Can your carrier attract younger drivers?

As the Federal Motor Carrier Safety Administration (FMCSA) considers lowering the minimum age of commercial drivers to help offset the driver shortage, motor carriers need to examine what they have to offer Generation Z drivers. It’s important to know how your carrier rates, because multiple operations are realistically vying for these same applicants.

Motivation

Typically, Generation Z has a soft spot for social issues. When considering a place to work, they may look at a motor carrier’s green initiatives, diversity of employees, and corporate charitable contributions.

This generation is also post-Columbine and 9/11. They may have concerns about safety and security that previous generations never brought into the workplace. Carriers may need to show how they are working to protect their employees from harm.

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Generation Z is also one that values quality of life. Drivers may seek employers who offer shorter routes, less time away from home, flexibility in scheduling, paid time off, and fair compensation.

Technology

Younger drivers have never known a time without the internet, computers, or cell phones. They are comfortable with ever-changing technology. Consider the following:

  • Company website. If your website appears old and clunky, or your social media presence looks dated, it will be unappealing to a Generation Z driver. Offering an online application process that streamlines the vetting process is appealing to younger applicants; they are less likely to stop in for a paper application.
  • Truck technology. Aside from investing in electric or low-carbon vehicles, the amenities in the commercial vehicle may determine if a driver stays the course.
  • Driver training. Online and interactive training, as well virtual reality technology, will capture the attention of a new hire, more so than VHS or CD training.

Prepare now for the transition

Baby boomers entered retirement in droves during the pandemic, and as a result, motor carriers are being forced to re-evaluate their hiring strategies. How will yours fare with this up-and-coming generation of drivers?

About the author
Kathy Close - Transportation Editor

Kathy provides regulatory support for a variety of products; her areas of expertise include transportation security, DOT drug and alcohol testing, driver qualification, and the Compliance, Safety, Accountability (CSA) enforcement model.

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