The trucking industry in America is in crisis: a CDL (Commercial Driver’s License) driver shortage. The American Trucking Associations (ATA) says the shortage reached over 80,000 drivers in 2021 and will continue to grow unless something changes. For trucking companies this is more than just a hassle – it’s the ability to meet customer demand, higher costs and strained supply chains.
Recruiting CDL drivers during a shortage requires different and strategic thinking. In this post we’ll look at proven ways to attract and retain qualified drivers in a competitive market so your company can stay open and successful.
Why is there a CDL Driver Shortage?
Before we get into recruitment strategies let’s understand the reasons for the shortage. Some of the main reasons are:
Aging Workforce: The average CDL driver is 55 and many are retiring without enough new drivers entering the field to replace them. Lifestyle: Long hours on the road, time away from home and physical demands make the trucking lifestyle less appealing to younger generations. Strict Licensing: Getting a CDL requires intense testing, training and regulations which deters some potential drivers. COVID-19: The pandemic caused training and licensing delays and made the shortage worse as fewer new drivers could enter the workforce. Now that we know the problem let’s look at how trucking companies can overcome these challenges with recruitment strategies.
1. Competitive Pay and Benefits
In a driver shortage competitive pay packages can be the difference maker in attracting top talent. CDL drivers today want more than just an average wage; they want stability, rewards and career growth.
Higher Pay: Above average pay is a must in today’s market. Consider performance based incentives such as bonuses for safe driving records, fuel efficiency or on time deliveries. Sign-On Bonuses: Many companies are using sign-on bonuses as a recruitment tool. Large sign-on bonuses ($5,000 to $10,000) are becoming common especially for long haul drivers. Full Benefits: In addition to salary full benefits like health insurance, retirement plans, paid time off and wellness programs can make your company more attractive to drivers. Flexible schedules and guaranteed home time are especially appealing to drivers looking for a better work-life balance. Referral Bonuses: Rewarding your existing drivers for referring friends or acquaintances can expand your candidate pool. Referral programs incentivize your drivers and bring in candidates who are pre-vetted by your current workforce. Pro Tip: Customize your compensation packages to different types of drivers. For example younger drivers may be more attracted to tuition reimbursement for CDL training while experienced drivers may prioritize retirement benefits or stability in home time.
2. New Talent Pools
In a shortage times expanding the traditional talent pool is key. Here’s how you can tap into new groups of drivers:
Recruit Women Drivers: Women make up less than 10% of the trucking workforce yet they are an untapped pool of CDL drivers. Create a more inclusive culture and offer benefits that cater to female drivers such as flexible schedules and safe, well maintained equipment to attract this demographic. Attract Younger Drivers: Millennials and Gen Z are the future of the trucking industry but they require a different approach. Highlight career growth, training programs and technological advancements in the industry. Promote your company’s commitment to modern technology, sustainability and innovation as these are often important to younger workers. Target Veterans: Veterans have skills that transfer well to the trucking industry such as discipline, long distance driving experience and ability to work in a structured environment. Many veterans are eligible for CDL training programs and offering veteran specific recruitment campaigns or benefits can help you reach this group. Hire Entry-Level Drivers: While experience is often preferred companies struggling with driver shortages can focus on hiring entry-level drivers and train them. Offering CDL training or reimbursement for getting a CDL license can attract those who want to be drivers but don’t have the qualifications yet. Pro Tip: Partner with trucking schools or community colleges to offer on-the-job training and get a pipeline of new drivers. Sponsor students through CDL programs to build a long-term workforce.
3. Use Technology to Streamline Recruitment
Using technology in your recruitment process can help you find and hire CDL drivers faster. Here’s how:
Digital Job Boards and Apps: Post your job openings on CDL specific job boards like CDLjobs.com or TruckersReport which are designed to connect employers with qualified drivers. Also platforms like Indeed, ZipRecruiter and Drive My Way have digital tools to help you streamline the recruitment process. AI-Powered Candidate Matching: Some platforms use AI driven algorithms to match job postings with qualified candidates based on their experience, location and preferences. This can save time by reducing the number of unqualified applications. Social Media Recruitment: Use social media platforms like Facebook, LinkedIn and Instagram to reach out to drivers. Targeted ads and posts can reach candidates who may not be actively looking but are open to new opportunities. Share stories of your company culture, testimonials from current drivers and updates on new equipment or benefits to attract passive candidates. Video Interviews and Virtual Job Fairs: Hosting virtual job fairs and video interviews allows you to connect with candidates no matter where they are. These tools save time and are flexible for both recruiters and potential drivers. Pro Tip: Have a strong online presence including a dedicated career page on your website that showcases your company’s benefits, culture and commitment to drivers. Include testimonials and videos to make it engaging for potential candidates.
4. Improve Your Company Culture
Drivers want more than just a paycheck they want to work for companies that value their well-being, provide growth opportunities and treat them as part of the team.
Driver Recognition Programs: Recognizing and rewarding drivers for their work can build loyalty and reduce turnover. Implement driver of the month programs, safety awards or even small incentives for consistent performance. Recognition goes a long way in creating a positive work environment. Open Communication: Have open lines of communication with your drivers. Regular feedback sessions, listening to their concerns and addressing their needs will create a more driver friendly culture. Focus on Health and Wellness: Trucking can be tough on drivers’ health so promoting wellness programs, healthy food options and ergonomic equipment will set you apart as an employer that cares about the physical and mental well-being of your drivers. Flexible Scheduling and Home Time: Offering flexible scheduling options and guaranteed home time can improve driver satisfaction. Since time away from home is a major deterrent for many to the profession, ensuring your drivers have a balance between work and home life can reduce burnout and turnover. Pro Tip: Have mentorship programs within your company where experienced drivers help train and guide new recruits. This will create a sense of community and improve the onboarding experience for new hires.
5. Partner with CDL Schools and Training Programs
Partnering with CDL schools and training programs can create a pipeline of new drivers for your company.
Sponsor CDL Training: Offering to pay for CDL training for new recruits can be a great recruitment tool. Many individuals want to be a driver but are held back by the cost of training programs. Sponsoring their training not only fills your vacancies but also builds loyalty with the new drivers. Internships and Apprenticeships: Partner with schools to offer internship or apprenticeship programs. This hands-on training allows students to get experience while building a relationship with your company. Host Job Fairs and On-Campus Events: Engage with students early by hosting job fairs, seminars or meet-and-greets at local CDL schools. These events allow potential drivers to learn more about your company and the benefits you offer. Pro Tip: Build relationships with CDL schools and training programs for long term supply of newly licensed drivers.
Conclusion of CDL Driver Shortage
The CDL driver shortage is a big problem for the trucking industry but by implementing these recruitment strategies you can attract and retain the drivers you need. Competitive pay and benefits, new talent pools, technology and a driver friendly culture are key to securing your workforce during a driver shortage.
In a competitive market those who invest in their drivers and think outside the box with recruitment will be the winners.
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