Reaching Younger Drivers

Gone are the days of starting a job out of school, building it into a career, and finishing off one's working life with the same company or organization only to ride off into the sunset of retirement. That all seems like a pipedream anymore, and with good reason. Companies, in general, seem more willing to hire a youngster in at lower pay and then try to keep them at arm's length when it comes to raises or promotions. Why would someone want to stay in an environment like that?

But trucking now has a prime opportunity to change up its image and brand itself to a new generation of driver. Coming out of the pandemic, truck drivers and delivery services have been more highly regarded as the general public now has a greater understanding of just how important a role in transportation really is. So, carriers would be wise to capitalize on a refurbished image and use this time in the spotlight to reach a younger crowd of drivers.

Kids Today

A recent survey of drivers aged 18 to 25 years old, states that one of the conditions young drivers think about when considering a professional driving career is the importance of company culture. The survey was conducted by the American Transportation Research Institute.

84% of those 18- to 25-year-olds surveyed said that they dislike cutthroat work environments and prefer a more collaborative environment where management, dispatchers and other drivers can see themselves as partners and teammates.

The good news is that it seems some carriers are conducting more frequent surveys to better understand the younger employees and their satisfaction and concerns with current business practices. According to the ATRI, many younger drivers identified several practices for building a better community-driven culture.

Leadership

A common misconception applied to those of the Millennial and Gen Z eras, is that kids these days are lazy and don't want to work for anything. However, perhaps an alternate viewpoint would be that today's generations are smarter and more in-touch with their own self existence. Therefore, these young women and men would rather find an occupation that breeds contentment and satisfaction in a job well done, as opposed to endlessly being tempted by the all-mighty dollar.

Young truck drivers have indicated, according to the ATRI, that they appreciate managers or supervisors with whom they can develop a professional relationship of mutual respect. An atmosphere and a feeling of joint contribution to a company instead of simply being viewed as a cog in the machine. The ATRI is also seeing carriers actively bridging the communication gap between employees and management by conducting routine in-person management check-ins. This is good for the wellbeing of all parties involved.

Feedback and Constructive Criticism

It's also been stated that younger employees who feel more trusted, better informed, and fully invested are more likely to remain with their carrier over a longer period of time. Less turnover creates higher job security and satisfaction, and that's something that doesn't differ between age groups.

Experienced drivers in a fleet or at a carrier should be able to provide coaching to younger drivers as they participate in an apprenticeship program, and then progress and continue on as company drivers. Carriers that support the development of such relationships between younger drivers and veteran drivers are likely to experience improved retention rates.

People, even the younger crowd, seem to be more open to constructive criticism when it's coming from a place of proposed improvement rather than one of scolding and punishment. Working together and providing vital feedback, in a constructive way, can help build a better atmosphere and keep driver turnover low.

Open Communication

Finally, reported by the ATRI, younger drivers have repeatedly mentioned their desire for casual opportunities to converse with their colleagues, such as in a break room or driver's lounge, where conversation can naturally occur before and after shifts. Granted, this isn't always possible with over-the-road drivers but it's something worth a carrier's consideration.

To help simplify the means to such communication, carriers should want to develop opportunities for the groups to interact. These groups could be drivers of the same age range and generational ilk, but also mixing veteran and lesser-experienced drivers in an environment that encourages discussions and learning opportunities will help to build an atmosphere anyone would want to take part in.

So, the next time someone wants to disparage the younger generations as they're searching for their place in the workforce, remember that we were all once at that same precipice and it would've been nice to have the support and backing that many carriers are beginning to put forth. Or perhaps you're part of a carrier that is already providing such backing to their drivers, to which the encouragement for such continuance is applauded.