Fleet operators can adopt technologies to attract new generations to trucking (thousands of drivers short of the numbers needed). Lindsey Trent of Next Generation in Trucking believes recruiters can leverage tech. A study found that almost all surveyed high school-age students were surprised by the modernity of the truck when presented with an advertisement promoting trucking careers with a focus on tech. Trent said presentations to schools about trucking careers use tech, and Marilyn Surber (Tenstreet software) noted that mobile-first technology is what a younger generation is looking for. The Driver Pulse app streamlines the hiring process for carriers and drivers.
Surber is an experienced industry speaker with 15 years in transportation, communications, recruiting, safety, and driver training. Velociti Inc. provides training to attract Gen Z, and effective communication strategies are essential for attraction and retention. Research shows workflow and communication apps correlate to productivity gains. MIT research shows that 18 minutes per day for every professional driver would be enough to overcome the current U.S. driver deficit.
Central Oregon Truck Co. experienced driver communication, recruitment, and retention challenges (94% turnover rate) and worked with Eleos to develop a custom driver app, reducing the turnover rate to 76%. Trucker Path’s mobile app (65% of users over 45) offers truck-optimized routing, real-time parking availability, fuel prices, and weigh station statuses. TruckLoads digital freight exchange helps drivers source loads and connect with brokers.
Fleets should consider the whole experience of finding and onboarding drivers, with technology playing a vital role (e.g., Bendix and ZF Group’s Wingman Fusion, Bendix ESP, and ACom PRO diagnostic software). Younger generations expect technology; if it’s not there, it’s a negative. Fred Andersky (Bendix) and Shaun Twomey (ZF) highlight how the latest technologies can entice drivers and technicians and have opened career possibilities to a broader demographic.
Noregon provides instructors access to software their students will use in their careers, while Decisiv integrates video inspection tools. Josh Webb (Velociti Inc.) said: “We need highly skilled people to work on technologies using high-tech tools. We’re investing in the knowledge and skills to design, deploy, and support a variety of technologies, to attract a generation that finds the high-tech nature of the work attractive.”
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