We need drivers! Where can we find some?
As competition for drivers tightens, one question many carriers are asking themselves is, “Where are we going to find drivers?” To answer that question, carriers may need to change their thoughts and actions on recruiting and cast a wider net.
One reason a change in thinking is needed is that there is no longer a pool of 25-year-old farm kids who have been operating machinery “their whole life” and have two or more years of driving experience. Unfortunately, this is the type of driver that many carriers’ recruiting efforts are aimed at locating.
Cast a wide net
Carriers stuck in the mindset of looking for experienced 20-something farm kids narrow their pool of potential drivers. By concentrating recruitment efforts on one type of driver, they may not be getting into contact with a wider pool of possible drivers. Carriers need to start thinking in terms of multiple sources, including non-traditional sources.
Older drivers
One non-traditional driver source that has opened up is older drivers. These are individuals who are ending one career, but may not wish to quit working. While carriers cannot plan on these drivers staying with the company for 20 years, they can usually plan on several years of solid service.
Because of their financial and life situation these employees may wish to work a casual schedule, such as working two weeks and then taking one off. Carriers that accommodate these types of requests will have had the best success recruiting these people.
Women drivers
Another non-traditional population that is available to carriers is women drivers. However, carriers may need to make recruiting and operational adjustments to become more attractive to women drivers. Simple adjustments, such including existing women employees in recruiting efforts and discussing your efforts around personal safety, can have a huge impact. The carriers that make these adjustments will of course have better recruiting and retention results.
Drivers who speak English as a second language
Drivers are required by the regulations be able to speak English sufficiently to converse with the public and respond to official inquiries. The regulations do not require that the carrier recruit and communicate with their drivers in English. As a result, some carriers have begun recruiting in other languages. However, individual drivers are only hired once the company is assured the driver can read and speak English well enough to comply with the regulation.
Be willing to adapt your methods and media
Recruiting in the new century is going to require carriers change their thinking. Vast pools of drivers are no longer available simply by “placing an ad in the local paper.” Because of this, recruiting efforts will have to become broader based.
The thinking should be, “Any method that can generate contacts is worth the effort.” Methods that should be considered include:
- Using multimedia advertising, web advertising, and social media;
- Being involved in local community activities, community centers, and community service organizations;
- Using referral cards or short applications distributed by drivers, at trade shows, and at key locations;
- Using recruiting services;
- Working with local and state employment agencies and military transition employment services; and
- Advertising in ethnic, non-English, and retired worker newspapers and magazines.
Key to remember
There is not a magic bullet for recruiting. Carriers need to start thinking in terms of non-traditional driver recruitment and using multiple sources.