Against the background of the well-known shortage of drivers, industry experts note that it is necessary to take certain steps in the direction of attracting the young generation, adults from 18 to 25 years old, to the career of cargo carriers.
A a recent report by the American Transportation Research Institute (ATRI). describes best practices for attracting and retaining young drivers.
Count Alex Leslie, scientific analyst p ATRIas a believer in this new priority of recruitment of young employees.
“We have an aging driver workforce, with most drivers between the ages of 50 and 65,” Leslie said. “These people have a lot of experience and skills, and when they retire, we want to make sure that their skills are passed on and that the right people fill their positions.”
With a background in quantitative and qualitative research, Leslie broke into the trucking and logistics industry just over a year ago. At ATRI, he strives to solve real-world problems by studying trucking labor, wage, and relationship statistics.
Leslie added that many Gen Zs and millennials have acquired valuable skills and knowledge of their own to bring to the media table. But they also want to know specifically what operators can provide them—perhaps one of the biggest differences between older and younger generations in the workforce.
According to Leslie, the key qualities young people are looking for is more than just a competitive salary. It also requires feedback and culture. The younger generation wants a job that not only pays well, but also includes positivity, transparency and mutual respect.
“They want a mentoring relationship where when bad habits start to form, they want the conversation right away, not down the line during a monthly or quarterly review,” Leslie said. “I think those benefits are starting to change some of what the curriculum is starting to look like, which I think benefits everyone.”
Speaking to young truck drivers, Leslie said 84% said company culture was important.
“They also acted on that because when we asked young drivers what brought them into the industry, around 40% said the pay, but around 60% said something else – work-life balance, long-term stability of the cars ‘eri, etc. all are related to culture to one degree or another,” he said. “Company culture is about more than just being nice or getting things done on time. If it’s going to be meaningful to employees, it needs to be more specific and make you stand out.”
Leslie also emphasizes the importance of positive and transparent job advertising.
“A lot of young people don’t know the industry,” he said. “When it comes to marketing and advertising your recruitment materials, the more transparency you have in your day-to-day business, the more successful those recruitment materials will be.”
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