quickly address the feedback and make improvements. Nothing is worse than providing feedback to a company and never seeing anything come from the survey.

3. Offer Referral Bonuses and Performance Incentives

Drivers are looking for more than just a lofty sign-on bonus. To retain truck drivers, offer opportunities to be involved with a community. Acknowledge drivers for their accomplishments (no matter the size), and give areas for growth. Drivers with these opportunities, they are more willing to refer a friend to a job opening at their company. They will also be more engaged with their work.

Instead of constantly investing in replacing drivers, companies should implement referral bonus programs or performance incentives to retain their current, already-qualified drivers.

However, don’t let your referral bonus or performance incentive program fall into the “large sign-on bonus trap.” Focus on incentives that are linked to retention instead of incentivizing quick turnover.

When implementing a referral bonus program, give the money out after the referred driver is with the company for a specific time. Doing so protects companies from granting it immediately after a new driver starts, but having the driver quickly leave. In addition, performance incentives should reward drivers for maintaining good safety measures, fuel efficiency, and time management skills over an extended period of time. These not only help drivers stay focused on the company’s goals, but also reward them for living out the mission.

ultimate guide to retaining truck drivers

Ultimate Guide to Retaining Truck Drivers

You work so hard to recruit the best truck drivers for your fleet. The trick is retaining them. This guide is packed with tips for retaining your fleet.

Get the Ebook