Thousands of freight carriers exist in the U.S., with at least 750,000 as of April 2023, according to the American Trucking Associations (ATA). To stand out against that level of competition individual carriers must find a way to differentiate themselves, especially when it comes to attracting, and retaining, high quality truck drivers.  

Our team at Drive My Way regularly hears feedback from drivers about this topic and most often drivers will walk away from a position because the company took too long to respond during the hiring or onboarding process. When drivers want to work, they are ready to go, and a long process to get onboard can really deter them from your company.  

We recommend implementing some of the following practices to best stand out from your competition and retain top talent in the trucking industry.  

Overhaul Hiring Practices: Hiring has become a boring, tedious process that can lose potential candidates’ attention, especially millennials, if it is too long, requires dozens of steps, and lacks personalization. Drivers want to know that you care about them as a prospect, while also having full transparency about key factors of the job such as schedules, PTO, benefits, and potential for career growth. If you think your hiring practices might be dated, they already are, and should definitely be overhauled.  

Give Your Company a Face: Increasingly, candidates are associating the likelihood of being content within a workplace with how that company represents themselves out in the world. By showing the human side of your company through your social media networks and website, you can put a face with your carrier’s name. This makes you more memorable to potential candidates and helps current drivers feel part of a real team.  

Ask for Help: Sometimes the best way to attract top talent is to work with a recruiting partner who understands drivers’ needs and can match them to your available positions. Drive My Way’s team works with drivers to assess their qualifications and personal preferences to match them with specific jobs that offer what they want. If your old recruiting techniques aren’t delivering quality drivers, it may be time to consider other options.  

Remember Retention is the New Recruitment: While recruiting qualified drivers is always the first step in building a solid team, retention has become equally, if not more, important in the grander scheme of things. Benefits play a huge role in showing employees they are valued and that you care about their success in and out of their truck. Anything from health perks to driver mentor programs show how your company cares and goes the extra mile to ensure drivers have the most resources to succeed at their job as possible.  

Differentiating your freight carrier is important to attract top talent when it comes to drivers, but it reflects well on the company in all aspects. As you retain experienced drivers, you are able to stand out against your competitors, allowing you to attract more customers and deliver better results. It’s a win-win situation for everyone. 

For more tips on truck driver recruitment, please download our free guide today!