Driver shortage prompting carriers to rethink how to recruit new talent

Understanding the Driver Shortage

The shortage of drivers in the U.S. trucking industry is its greatest challenge in the years ahead. According to a report from the American Trucking Association, the industry is currently down about 50,000 drivers. That is expected to more than triple to 175,000 drivers by 2024.

The organization cites several reasons for the scary forecast with the difficulty of finding eligible candidates at the top. Most carriers have strict criteria for hiring, which includes driving history and experience, and these companies are unwilling to lower their standards because they know that increased insurance premiums and likelihood for accidents will be costly.

The result is that the greater demand for drivers is increasing turnover rates as qualified drivers jump from carrier to carrier based on better pay, benefits, and routes. Companies like Kenan Advantage Group (KAG), an Ohio-based bulk transport and logistics provider, are paying more to meet capacity. KAG announced in September it was instituting guaranteed pay increases over the next three years specifically to ward off a drive shortage.

“As the flagship carrier in the tank truck segment, it is important that we boldly assume the responsibility of protecting our customers from the painful impacts of the driver shortages,” CEO Dennis Nash said. “A potential tsunami is building now that presents serious consequences if not addressed.”

Solutions like that are expected to slow the rate of drivers leaving the industry. But experts say more is needed to attract a workforce that is younger and more diverse.

Millennials are not turning to the trucking industry for different reasons, one being the fear that with the rise of automated trucks, their career could be obsolete in coming years, so they are turning to carriers like UPS and FedEx instead. Other reasons include state laws that require truck drivers to be 21 to cross state lines and low salaries. Timothy Judge, a director of research at Stay Metrics, a driver-retention consultancy, says that the current trend toward bonuses in the industry represent “an act of desperation.”

“What are you communicating to the drivers? That it’s all about the short-term,” he told Bloomberg.

The industry also suffers from gender and racial inequality as nearly 100 percent of drivers are men and 75 percent are white.

Some say that automation depends on healthy driver pools and the industry needs messaging to tell potential candidates that automation is not intended to replace drivers but to create increased safety on the road. In fact, autonomous trucks may still need drivers in cabs to prevent potential breakdowns and more.

Bob Biesterfeld, president of North American transportation at third party logistics and supply chain management provider, told Bloomberg autonomous trucks may still need a driver in the cab to make sure nothing goes wrong.

“Companies are not developing technology with a goal of replacing drivers,” he said. “Their goal is creating safer highways.”

What are your thoughts on driver shortage in the trucking industry? Have you been involved in solutions to increase driver pools or to incentivize drivers to remain in the industry? Let us know in the comments below!

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Modern Recruitment Strategies Reshaping Driver Hiring

Carriers are fundamentally changing their approach to driver recruitment, moving beyond traditional newspaper ads and truck stop postings to embrace digital-first strategies. Leading transportation companies now allocate significant portions of their marketing budgets to social media platforms, online job boards, and targeted digital advertising campaigns that reach potential drivers where they spend their time.

Digital Recruitment Platforms and Social Media Outreach

Progressive carriers are leveraging platforms like Facebook, Instagram, and TikTok to showcase company culture and driver testimonials. Swift Transportation, for example, uses video content featuring real drivers discussing their experiences, work-life balance, and career progression opportunities. These authentic stories resonate more effectively with younger demographics than traditional recruitment materials.

Companies are also partnering with specialized trucking job platforms such as TruckersReport and CDLLife, which offer more targeted reach than general employment sites. These platforms allow carriers to highlight specific benefits like flexible scheduling, modern equipment, and regional routes that appeal to different driver preferences.

Employee Referral Programs and Community Engagement

Many carriers have restructured their employee referral programs, offering bonuses ranging from $1,000 to $5,000 for successful driver referrals. J.B. Hunt implemented a tiered referral system where current drivers receive increasing bonuses based on the longevity of referred drivers, creating long-term incentives for quality referrals rather than just volume.

Community engagement initiatives include partnerships with military transition programs, community colleges offering CDL training, and local workforce development agencies. These relationships create consistent talent pipelines while positioning carriers as invested community partners.

Innovative Compensation and Benefits Packages

The driver shortage has forced carriers to completely reimagine their compensation structures, moving beyond simple per-mile pay to comprehensive packages that address drivers’ diverse financial and personal needs.

Performance-Based Pay Models and Transparency

Leading carriers now offer guaranteed minimum weekly pay regardless of available loads, addressing one of drivers’ primary concerns about income predictability. Companies like Prime Inc. provide detailed pay breakdowns showing how drivers can maximize earnings through safety bonuses, fuel efficiency incentives, and on-time delivery rewards.

Transparency in pay calculations has become crucial, with many carriers now providing mobile apps that allow drivers to track earnings in real-time and understand exactly how their pay is calculated. This transparency builds trust and helps drivers make informed decisions about route acceptance and performance optimization.

Comprehensive Benefits Beyond Traditional Healthcare

Modern benefit packages include elements specifically designed for the trucking lifestyle:

• Flexible time off policies that accommodate the irregular nature of trucking schedules
• Family support programs including spouse travel opportunities and dependent care assistance
• Equipment upgrade programs allowing drivers to access newer, more comfortable trucks
• Professional development opportunities such as hazmat certification, defensive driving courses, and leadership training
• Wellness programs addressing the unique health challenges faced by long-haul drivers

Some carriers have introduced signing bonuses structured as retention tools, with payments distributed over the driver’s first year rather than upfront lump sums. This approach reduces turnover while providing ongoing financial incentives for drivers to remain with the company.

Frequently Asked Questions

What qualifications do trucking companies typically require for new drivers?

Most carriers maintain strict hiring criteria including clean driving history, relevant experience, and meeting age requirements. Companies are reluctant to lower these standards because poor driving records lead to higher insurance premiums and increased accident risks, which ultimately cost more than maintaining selective hiring practices.

How much can truck drivers expect to earn in today’s market?

Driver salaries vary significantly based on experience, routes, and company benefits. Some carriers like Kenan Advantage Group are implementing guaranteed pay increases over three years to retain drivers. However, industry experts note that low starting salaries remain a barrier to attracting younger workers to trucking careers.

Will self-driving trucks eliminate trucking jobs in the near future?

Autonomous trucks are designed to enhance safety rather than replace drivers entirely. Industry experts believe drivers will still be needed in cabs to handle potential breakdowns and monitor automated systems. The technology focuses on creating safer highways, not eliminating human oversight of commercial vehicles.

Why aren’t younger workers choosing trucking as a career?

Millennials avoid trucking for several reasons including fears about job security due to automation, federal age restrictions requiring drivers to be 21 for interstate routes, and relatively low starting salaries. Many choose alternatives like UPS or FedEx that offer perceived stability and career advancement opportunities.

What steps are companies taking beyond salary increases to retain drivers?

While the article mentions guaranteed pay increases, companies are exploring comprehensive retention strategies that address work-life balance, route preferences, and benefits packages. Industry experts suggest moving beyond short-term bonuses toward long-term career development and creating more diverse, inclusive workplace environments to attract broader talent pools.