The future of the trucking industry will soon be in the hands of drivers who right now might not even be old enough to obtain a CDL.
Although this could seem worrisome to industry veterans, in a field as dynamic and impactful as transportation and logistics, growth, innovation, and evolution are essential to ensure the continued success of truck drivers and carriers nationwide.
Recruiting Gen-Z drivers has become key to overcoming ongoing issues plaguing the industry, such as the driver shortage, high turnover rates, and the slow adaptation of advanced technology.
Keep reading to find out why hiring Gen-Z drivers is becoming increasingly important, and how you can cater your recruiting efforts to appeal to young drivers just entering the workforce.
First, Understand Gen-Z Priorities
To attract and retain Gen-Z drivers, recruiters must understand what motivates them.
In general, Gen-Z refers to anyone born between 1997-2012. This represents about 20% of the US population, and nearly 30% worldwide.
A group that is large has the potential to greatly impact recruiting practices in every field, so it’s important to recognize their preferences and priorities. More than any generation before, Gen-Z drivers value fair pay, a work/life balance, and opportunities for professional development. They prefer authenticity in messaging and expect to have the chance to provide feedback on company policies.
Gen-Z drivers are also more likely to ask about safety, company diversity, and further educational opportunities. Considering the priorities and interests of these younger drivers is a key step in tailoring your recruiting efforts and hiring practices to effectively appeal to this growing sector of the workforce.
Utilize Technology
The best way to reach out and connect with Gen-Z drivers is through technology. As the definition of a generation raised on the internet, younger candidates will respond better to recruiting strategies that utilize technology, and, when hired, will be able to assist employers in adapting the newest technological solutions.
From the first touchpoint with Gen-Z candidates, ensure that your hiring process is easily accessible from anywhere and utilizes multiple digital platforms, while remaining personalized and authentic.
Truck drivers in general are constantly on the move and often only have access to digital information through a smartphone, so applications should be streamlined and easy to fill out. Instead of gathering all the necessary information in the first application, consider shortening the form and instead finding out more information in a follow-up call or email.
When advertising open positions to Gen-Z candidates, it is important to utilize multiple social media and digital recruiting platforms, such as Instagram, LinkedIn, Indeed, and ZipRecruiter. Recruiters should also be available to talk by a wide range of methods throughout the entire process, including by phone call, text message, email, and in-person.
Gen-Z drivers are more likely to be attracted to carriers advertising the newest technologies, making investing in advanced safety features, digital freight matching, and route optimization software a smart decision in the long run. Besides the innate benefits of technology, Gen-Z drivers will be comfortable using these services and will gravitate towards fleets that prioritize innovation and efficiency.
Emphasize Education and Training
Gen-Z drivers strongly value opportunities for growth and development, making it important to offer options to further your driver’s education and training.
Promote professional growth by offering career pathways and clearly outlining career progression within the company. Emphasize how even the newest recruits can move from entry-level positions to more specialized roles to foster a healthy sense of competition and hard work.
Gen-Z drivers will also appreciate the chance to develop new skills through continuous learning programs such as industry certifications, workshops, and mentorship opportunities.
Tuition reimbursement for the costs of CDL school is another benefit that is likely to attract younger drivers. Whether done in full, partially, or incrementally over time, tuition reimbursement has been proven to increase driver retention rates and underscore an employer’s commitment to investing in their drivers’ education.
Authenticity Counts
Often considered a more cynical generation than any before, authenticity is essential in recruiting and retaining Gen-Z drivers.
They know that job postings are available for any qualified candidate, but they still want to feel like the messaging is sincere and targeted. This can be where the importance of brand advertising and a clear brand identity comes to play. By creating a distinct voice and “driver-centric” perspective for your company, you are more likely to connect with all candidates, including those who aren’t even actively seeking a new job.
From frequent posts on social media to highlight company culture to offering competitive pay and benefits, there are many ways to prove your company as a driver-centric organization that values individual feedback and prioritizes the well-being and growth of its drivers.
Driver engagement surveys and one-on-one meetings are valuable methods to garner real feedback and assess overall driver satisfaction rates. However, like any feedback method, actual changes must take place based on driver input, or they will feel inauthentic and disingenuous.
A Sense of Responsibility
Gen-Z is also known as the generation that most values a sense of responsibility and giving back. Whether it’s concerning the environment or combating workplace inequalities, Gen-Z drivers are more likely to work for and remain at companies that demonstrate a commitment to these issues as well.
Embracing modern modes of sustainable transportation such as electric vehicles and fleet management software won’t just save your carrier more money and time overall, it will also attract forward-thinking drivers who want to be a part of the future of the transportation industry.
Gen-Z drivers also value an emphasis on equality and the inclusion of underrepresented communities in the industry. Consider promoting safety training and support systems for female drivers, while encouraging recruiters to diversify their candidate selection pools and implementing inclusive policies that cater to diverse backgrounds and perspectives.
For more advice on updating your recruiting methods and increasing driver retention rates, be sure to follow us on social media and check out the rest of our Employer Blog posts.
