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How Transportation Companies Are Recruiting and Retaining Long-Haul Truckers

Aug. 16 2023 Information By Erica Bellach

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It's no secret that the trucking industry is facing a major shortage of long-haul truck drivers. As baby boomers retire and demand for freight transportation increases, many transportation companies are struggling to recruit and retain enough drivers. Let's explore some of the strategies transportation companies are using to entice new drivers and keep existing ones on-board for the long run.

Recruiting New Drivers

Transportation firms are getting creative with recruitment by focusing on key demographics and using technology to spread their message. Some tactics include:

  • Targeting veterans - Companies are partnering with veterans' organizations and military bases to recruit those finishing their service. Veterans often have the skills, mindset, and dedication that transfer well to long-haul trucking.
  • Reaching out to women - Women make up just 8% of all truck drivers in the U.S. Companies are working to diversify by marketing specifically to women and highlighting the career's earning potential. 
  • Investment in training programs - To attract new candidates, companies are offering paid CDL training programs. This removes a major barrier to entry and provides a pipeline of new, skilled drivers.
  • Leveraging social media - Companies are taking to platforms like TikTok and Instagram to showcase life on the road and market to younger demographics. The messaging focuses on adventure, independence, earning potential, and job satisfaction.
  • Increased driver referral bonuses - More companies are offering significant bonuses to current drivers who refer new candidates. This incentivizes drivers to tap into their existing networks of friends, family, and other industry colleagues. 

Retaining Experienced Drivers 

While attracting new drivers is essential, retaining experienced ones is equally important. Tactics transportation firms are using include:

  • Improved compensation packages - Companies are offering higher pay, signing bonuses and better benefits to reduce turnover. Things like better health insurance, retirement plans and paid time off are now common.
  • Newer equipment - Providing the latest truck models and technologies makes the job more comfortable and appealing. This also allows drivers to haul loads more efficiently.
  • Shorter route options - Some companies are providing regional and short-haul routes to accommodate older drivers and those wanting more regular home time.
  • Team driving support - Team driving allows for more rest time on long-hauls. Companies are pairing compatible drivers and training them on safe team driving practices.
  • Wellness programs - New programs focus on driver health via counseling, sleep apnea testing, smoking cessation plans, gym memberships and healthy meal options at truck stops.

The truck driver shortage is a pressing issue for the transportation industry. Therefore, trucking companies that succeed at recruitment and retention will have a competitive advantage in the marketplace. Leveraging hiring incentives, modernizing equipment and focusing on driver wellbeing are key strategies companies are deploying to attract and keep drivers.