How well does your carrier appeal to female drivers?
The current driver shortage has many motor carriers rethinking how to market their operations to untapped labor sources, such as female drivers.
DOT encourages women drivers
Women are significantly underrepresented in the trucking industry, holding only 24 percent of all transportation jobs. Recent federal efforts seek to eliminate barriers that prevent women from entering and remaining in the trucking industry. The Bipartisan Infrastructure Law and part of the Biden-Harris Trucking Action Plan direct the Department of Transportation (DOT) to establish a Women in Trucking Advisory Board. The Advisory Board was launched March 2022.
The Administration’s Trucking Action Plan addresses apprenticeship programs, driver compensation, and driver recruitment and retention, and the Board is viewed as a key part of this plan.
Perform an audit of your operation
Even though women are a potential labor reserve, your carrier may need to take a step back before diving into a recruiting campaign aimed at women. You should examine your operation to see how friendly it appears to female job applicants. Anything viewed as a red flag could remove your carrier from candidacy, since the applicant is also interviewing you. Remember, women, just like men, have their pick of driving positions.
Audit your carrier using the following questions to help ensure you are an employer of choice to females (and others) applying:
- Are there areas in need of improvement to ensure the work environment suits all potential new drivers?
- Is the terminal clean and welcoming?
- Does the terminal have male and female bathroom facilities and gender-neutral options?
- Are there inappropriate posters, calendars, or sexist décor around?
- Are your company policies and procedures written to be gender neutral, using gender-neutral pronouns, and addressing more than the just the concerns of a male audience?
- Does your pay scale allow everyone the same earning potential?
- Is everyone given equal opportunity to work toward a promotion (trainer, management)?
- Do you need to add or improve policies on benefits, such as:
- Family/medical leave?
- Vacation time?
- Retirement planning?
- Health insurance?
- Wellness programs?
- Do you require sexual harassment training, even when not mandated under state employment law?
- Have you clearly communicated more than one way to report sexual harassment and have a track record proving it will not be tolerated?
- Are driver apprenticeship opportunities offered equally to men and women?
- Do you have female trainers to help onboard female drivers?
- Does the driver seat fit a smaller-framed person (allow safe and comfortable foot positioning on the pedals)?
- Do you offer personal protective equipment designed to fit women?
- Do you offer 24/7 roadside assistance for your vehicles?
- Do you address personal security while on the road, including an emergency notification option on your ELDs?
Next steps
Once the review is complete, your carrier needs to address anything that would dissuade women from applying to your company or cause a female employee to quit. Issues may be more complex than just a dingy facility. It may require a change in corporate culture for a woman to feel welcomed by the organization.
Note that many of the responses you gave to the checklist above can apply to other positions at the carrier, such as dispatch, fleet maintenance, driver trainers, and supervisory roles
Now you’re ready to advertise
Once you have dealt with any recruiting and retention obstacles identified in your audit, it is time to advertise your openings.
Ways to show your presence include:
- Expanding your social media efforts through:
- Sharing stories about the benefits of being a truck driver, and
- Highlighting driver success stories;
- Joining trucking associations that encourage female drivers;
- Partnering with high school and vocational schools to offer trucking as career path; and
- Attending job fairs that allow you to showcase your openness to female applicants.
Of course, word-of-mouth referrals are also important. You want a reputation among current drivers that they would feel comfortable telling female friends and family to apply at your carrier.