Make People Give a Truck

Blog_TransportationRecruitment

Recruitment campaigns and the trucking industry

The garbage man clings to the back of the truck as stink lines rise overhead like a child’s drawing. A fry cook dodges molten hot grease droplets, preventing yet another second-degree burn. A commercial plumber heads back to the truck for the extra long drain snake. The elementary school custodian reaches for that nauseating bag of sawdust. Mike Rowe sighs and channels the inner resolve of an exterminator.

Certain occupations, regardless of pay or benefits, have tough stereotypes and an even tougher time recruiting employees. The trucking industry is no exception. If anything, it’s the poster child for industries struggling to fill job vacancies.

Anyone tasked with staffing a trucking company with qualified driving professionals is stuck between an 18-wheeler and a hard place. The industry is currently facing a major driver shortage of nearly 100,000 professionals. That means freight sits on docks, supply chains slow down and inventory levels remain in flux. For an industry dependent on movement, it’s startling to hear there’s not a lot of it happening. Not for lack of effort, either. It’s for lack of manpower.

Trucking companies need reliable, hardworking professional behind the wheel – and in a hurry. That’s where a strategic recruitment campaign can help. But how do you make an industry known for being less than glamorous seem appealing to a younger generation of employees? By understanding what the target demographic wants out of a career and what a potential employer can deliver.

Here are a few thoughts on recruiting for the trucking industry:

1. Know the trucker. Be the trucker.

Truckers are often portrayed as foul-mouthed robotic driving machines void of all emotion besides anger. In reality, they’re specially trained professionals most likely working to support a family. Unflattering stereotypes tend to cloud the industry, so it’s important to recognize the drivers as people with lives beyond the road, who appreciate the benefits and compensation offered by many trucking companies. 

2. Speak to purpose; see also: keeping America moving.

Without truckers, stores run out of inventory, hospitals run out of supplies and restaurants run out of food. Appeal to potential drivers’ sense of purpose. Truckers keep the world on track and everyone, from doctors to chefs to warehouse managers, depends on them. They fill an insanely crucial role and it is important to speak to the importance of the industry and a sense of duty. While it can seem sappy or overly patriotic, tactics like these shouldn’t be forgotten or easily dismissed.

3. Don’t park a round peg in a square hole.

Simply put, find your niche audience and recruit accordingly. Think about the types of people – say, veterans, laborers or even farmers – who might have the same work ethic and enjoy the fast-paced environment. Target prospect candidates who already work in industries similar to trucking or for people who have skills that are easily transferable to professional driving.

With driver recruitment, and within the transportation industry at large, it’s an issue of perception versus reality. The current perception: trucking is a dirty, thankless job. It is, like many labor-intensive careers, not an easy occupation and few people will tell you otherwise. That said, it is gainful employment that pays pretty well and doesn’t require long hours trapped behind a desk in a stuffy office under the dingy glow of florescent lights. While the job does require a certain amount of grit, it also provides some things many people would love to have: stability and consistency within their careers with the means to live a quality life with endless potential. 

Looking for people to take the wheel, but need help delivering the right message? WhiteSpace can help! Just flag us down or simply send us a quick note. For more on the videos shown above (including the complete campaigns), visit our work section!

 

Check out these related blog and News posts:

Save

Save

Save

Save

Save

Save

Save

Save

Save

Save

Post a Comment

*Required Fields

WhiteSpace Workbook

Workbook lets you compile all the things you think are awesome about us. Look for the plus sign to add people, projects, concepts – anything – to your Workbook. Then, save what you like as a PDF.

Your workbook is empty.