The nationwide truck driver shortage, estimated at roughly 60,000 drivers by the American Trucking Associations, creates intense competition for trucking companies. This scarcity is driven by an aging workforce and challenges in attracting new candidates. This guide offers strategies to find, attract, and hire the qualified drivers needed for your operations.
Build an Attractive Driver Package
A desirable and competitive driver package is the foundation for attracting talent. It should include compensation, benefits, and quality of life perks that show drivers they are valued. A strong package is a recruiting tool and the first step in building a culture that retains drivers.
Examine your compensation structure first. While cents-per-mile (CPM) is traditional, many companies now pay drivers by the hour to compensate for time in traffic or during loading. Other models include a percentage of the load, which aligns driver pay with company revenue, or a straight salary for stable income. Researching what competitors offer for pay, bonuses, and benefits is a necessary step to ensure your package stands out.
Comprehensive benefits are a major consideration beyond the paycheck. Standard offerings should include medical, dental, and vision insurance, plus retirement plans like a 401(k) with a company match. To be more competitive, add benefits that address specific driver risks, such as a CDL legal defender plan or options for short-term disability and voluntary life insurance. Offering family coverage options is also a significant factor for many drivers.
Quality of life perks can be the deciding factor for a driver choosing between two similar offers. Guaranteed home time is a top priority, so offering predictable schedules or regional routes can be a powerful incentive. Modern, well-maintained equipment is a major draw, as are policies that allow for pets or riders. Sign-on, safety, and performance bonuses can further sweeten the deal and motivate high performance.
Create Compelling Job Postings
Once your driver package is set, communicate its value through clear and persuasive job postings. The job description is a candidate’s first impression of your company, so it must be transparent and detailed. Honesty builds trust and helps ensure applicants are a good fit for the role and company culture.
Use a direct, informative job title like “CDL Class A Truck Driver.” To capture attention, include a benefit in the title, such as “CDL Truck Driver – Average $X per week” or “$X Sign-On Bonus.” This transparency attracts serious candidates. The introductory summary should concisely describe the job, your company, and why it’s a great place to work.
The body of the posting should feature your compensation and benefits package. Use a bulleted list for key information that drivers care about most.
- Weekly pay averages
- Health, dental, and vision insurance details
- Paid time off policies
- Home time guarantees
Clearly outline job requirements, including the necessary CDL class, years of experience, and any specific endorsements needed. Detail the nature of the work, such as the type of freight, typical routes, and if loading or unloading is required.
Utilize Diverse Recruiting Channels
To reach qualified candidates, cast a wide net across various recruiting channels. A multi-channel approach ensures your job postings are seen by both active and passive job seekers, increasing your applicant pool’s size and quality.
Online Trucking-Specific Job Boards
These websites are a primary resource for finding high-intent candidates actively looking for their next opportunity. Posting on well-known boards ensures your openings are visible to a targeted audience with the required licenses and experience.
General Job Boards
General job sites like Indeed and ZipRecruiter offer immense reach. While they can generate a high volume of applicants who are not specialized in trucking, they are useful for filling local or regional positions.
Social Media Platforms
Social media is a powerful tool for recruitment and branding. Facebook has many groups for truck drivers where you can post jobs and interact with candidates. LinkedIn is effective for showcasing professionalism and connecting with experienced drivers. Sharing posts about company culture, driver success, and new equipment can attract passive candidates.
Driver Referral Programs
Your current drivers are an effective recruiting asset. A driver referral program incentivizes them to recommend qualified friends and colleagues. Referrals often lead to high-quality hires who are a good cultural fit and understand the job.
Trucking Schools and Training Programs
Build relationships with local CDL schools to connect with the next generation of drivers. You can engage students before they graduate, offering a clear career path. This channel is useful for filling entry-level positions and building a talent pipeline.
Traditional Advertising
Traditional advertising still has its place. “Now Hiring” signs on your trucks and trailers turn your fleet into mobile billboards. For local positions, advertising on local radio can also reach potential candidates.
Streamline Your Hiring and Onboarding Process
An inefficient hiring process can cause you to lose qualified candidates to faster competitors. Speed, communication, and professionalism are paramount. A smooth process secures new hires and sets a positive tone for their tenure with your company.
The initial screening stage requires prompt action. Respond quickly to applicants to show you value their time. Technology like an applicant tracking system can help manage applications, while electronic document management reduces paperwork. This allows drivers to submit documents like licenses and medical certificates remotely.
Structure interviews to assess both skill and cultural fit. Ask about their safety record, equipment experience, and how they handle on-road challenges like dispatch issues. Including a fleet manager in the interview provides valuable insight and gives the candidate a clearer picture of the role. Conduct necessary background checks, like MVR inquiries and DOT screenings, promptly after the interview.
A well-organized onboarding process is the final step. The first few days should be structured to familiarize the driver with company policies, safety protocols, and personnel. Introducing them to dispatchers and office staff helps them feel like a valued team member from day one. This experience is foundational to long-term driver retention.
Focus on Driver Retention
Hiring a new driver is a significant investment. Long-term success lies in keeping the skilled drivers you have, which reduces the pressure to recruit. While an attractive package gets them in the door, a positive company culture makes them stay.
Open and respectful communication is the bedrock of retention. Drivers who feel heard and valued are more likely to stay. Management and dispatchers play a direct role in a driver’s daily experience, so treating them with respect is fundamental. Establish clear channels for feedback and act on it to show their opinions matter.
Recognizing drivers for their hard work is a powerful retention tool. This can range from “driver of the month” awards to shout-outs for a clean inspection or positive customer feedback. Celebrating milestones like years of service or safe driving records builds morale. Structured rewards programs can also incentivize performance and loyalty.
Retention comes down to delivering on promises made during recruitment. If you guaranteed a certain amount of home time, consistently provide it. If you touted modern equipment, invest in its upkeep. A reputation for trustworthiness is invaluable, as word-of-mouth in the driver community is powerful advertising.