Recruiting qualified truck drivers is a constant challenge for private fleets and carriers. Between the driver shortage, high turnover rates, and increased competition, the challenge of finding and retaining skilled CDL drivers is more significant than ever. Fleet managers and recruiters must adopt fresh strategies to overcome these obstacles and build strong teams.
As the recruiting landscape evolves, this means more opportunities for fleets to enhance their recruiting and see positive returns on those efforts. Truck driver recruiters that leverage both technology and the latest marketing strategies attract the best talent. In this blog, we’ll cover 21 creative strategies that help trucking companies stand out from the crowd, hire the best candidates and keep their trucks moving.
1. Build a Strong Candidate Pipeline
Creating a steady flow of potential hires requires ongoing effort and planning. A strong candidate pipeline means identifying drivers who fit your company's needs based on their experience, certifications, driving record, and personal motivations. This involves proactive outreach, maintaining relationships with past applicants, and regularly revisiting previous candidates.
In order to stay in contact and keep communication constant with a candidate pipeline, fleets use DriverReach’s CRM. A CRM is a type of software that helps with customer relationship management. With DriverReach, fleets access smart, automated tools to build relationships (without losing the personal touch). Stay in touch with automated emails, text messages, and reminders so you never lose track of a good driver.
2. Craft Compelling Job Descriptions
The job description is the first impression your company makes. An engaging job description not only lists responsibilities but also highlights what sets your company apart. Mention key factors like competitive pay, benefits, flexible schedules, and your company’s culture. Avoid generic language—speak directly about what drivers value, such as home time, job stability, and opportunities for career growth.
3. Implement an Applicant Tracking System (ATS)
Technology is essential for streamlining the hiring process. An Applicant Tracking System (ATS) like DriverReach automates many of the tedious administrative tasks, allowing recruiters to focus on candidate engagement. ATS tools help manage the entire candidate lifecycle, from application submission to interview scheduling and compliance checks.
4. Gain Recruiting Insights from Reporting
In CDL recruiting, time is one of your most valuable resources. The quicker you move candidates through the hiring pipeline, the better your chances of securing the right driver before your competitors do. But where are candidates getting held up? Are there stages where leads drop off? DriverReach’s recruiting reports give you those insights.
Gaining insight into your pipeline's speed allows you to identify and resolve bottlenecks, streamlining the process to bring drivers on board faster and improve their experience along the way. By maintaining a steady pipeline flow, you’re not only filling positions more quickly but also creating a more positive candidate experience. Satisfied candidates are often better hires and more likely to stay with your team long-term.
5. Mobile Optimize Your Applications
Drivers spend the majority of their time on the road and often search for jobs and apply straight from their phones. Using a mobile-friendly application means drivers can apply faster, have a better experience and they are more likely to complete the application. Plus, mobile applications help your fleet stand out from the competition by providing a great user experience from day one.
6. Create Informative Content
Content marketing isn’t just for selling products—it’s a powerful tool for recruiting as well. Create blogs, infographics, videos, and social media posts that offer insights into the industry, driver tips, or company culture. For example, video interviews with current drivers or “day in the life” segments can engage candidates and build trust. R.E. Garrison Trucking’s LinkedIn page is a shining example of getting content right.
7. Driver Mentorship Programs
Establishing a driver mentorship program can improve the onboarding experience for new hires and enhance retention. Pairing experienced drivers with new recruits helps build relationships and provides new drivers with the support they need to succeed in their roles. Don’t overlook state or national organizations that also have mentorship programs. Connect with one like Women in Trucking and get more involved.
8. Geotarget Your Advertising
Ads are expensive enough. Don’t waste your ad dollars by placing ads in the wrong geographic location. Most ad platforms allow you to narrow the audience through geotargeting, or restricting the geographic area where your ads are shown. Go super local, target major metro areas, or even entire states—it depends on your strategy. But make sure your ads are shown in locations where your audience lives and works for maximum return on ad spend.
9. Shout Your Driver Benefits
Today’s drivers are looking for more than just a paycheck—they want a work environment that supports their overall well-being. Highlighting your benefits package, such as health insurance, retirement plans, and work-life balance, can set you apart. Sharing your values on your Careers page lets drivers know they're more than just a number. Nussbaum Transportation does a fantastic job of speaking directly to drivers and demonstrating why they’re a top place to work.
10. Add Feedback to Your Workflows
A feedback loop is a neat way to incorporate feedback into your process and keep improving. The administrative side of a feedback loop is a whole lot easier with technology like DriverReach that keeps track of the entire hiring process and identifies bottlenecks with intelligent reporting. Feedback loops can also be cultural: the better experience candidates have, the more driver retention improves, too. Identify pressure points in your workflows where more driver feedback would make a big impact.
11. Truck Stop Talent Shows
Truck stops are high-traffic areas for drivers, making them a unique place for recruitment efforts. Hosting a talent show at a truck stop, with job interviews or hiring bonuses as prizes, is an innovative way to generate interest. Use DriverReach’s platform to enter candidates into your CRM, have them fill out mobile applications on-site and automate the recruiting follow-up for immediate action.
12. Community & Technical College Partnerships
Community colleges and technical schools often offer Commercial Driver's License programs. By partnering with these institutions, you can create a direct talent pipeline for new drivers. Sponsoring scholarships and job fairs, offering internships, or collaborating on training programs are all effective strategies.
13. Employee Referrals + Rewards
Everyone loves rewards! But driver referral programs are also highly effective, because drivers trust recommendations from peers. A referral system can motivate current employees to refer new drivers by offering rewards, such as bonuses, paid time off, or prizes for multiple successful referrals. Not sure where to start? Check out this Q&A on building a successful truck driver employee referral program in our interview with RocketCDL and WorkHound.
14. Try Podcast Sponsorships
Podcasts are having their moment. Since 2020, podcast listeners have more than doubled to 47% of the United States population over the age of 12! With podcasts, you can reach drivers directly by sponsoring the content they love to listen to on the road. Reach a large audience of engaged drivers and promote your company’s culture with a fun, memorable ad. Looking for a podcast to sponsor? We have to suggest Taking the Hire Road with DriverReach Founder Jeremy Reymer!
15. Post-Hire Training and Development
Providing ongoing training and development opportunities is essential for retaining drivers. Whether through mentorship programs, safety training, helping drivers earn additional CDL endorsements, or leadership development, showing drivers that you invest in their growth can boost morale and loyalty.
16. Build a Driver-centric Company Culture
How does a 5.8% turnover rate sound? That’s what Stokes Trucking achieved after partnering with DriverReach. But using DriverReach’s platform to eliminate their recruiting advertising spend was only part of the equation. Stokes also emphasized cultural changes to make drivers feel valued. A huge boost to job satisfaction is their flexible Pet Policy so drivers can bring their pets, and an Employee Assistance Program (EAP) with free therapy sessions for personal and professional support.
17. Show Truck Driver Appreciation
Truck driver appreciation events celebrate the hard work of your current drivers while serving as recruitment opportunities. These festivals can include job fairs, community activities, and giveaways, allowing you to engage with potential recruits in a relaxed, fun setting. Don’t forget to go extra big during the American Trucking Associations’ National Truck Driver Appreciation Week each fall.
18. Use Employee Video Testimonials
Sharing authentic testimonials from current drivers can build trust with potential hires. Stories about why your drivers enjoy working for your company or their experiences on the road can resonate with new candidates—and introduce potential future coworkers. Apex Transit & Logistics puts their team members front and center, with a fantastic collection of employee testimonials on their careers page.
19. Adjust for Seasonality
Plan ahead and anticipate peak seasons for hiring. Start planning early, and if you miss a window of opportunity, it’s okay—regroup for next time. There is seasonality in all hiring, but especially for the trucking industry. Demand also varies by your location and hauling specialty, so your seasonality might not be the big eCommerce months. DriverReach’s reporting helps you to analyze recruitment trends to better adjust your strategies and identify any slowdowns before they start.
20. Have Too Much Fun at Work
Turns out: showcasing your company culture in social media videos isn’t a waste of time! Fun videos are a huge benefit to your brand identity, including to drivers looking for their next gig. 84% of all workers say that getting to know a brand through their social profiles is a key factor in deciding where to apply. No one does it quite like our friends at Stokes Trucking. Their social posts and videos are hilarious—who doesn’t want to work there?
21. Start the DQ File During Recruiting
A driver qualification (DQ) file is a set of documents fleets have to maintain for each employee who drives a commercial vehicle. Don’t wait to start building a DQ file until you’ve hired someone—start on day one! DriverReach streamlines compliance for fleets from DOT-optimized applications to alerts of expiring certifications. RelaDyne uses the DQ Checklist to stay audit-ready 97% of the time, including with all new hires.
Build Your Dream Driver Team with Modern Recruiting
Recruiters are faced with challenges including compliance with DOT regulations, managing Driver Qualification files, and ensuring candidates meet safety requirements. That’s why truck driver recruiting requires a blend of innovative strategies and the right technology to keep all your trucks on the road.
By trying some (or all!) of these out-of-the-box approaches and leveraging modern platforms, you can attract, hire, and retain top talent while reducing the administrative burden on your team. Ready to revolutionize your recruitment efforts and make compliance a whole lot easier? Try DriverReach and see how our solutions can help you build a strong, efficient, and motivated driving team.
