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"The achievements of an organization are the results of the combined effort of each individual."
-- Vince Lombardi
Truck Driver Shortage Calls For Creativity
By Doug Ostrowski
Finding truckers and retaining them have become two of the most challenging problems facing the industry today. With trucking demand projected to exceed capacity for the next 15 years, and drivers retiring or leaving the business faster than they can be replaced, trucking companies and logistics carriers are scrambling to protect themselves from serious disruptions to their operations.
How, then, do trucking companies and logistics carriers attract and retain enough qualified drivers to offset an aging workforce and high turnover? Generation Y is one possible answer -- many firms are hosting booths at job fairs to talk to high school students about the freedom of the road, while also painting a realistic picture of job responsibilities. Recruiters must maintain a long-term vision and seek out candidates who sincerely are a good fit and will dedicate themselves to the role. Too many times, promising employees sign up for the position, but resign shortly afterward because the job didn’t meet their expectations. Driving a truck can be demanding and stressful, and it takes a certain character to endure the everyday challenges that come with the profession.
Minorities are an untapped resource for many carriers. The industry already is experiencing a shift to a more ethnically diverse job bank. If companies are attentive to ethnic communities within their operating areas, they can find good candidates through advertising in non-English publications. In Southeast Michigan, for example, carriers have reached the large Russian immigrant community, as well as Arabic and Eastern European populations, through targeted advertising campaigns in those groups’ languages. When recruiting, carriers now must think outside the box as the “trucking family” trend is deteriorating and 9-to-5 office jobs seem more alluring.
We all know that attracting drivers is only half the battle; carriers must also keep them happy and loyal so they don’t jump to other positions for just pennies more per hour or mile. A combination of fresh tactics can be used to retain the drivers a company already has while recruiting new candidates.
One tactic that helps retain drivers is giving them the opportunity to become owner-operators. Establish a financing program that converts company drivers to owner-operators, and set a goal defining how many conversions there should be within the first year. Encouraging drivers to be independent and providing them with a company-endorsed avenue to more income builds solid relationships between companies and drivers. Truck drivers don’t want to look for a new job or purposely break the loyalty of their employers, so communicate effectively that advancement, job satisfaction and greater independence are values you promote.
Another way to keep drivers is to cultivate personal connections with them; show them you care and give them chances to ask questions and resolve issues. This can be done by appointing a driver liaison who regularly calls drivers when they’re on the road. This liaison isn’t appointed just for a new hire orientation -- it’s a long-term mentor and friend. Ask how they’re doing, whether they’re having any problems and give them an opportunity to talk. A friendly voice reaching out to proactively identify and help resolve problems is a human touch that builds loyalty among drivers and gives them an additional reason to stay. These liaisons help prove it’s the person driving at all hours of the day that’s making your customers happy, not just cargo, shipments and delivery times.
The key message for every company is to realize the importance of innovation and fresh thinking in solving driver-shortage issues. To stay competitive in this industry, the same old tactics will not cut it in an ever-evolving business landscape. We must tell the market about existing opportunities and creatively develop new opportunities. It’s up to us to recruit and retain the talent we need to keep our trucks rolling.
Doug Ostrowski is general manager of transportation at Evans Distribution Systems. Based in Melvindale, MI, Evans provides full-service warehousing, packaging and transportation to the automotive, manufacturing, beverage and chemical industries. Visit Evans at www.evansdist.com .
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