How to Recruit CDL Drivers During a Driver Shortage: Proven Strategies

Introduction: The CDL Driver Shortage in the U.S.

The trucking industry in the United States is facing an unprecedented challenge: a critical shortage of CDL (Commercial Driver’s License) drivers. According to the American Trucking Associations (ATA), the driver shortage reached a deficit of over 80,000 drivers in 2021, and this gap is expected to continue growing unless significant changes are made. For trucking companies, this shortage is more than just an inconvenience—it affects the ability to meet customer demand, drives up costs, and strains supply chains.

Recruiting CDL drivers during such a shortage requires innovative and strategic approaches. In this article, we’ll explore proven strategies to attract and retain qualified drivers in a highly competitive market, ensuring your company remains operational and successful.

Understanding the Reasons for the CDL Driver Shortage

Before diving into recruitment strategies, it's important to understand the root causes of the driver shortage. Some of the key factors include:

• Aging Workforce: The average age of a CDL driver is 55, and many are retiring without enough new drivers entering the field to replace them.
• Lifestyle Concerns: Long hours on the road, time away from home, and physical demands make the trucking lifestyle less appealing to younger generations.
• Strict Licensing Requirements: Obtaining a CDL license involves rigorous testing, training, and regulations, deterring some potential drivers.
• COVID-19 Impact: The pandemic caused training and licensing delays, worsening the shortage as fewer new drivers were able to enter the workforce.

Now that we’ve identified the problem, let’s look at how trucking companies can address these challenges through effective recruitment strategies.

1. Offer Competitive Pay and Benefits

In a driver shortage, competitive compensation packages can make all the difference in attracting top talent. CDL drivers today expect more than just an average wage; they want stability, rewards, and career growth.

• Higher Pay: Offering above-average pay is essential in today’s market. Consider including performance-based incentives, such as bonuses for safe driving records, fuel efficiency, or timely deliveries.
• Sign-On Bonuses: Many companies are using sign-on bonuses as a recruitment tool. Large sign-on bonuses—ranging from $5,000 to $10,000—are becoming common, especially for long-haul drivers.
• Comprehensive Benefits: In addition to salary, offering comprehensive benefits like health insurance, retirement plans, paid time off, and wellness programs can make your company more attractive to drivers. Flexible schedules and guaranteed home time are especially appealing to drivers looking for a better work-life balance.
• Referral Bonuses: Rewarding your existing drivers for referring friends or acquaintances can help expand your candidate pool. Referral programs not only incentivize your drivers but also bring in candidates who are pre-vetted by your current workforce.

Pro Tip: Tailor your compensation packages to appeal to different types of drivers. For instance, younger drivers may be more attracted to tuition reimbursement for CDL training, while experienced drivers might prioritize retirement benefits or stability in home time.

2. Tap into New Talent Pools

In times of shortage, expanding the traditional talent pool is key. Here’s how you can reach new groups of drivers:

• Recruit Women Drivers: Women make up less than 10% of the trucking workforce, yet they represent an untapped pool of potential CDL drivers. Creating a more inclusive culture and offering benefits that cater to female drivers, such as flexible schedules and safe, well-maintained equipment, can help attract this demographic.
• Attract Younger Drivers: Millennials and Gen Z drivers are the future of the trucking industry, but they require a different approach. Highlight the potential for career growth, training programs, and technological advancements in the industry. Promote your company’s commitment to modern technology, sustainability, and innovation, as these are often important factors for younger workers.
• Target Veterans: Veterans often have skills that transfer well to the trucking industry, such as discipline, long-distance driving experience, and the ability to work in a structured environment. Many veterans are eligible for special CDL training programs, and offering veteran-specific recruitment campaigns or benefits can help you reach this group.
• Hire Entry-Level Drivers: While experience is often preferred, companies struggling with driver shortages can focus on hiring entry-level drivers and providing them with the necessary training. Offering CDL training or reimbursement for obtaining a CDL license can entice those who are interested in becoming drivers but may not yet have the qualifications.

Pro Tip: Partner with trucking schools or community colleges to offer on-the-job training and secure a pipeline of new drivers. Sponsoring students through CDL programs can help you build a long-term workforce.

3. Use Technology to Streamline Recruitment

Embracing technology in your recruitment process can help you find and hire CDL drivers more efficiently. Here are some ways technology can assist:

• Digital Job Boards and Apps: Post your job openings on CDL-specific job boards like CDLjobs.com or TruckersReport, which are tailored to connect employers with qualified drivers. Additionally, platforms like Indeed, ZipRecruiter, and Drive My Way offer digital tools to help you streamline the recruitment process.
• AI-Powered Candidate Matching: Some platforms use AI-driven algorithms to match job postings with qualified candidates based on their experience, location, and preferences. This technology can save time by reducing the number of unqualified applications.
• Social Media Recruitment: Use social media platforms like Facebook, LinkedIn, and Instagram to reach out to drivers. Targeted ads and posts can help you reach candidates who may not be actively looking but are open to new opportunities. Sharing stories of your company culture, testimonials from current drivers, and updates on new equipment or benefits can also attract passive candidates.
• Video Interviews and Virtual Job Fairs: Hosting virtual job fairs and using video interviews allows you to connect with candidates regardless of their location. These tools save time and provide flexibility, both for recruiters and potential drivers.

Pro Tip: Build a strong online presence, including a dedicated career page on your website that highlights your company's benefits, culture, and commitment to drivers. Include testimonials and videos to create an engaging experience for prospective candidates.

4. Improve Your Company Culture

Drivers are looking for more than just a paycheck—they want to work for companies that value their well-being, provide growth opportunities, and treat them as valuable team members.

• Driver Recognition Programs: Recognizing and rewarding drivers for their hard work can build loyalty and reduce turnover. Implement driver-of-the-month programs, safety awards, or even small incentives for consistent performance. Recognition goes a long way in creating a positive work environment.
• Open Communication: Establish open lines of communication with your drivers. Regular feedback sessions, listening to their concerns, and addressing their needs will help create a more driver-friendly culture.
• Focus on Health and Wellness: Trucking can take a toll on drivers’ health, so promoting wellness programs, access to healthy food options, and ergonomic equipment can set you apart as an employer that cares about the physical and mental well-being of its drivers.
• Flexible Scheduling and Home Time: Offering flexible scheduling options and guaranteed home time can significantly improve driver satisfaction. Since time away from home is a key factor that deters many from the profession, ensuring your drivers have a balance between work and home life can reduce burnout and turnover.

Pro Tip: Encourage mentorship programs within your company, where experienced drivers help train and guide new recruits. This not only builds a sense of community but also improves the onboarding experience for new hires.

5. Partner with CDL Schools and Training Programs

Collaborating with CDL schools and training programs can help create a pipeline of new drivers for your company.

• Sponsor CDL Training: Offering to cover the cost of CDL training for new recruits can be a powerful recruitment tool. Many individuals are interested in a driving career but are held back by the high cost of training programs. Sponsoring their training not only helps fill your vacancies but also builds loyalty with the new drivers.
• Internships and Apprenticeships: Partner with schools to offer internship or apprenticeship programs. This hands-on training allows students to gain valuable experience while building a relationship with your company.
• Host Job Fairs and On-Campus Events: Engage with students early by hosting job fairs, seminars, or meet-and-greets at local CDL schools. These events allow potential drivers to learn more about your company and the benefits you offer.

Pro Tip: Build long-term relationships with CDL schools and training programs, ensuring a steady flow of newly licensed drivers for years to come.

Conclusion: Adapting to the CDL Driver Shortage

The CDL driver shortage is a significant challenge for the trucking industry, but by adopting these proven recruitment strategies, you can position your company to attract and retain the drivers you need. Offering competitive pay and benefits, tapping into new talent pools, using technology, and building a driver-friendly culture are all essential steps to securing your workforce during a driver shortage.

In today’s competitive market, those companies that invest in their drivers and think creatively about recruitment will be the ones who thrive.