Clark: How social media and technology are changing diesel technician search strategies

For the last few years, I’ve been writing articles addressing the ways advanced technology and social media may be types of a “silver bullet” to attract younger workers to our industry. As experienced diesel technicians age out and newer candidates are needed, fleets investing in AI and other technologies may stand a better chance of recruiting from Millennials and Gen Z, if they know where to search.

Just last week, my IdeaXchange article showed how AI can be a major boon when it comes to lowering maintenance costs ... and AI is just at its early stages when it comes to its potential usage. Also, last week, FleetOwner posted an article on this topic. Citing a study by Samsara, FleetOwner noted that 85% of respondents “said that modern technology tools have made their industries more desirable to younger workers. Many also reported increased employee morale, improved productivity, and lower turnover.”

This becomes more important as fleets continue to face tech shortages. A 2022 Transportation Technician Supply & Demand report found that there were, at that time, over 41,000 open positions with only 11,000 technicians to fill them. With the U.S. Bureau of Labor Statistics estimating demand will grow four percent in the decade from 2021 to 2031, this poses a real problem for fleets. A lack of maintenance workers can translate to more breakdowns, extended downtime, and expensive repairs. This all comes when global competition forces more companies to be more productive while keeping costs under control.

But before you can attract candidates, you first have to reach them

The Samsara study addresses how technology can help attract and retain qualified technicians, but reaching them where they search is another matter altogether. Every fleet searches for the perfect recruitment tool to attract the most qualified candidates. Job boards and referrals are still in play, but social media has taken a commanding lead. Right now, that’s in flux due to the questions about TikTok, one of the most popular sites for the age demographics most in demand.

Last year, Sprout Social, a software company that helps businesses optimize their use of social media, tracked the use of social media platforms by age demographics and found the following results:

• 18-29 years: Snapchat (41%), TikTok (35%), Instagram (32%)
• 30-39 years: LinkedIn (34%), X/Twitter (34%), Snapchat (33%)
• 40-49 years: LinkedIn (25%), Facebook/22%), X/Twitter (21%)
• 50-59 years: Facebook (29%), LinkedIn (24%), Pinterest (24%)

Younger workers don’t list Facebook or LinkedIn as their top usage. Facebook doesn’t even come into play until you hit that 40-49-year-old group. However, just because LinkedIn and Facebook don’t register as well, you should still be using them as recruitment tools. Remember, a 40-year-old technician can be with your fleet for the next 20-plus years, so don’t ignore these sites.

See also: 2025 FleetOwner 500: For-Hire sees significant carrier shifts

Consider using videos as a recruitment tool

Gen Z and Millennials have grown up using social media, mobile devices, and streaming services. They expect the organizations they work for to use all or some of this technology. Snapchat and Instagram use photos and videos, while TikTok only offers videos. Since Snapchat’s offerings disappear as soon as they are opened, this might not be a helpful resource for companies seeking to recruit younger talent. However, Instagram and TikTok are where this group spends an inordinate amount of time, making them ideal places to recruit, at least until the TikTok situation is resolved.

It's important to remember that recruitment is more than just offering a specific position in the organization; it’s also a way to promote brand awareness as well as your company culture. That’s why videos are so impactful. Realize that the first time a potential candidate sees your video, they may not be actively searching for a job; however, your video can plant an image in their mind for future reference.

Find out if any of your younger technicians are also influencers with recognizable faces and established credibility, and consider using them in your videos. Also, showcase your newer trucks and tools and show them on the shop floor to entice applications.

Technology and social media go hand in hand when it comes to recruitment

As the recruitment landscape continues to evolve, fleets that aim to attract younger technicians must embrace advanced technology and leverage social media platforms. The convergence of AI, social media, and video content enhances outreach efforts and cultivates a brand that resonates with the next generation of talent.