The Florida Trucking Association (FTA) is redefining the image of the trucking industry through its new campaign, “Jobs Beyond the Wheel,” which aims to spotlight career paths that don’t involve driving a truck. This initiative is designed to address the critical shortage of skilled workers in the Florida trucking industry and promote the variety of professional opportunities it offers beyond the cab.
The campaign emphasizes that for every truck on Florida’s highways, there is a network of professionals behind the scenes ensuring that the transportation system runs smoothly. FTA President and CEO Alix Miller explained that the new campaign will raise awareness about high-paying, engaging roles within the industry that often go overlooked. “The trucking industry offers exciting, high-earning careers, many of which we want to highlight,” Miller said.
At the core of the campaign is an interactive website that not only promotes the diversity of available roles in the trucking sector but also provides a hub for career resources, training information, job listings, and connections to hiring companies across the state. The platform aims to make it easier for Floridians at various stages of their careers — from high school graduates to seasoned professionals — to explore and access career opportunities in the industry.
While drivers are still in high demand, the FTA is using this campaign to highlight equally essential roles such as diesel technicians, manufacturing specialists, freight brokers, and customer service professionals. The trucking sector is also in need of human resource specialists, transportation attorneys, safety officers, and communications experts, showcasing just how multi-faceted the industry is.
Elizabeth Emmanuel, Vice President of Public Affairs at FTA and creative director of the project, emphasized the campaign’s broad reach: “’Jobs Beyond the Wheel’ showcases different roles and people driving the trucking industry — for those looking for a job today, to college students looking at opportunities after graduation.” The goal is to position the transportation sector as a viable and attractive career choice for individuals with various educational backgrounds and skill levels.
The campaign is backed in part by FloridaCommerce, the state’s business development agency, underscoring the broader economic significance of strengthening the trucking workforce in Florida. With this initiative, the FTA hopes to build a more comprehensive and sustainable workforce that can support the growing needs of Florida’s commerce and logistics sectors.
Ultimately, “Jobs Beyond the Wheel” aims to inspire a new generation of Floridians to see trucking not just as a job behind the wheel, but as a dynamic industry full of professional opportunities vital to the state’s economy.
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