In order to stay competitive in the trucking industry, it is essential to have a plan to attract and retain Millennial and Gen Z drivers. This is not only due to the fact that these groups are the largest percentage of the population, but also because they have specific values and preferences that are different from other generations. Here are a few tips on how to appeal to millennials and Gen Z.
Offer training and development opportunities. Millennials and Gen Z value personal and professional development opportunities. Offering paid training programs or tuition reimbursement for courses related to truck driving can help attract and retain young drivers.
Create a modern work environment. Flexibility is key when it comes to attracting younger workers. Many millennials and Gen Zers value work/life balance over traditional 9-5 jobs. When possible, allow your employees to create their own schedules to an extent.
Pay attention to benefits. Health insurance, retirement savings plans, and paid time off are all important benefits that millennials and Gen Zers look for when considering a job. But there are other types of benefits that can make your company more attractive to this demographic as well. For example, offering pet insurance or the ability to bring pets into the cab can also be a major selling point for animal lovers who want to travel with their animals.
Use social media. Geotargeting potential driver applicants with social media ads is a great way to get their attention. Make sure your ad creative is tailored specifically to this demographic- show pictures and short videos of young, happy drivers living their best life on the open road. Use hashtags, emojis, and GIFs to capture their attention on social media platforms like Instagram and Snapchat.
Know Your Audience. This is perhaps the most crucial point of all. What’s important to younger generations varies from baby boomers and Gen X. Consider what’s most important to them and how trucking can offer them what they want most. Many young people want to travel and see new places. As the tiny home and van life movements grow, trucking can offer a paid alternative to hit the road, travel and catch a few sights along the way.
Millennials especially tend to care deeply about what they do. The younger generations prioritize making a difference in the world and tend to gravitate toward jobs, careers, and industries that will enable them to fulfill their desire to do good. The trucking industry can check a major box here when communicating effectively. This industry is vital. It’s absolutely essential and completely indispensable. Trucking moves the world. Drivers get to be a part of something bigger than themselves. Whether it’s spreading Christmas magic by ensuring children have something special under the tree, saving lives by delivering medical supplies, keeping food in bellies year-round, or hauling materials to build homes, everything is touched by trucking.
If you’re interviewing younger people, take a moment to explain how the work they would be doing fits into the economy and supports communities, from their local town and beyond. You can also speak to the stability and job security of drivers, enabling them to plan for the future.
If you want your trucking company to stay ahead of the curve, you need to have a plan in place to attract and retain millennial and Gen Z drivers. These groups are the future, and there are a number of things you can start doing right now to begin attracting these groups.
