When the industry lists its biggest concerns, driver and technician shortages are in the top 10 year after year. Here’s the reality: The average age of an OTR driver is 55 years, while the average age of a technician is a bit younger at 42 years. Attracting younger workers is always a challenge, but as the current drivers and techs continue to age (and at some point, retire), this challenge must be met.
At a recent NationaLease meeting, Marilyn Surber, Principal of Candela Professional Group, discussed how big an issue this continues to be. She cited a 2022 Next Gen Trucking report that noted 75,000 new diesel techs would be needed by the end of the year, and 80,000 drivers were needed immediately. Contrast those needs with the fact that only six high schools in the U.S. offered CDL driver programs and 42 high schools in the country offered ASE Certified diesel tech programs.
Surber went into great detail about each generation, their likes and dislikes, and what they expect from their jobs and employers. The baby boomers, those born between 1945 and 1963, are mostly retired or out of the industry. Even the oldest Gen Xers are approaching retirement age. That means the generations we should be looking to are millennials and Gen Z.
Details on millennials and Gen Z
There have been volumes written about these groups; Surber listed specifics that separate these groups from older generations as well as how they differ with each other.
Millennials (born between 1981 and 1996) are very technically savvy and multi-taskers who learn quickly. They are pragmatic, well-organized, independent, and achievement-oriented. Unlike earlier generations, they put a priority on work/life balance and flexibility.
When it comes to their jobs, they:
- Are good team players who like learning from others
- Tend to be high maintenance and need supervision
- Look for direct and fair feedback from managers
- Change careers and jobs quickly and are skeptical about loyalty
- Want creative challenges
- Prefer small goals with deadlines in order to have task ownership
- Challenge the status quo
Gen Z (born between 1997 and 2010) are mostly either at the beginning of their working careers or currently in high school. Like millennials, they are tech savvy, even more so. This generation does not know a world without the internet and they are virtually and literally addicted to their personal devices, spending eight to nine hours a day connected. They are multi-taskers, on a device while performing another task. This is the most diverse generation ever, worried about the environment and the future in general.
Since they are so young, it’s difficult to know how they will perform as workers, but according to Surber, this generation:
- Considers balancing work and personal life as more important than money
- Wants to make an impact in the world with their job
- Uses social media to do their research
- Is the most independent generation
- Would rather shop online than in person
- Values honesty
- Is interested in volunteering to gain experience
Recruiting millennials and Gen Z
Surber noted that the industry has to target these generations where they “live” and that’s online. Fleets will need to have a greater presence on social media, both organically and through paid advertising. These recruitment efforts won’t succeed if your website is not mobile-friendly. That’s especially true considering that as early as 2016, 90% of drivers applied for their jobs online. Applying for a job needs to be easy; if there are too many steps to follow, applicants will give up and go elsewhere. Ensure that they are represented in your advertising as well, keeping in mind that diversity is important to them. Ultimately, inspire them by showing how important the trucking industry continues to be for the economy and the country.
See also: Clark: Are you on the right social media to attract younger talent?
Retaining millennials and Gen Z
Once you’ve found and hired your younger talent, keeping them with your organization is a separate issue that deserves just as much attention as recruitment. Both generations appreciate training and development opportunities, so set early and attainable goals. Both are looking for a purpose that goes beyond just the job; therefore, reinforce how they are making a difference. Make sure your fleet provides the latest tools and technology. Lagging behind here will really make retention difficult since these generations expect tech to be part of the job. Keep them engaged, get them involved in company committees and initiatives, and always make sure to have a robust presence on social media.
Surber offered a hint at how to succeed by citing a passage from When Generations Collide by Lynn Lancaster and David Stillman, “Look beyond your own perspective to understand the events, conditions, values, and behaviors that make each generation unique.”
