Tackling the trucking industry driver shortage: expert insights on how to recruit truck drivers

Published on 12 December 2024 - 7 reading minute(s)

In Europe, 78.6% of freight is carried by heavy duty vehicles. And yet, according to the World Road Transport Organisation, 62% of European transport companies are facing severe to very severe difficulties when it comes to the transport and logistics industry’s driver shortage. The Organisation estimated that in 2023, the continent needed another 233,000 drivers to meet demand. This is expected to rise to 745,000 by 2028.¹ If you’re reading this, there’s a good chance that you may be experiencing this industry challenge first-hand. The good news is that an untapped market exists of potential truck drivers waiting to be recruited. Here are some key recruitment strategies to address the driver shortage and boost your fleet’s attractivity.

The transport and logistics industry is ready for the new generation of truck drivers

A World Road Transport Organisation study published in March 2023 found that Europe has the highest average age across all continents for truck drivers, at 47 years old. Moreover, one third of current drivers are over 55 years old – compared to 21% of the active population. Only 5% of truck drivers are under 25.² The time has come for the road transport industry to renew its employee base, and to get started we have even dedicated an entire guide on the topic.

What makes it tough for new truck drivers to join the transport industry

The reasons for why truck drivers are leaving the industry are varied. Reputed long hours and distances keep drivers away from their family, although this is changing with the development of multi-modal transport. Truck drivers are also under high pressure to perform, from how they drive to the route they follow and the time they arrive. Finally, there is the high cost in Europe of getting a truck driver’s licence.

The whole haulage sector is experiencing a dramatic crunch. This is the ideal moment to question accepted assumptions and techniques, and ask yourself if there’s a better way to tackle the trucking industry driver shortage.

Recruit less obvious profiles as truck drivers

To get to the heart of the matter, we sat down with Sébastien Beaudon, Head of Transportation at RAS Interim Paris. “The increased emphasis on work-life balance and family-friendly scheduling options have contributed to a more diverse transport industry,” he remarks. "We're seeing a rise in young people entering the field, and particularly exciting, an increase in women drivers as well.”

Making the career switch to the truck driver lifestyle

“One of the leading trends these days is career switching,” continues Sébastien. “We're seeing people from all walks of life – from the medical field to factory workers, you name it – dropping their old routines and hitting the open road as truck drivers.” A major source of motivation for them is seeing themselves not inside an office at a desk facing a computer all day, but out enjoying the road transport lifestyle. More specifically a lifestyle with less office politics, and a much greater sense of independence.

Generation Z taking charge of their time

As a fleet manager, you may not spontaneously think of approaching Generation Z (born between 1997 and 2012) since your worlds may only rarely collide. This new generation workforce is the first to have grown up digitally connected, and where social media platforms like TikTok and Instagram are the key channels to reach them. To recruit them as truck drivers, your company needs to have a strong website and social media presence. One idea is to find employees who feel comfortable and post videos of them talking about their experience in the transport and logistics industry.

The industry is seeing more women truck drivers, but there’s still work ahead.

At 4% of the current European truck driver workforce, women are severely underrepresented.³ Forgetting or simply not thinking about hiring them as truck drivers means bypassing half of the workforce. Inclusion and diversity are a strong fleet management strategy in terms of experience and outlook. By creating inclusive job postings that make specific reference to women, and profiling other women who work at your company, you’re more likely to attract more potential truck driver candidates.

You could also consider engaging with the growing number of organisations which have been established to promote the role that women play in the transport and logistics industry. One such group, from the UK, is Girl Torque, which was formed in 2021 by driver Karen Sutherland. Together with a team of inspiring women Karen met during her years in the haulage industry, they work to normalise and promote hard working women in the transport industry, whilst also fundraising for charity – earning backing and sponsorship from a series of major suppliers into the market, including Michelin.

Karen has championed an aspect she considers vital to retaining and recruiting women ౼ and really, anyone ౼ in the industry: a sense of community. Through its presence on social media and messaging apps, Girl Torque has created a space for women to connect with others who understand their everyday experiences and challenges. “We started as a group of strangers,” Karen shares, “but today, we’re a community. We plan meet-ups along our routes, show our trucks at events and connect with people who truly understand what we go through as women in this industry.”

Now in its third year, Girl Torque aims to further elevate women’s roles in the field. Karen believes one way to achieve this is through apprenticeship programs that bring young female drivers into the industry and provide hands-on learning and mentorship.

Show new truck driver hires what there is to love about the job

Truck driving offers a variety of working opportunities, from heavy goods vehicles to smaller delivery trucks and working on construction sites. ‘Once a driver has the right licence,’ Sébastien points out, ‘they can switch very easily between fixed-term, temporary or permanent contacts, which is a big draw for many.’

For others, they’re attracted to the truck, the mechanics and the technology. As Sébastien shared with us, ‘Truck driving has experienced a rapid digital transformation in recent years. Most notably, advancements in truck technology have replaced manual gearboxes with automatic transmissions, while digital features have streamlined the driving experience. Thanks to these combined factors, transitioning to become a truck driver has become not only much easier, but also potentially more appealing to a wider range of candidates.’

Recruitment strategies on how to recruit truck drivers

For some truck driver candidates, the driver’s licence and learning how to become a truck driver may be the biggest hurdles. In this case, you could look into funding the training for the licence. Partnering with local and regional training institutions, industry organisations and specialised recruitment centres will reveal a pool of potential truck driver candidates. For your new truck driver recruits, try pairing them with experienced truck drivers during their first few months. They’ll feel more reassured and like they’re part of a team, and your experienced driver will appreciate passing on their knowledge. Little steps like these can go a long way in creating a more sustainable work environment.

And don’t forget to ask around. As Sébastien notes, ‘Word-of-mouth also plays a major role. Our industry is more of a tight-knit community, where everyone knows each other.’ You’ll never know who you’ll find if you just ask.

Getting your new truck driver recruits to stay: create an appealing work environment

Your most urgent need is to hire one or more new truck drivers. It’s nonetheless worth taking some time to evaluate your company culture and working environment. The better people feel at work, the more likely they are to stay. Here are just a few final ideas to consider when tackling the transport industry’s driver shortage:

• How are new truck driver recruits welcomed? Are they introduced to the full team and company? Are they provided with a full onboarding experience?

• Do employees feel like they’re part of a team? Is it obvious who to call for help, and easy to ask them? Do team members have the opportunity to be paired with mentors they can talk to?

• What kinds of perks are there? Beyond salary and bonuses, some transport companies provide tablets with entertainment and fitness apps included. At others, team building events for all staff are regularly organised.

• Are there training opportunities and room for professional development? Investing in training and career growth can be highly motivational. Driving experience can be leveraged in areas such as Human Resources, operations and maintenance. Giving your truck drivers the opportunity to grow keeps them with you.