Gen-Z truck drivers are increasing in number every year. But if you’re using the same old recruitment tactics, you’re likely having so-so recruitment results with this elusive group. Why?
Gen-Z truck drivers are tech savvy, looking for work-life balance, and have an even stronger nose for the truth than established drivers (and that was pretty strong to begin with). What does this mean for you? It’s vital for your marketing to represent your fleet with authenticity and transparency. Most of all, you need to make sure it’s easy to apply for your driving positions from anywhere on any device.
Here’s a short practical guide to attracting younger drivers to your fleet.
Some quick facts about Gen-Z
Gen-Z is no longer exclusively “kids”. The generation spans birth years from 1997 to 2012, which means roughly half of Gen-Z is already in the workforce. Now that Generation X is beginning to retire, it’s estimated that Gen-Z will make up 30% of the workforce by 2030.
What’s more, Gen-Z has shown more interest in skilled labour jobs than the generations before them. 42% of Gen-Z workers are either working in, or pursuing, “blue collar” jobs. And of those, one third hold a university degree. Gen-Zers see truck driving as a reliable, fulfilling career.
What does this mean for your fleet? No need to spend time convincing Gen-Z that trucking is a fulfilling career. Instead, focus on showing why your fleet is the ideal place for a trucking career.
Emphasize home time and balance
Gen-Z may be fonder of skilled labour roles than previous generations. What makes them different from older truck drivers, though, is they’re looking for a fleet that supports them in and out of the rig. What does this mean for you? Make sure you speak to more than what you pay and where you run.
- Show off the benefits you have to offer, especially for things like vision and dental.
- Do you have paid vacation days, healthy living programs, or pet-friendly policies? Put those front and centre as well.
- Your soft benefits should shine through in your job description: your open-door policy, your state-of-the-art driver’s lounge, your quarterly driver barbecues. All these things show you’re a fleet that sees its drivers as people, not cogs in the machine.
Gen-Z drivers are looking for fleets that see them as a whole person. So make sure you’re bringing balance to the table (and yes, more established drivers will appreciate it, too).
Ensure your website is mobile-friendly
People 30 and under use their phones as their primary device, rather than computers or tablets. This means your driver application form should be short, snappy, and most of all, easy to use on mobile devices.
- Ask for key information first in mobile applications: name, contact info, address, and years of experience.
- Speaking of experience, you can also include “knockout” questions on mobile, such as necessary tickets, specialized experience required in the role, and so on.
- It can’t be said enough: be clear about what the next steps are, and what the applicant needs to do (this is something drivers from every generation want to see!)
Gen-Z drivers are looking for jobs while on the go, and that means they’re using their mobile devices. Make sure your job applications can be completed while on the run.
Recruit through social media
Gen-Z often turns to social media to garner information about companies and jobs. If you’re looking to hire more Gen-Z drivers, then it’s important to be active on social media. By this, we mean you need to do more than just run recruitment ads. Social media is where your fleet can really shine, so don’t be afraid to show who you are and what you stand for with authenticity.
- Candid, day-in-the-life posts show off the people behind your name and brand.
- Driver testimonials, especially from other Gen-Z drivers, really sell your fleet.
- Jokes and memes help cultivate community and encourage dialogue.
- Video tours of your rigs, your facilities, and your locations help drivers picture themselves as part of your team.
Keep in mind that while Gen-Z gets a lot of their info from social media, they’re also wary of any ads that make trucking look too good to be true. A well-produced video that shows the “warts and all” version of your fleet will play better. And it doesn’t have to be particularly glossy, either. Raw, real content tends to perform better in the social media space.
Authenticity wins with this demographic.
Most importantly, you never want to leave a potential driver “on read” for too long! Gen-Z drivers expect a reply within 24 hours, and less is even better. Send out confirmation of their application ASAP, along with next steps.
Focus on culture and purpose
We keep coming back to company culture for a reason: it matters to almost all Gen-Z truck drivers. Your fleet’s culture should shine through in all your marketing: in print, on your website, and on all your social channels. In other words: show, don’t just tell, who your fleet is and what you stand for, both on and off the road.
- Sustainability: Gen-Z drivers are looking for fleets who care about reducing their environmental impact. Be sure to highlight everything you’re doing to go green: parts and fluid recycling, improving aerodynamics, or community tree planting.
- Technology: Gen-Z is quick to embrace technology, and Gen-Z drivers are no exception. Whatever kind of new tech your fleet has adopted – telematics, automated features, digital reporting – make sure would-be drivers know about it.
- Career advancement: highlight how your drivers can build their careers, in and out of the cab, and go into detail on how your fleet helps it happen.
- Your mission: how has your fleet become an involved member of their local community and the trucking industry as well? Show off your participation in local events and charities, and the causes you support as well.
In short, your company’s culture matters as much to Gen Z as your pay rate and runs. So make sure you highlight who you are and what you do.
Gen-Z truck drivers will soon make up a huge chunk of trucking’s workforce. Make sure you know how to bring them into your fleet. If you need help making that happen, that’s what KAT Media has already done for top fleets all across North America. Get in touch with us today.