In the vast landscape of the logistics industry, truck drivers are the backbone that keeps the supply chain moving. These dedicated individuals crisscross the country, delivering goods that keep our economy rolling. However, a persistent challenge looms large in the industry – the driver shortage. 

To address this issue effectively, companies must not only know how to hire truck drivers but also understand the strategies for retaining them. In this article, we’ll explore the multifaceted challenge in truck drivers for hire during a driver shortage and provide practical insights for businesses looking to thrive in this demanding environment.

The Driver Shortage Dilemma

The United States has long been facing a shortage of truck drivers. It’s a conundrum that has gradually worsened over the years. According to the American Trucking Associations (ATA), the shortage was estimated to be around 60,800 drivers in 2018 and is expected to grow significantly in the coming years. This shortage poses a severe threat to the logistics industry, affecting delivery times, operational costs, and ultimately, consumer prices.

The Perfect Storm of Factors

Several factors contribute to the ongoing driver shortage. Understanding these factors is crucial for tackling the issue effectively.

1. Aging Workforce

A significant portion of the truck driver workforce is nearing retirement age, and there aren’t enough younger drivers to replace them. This demographic shift exacerbates the shortage.

2. Entry Barriers

Becoming a professional truck driver can be challenging due to the cost and time required to obtain a commercial driver’s license (CDL). This deters potential candidates from entering the field.

3. Industry Regulations

Federal regulations, such as the Hours of Service (HOS) rules, have tightened over the years, impacting the lifestyle and income potential of truck drivers. These regulations have made the job less attractive to many.

4. Working Conditions

Truck driving is not just a job; it’s a lifestyle. Extended periods away from home, long hours on the road, and the physical demands of the job can make it unappealing to potential drivers.

5. Competitive Job Market

As the job market diversifies and more opportunities become available, truck driving faces stiffer competition from other industries offering a better work-life balance and benefits.

To tackle the driver shortage effectively, companies need to employ a multifaceted approach that includes both hiring strategies and methods to retain their existing drivers.

Hiring Strategies for Truck Drivers

1. Leverage Technology

Embrace the power of technology to streamline your hiring process. Use online job boards, social media, and specialized truck driver recruiting platforms to reach a wider pool of candidates. Implement applicant tracking systems (ATS) to manage applications efficiently.

2. Target Veterans

Military veterans often possess discipline, adaptability, and a strong work ethic—qualities that align well with the demands of truck driving. Launch a veteran hiring program to tap into this valuable talent pool.

3. Offer Tuition Reimbursement

To attract candidates who are deterred by the cost of obtaining a CDL, consider providing tuition reimbursement or sponsoring their CDL training. This not only lowers the barrier to entry but also ensures a consistent pipeline of new drivers.

4. Improve Job Postings

Craft job postings that are clear, concise, and appealing. Highlight the benefits of working for your company, such as competitive pay, good equipment, and opportunities for advancement. Use action-oriented language to encourage applications.

5. Conduct Rigorous Interviews

Screen candidates rigorously to ensure they meet not only the technical requirements but also the soft skills necessary for the job. Look for qualities like responsibility, reliability, and adaptability.

6. Provide Onboarding Support

Smooth onboarding is crucial for retaining new hires. Offer comprehensive training and mentorship programs to help new drivers acclimate to the job and the company culture.

7. Promote a Positive Company Culture

Create an environment where drivers feel valued and part of a team. Recognize their hard work and contributions, and maintain open lines of communication.

Retaining Truck Drivers

Retaining your existing drivers is just as vital as hiring new ones. High driver turnover can be costly and disruptive to your operations. To keep your drivers loyal, consider the following strategies:

1. Competitive Compensation

Competitive pay is a fundamental driver retention strategy. Ensure that your drivers are compensated fairly, and consider performance-based incentives to reward excellence.

2. Benefits Package

Offer a comprehensive benefits package that includes health insurance, retirement plans, and paid time off. Providing these benefits can make your company more attractive and help retain drivers.

3. Work-Life Balance

Strive to create schedules that allow for a healthy work-life balance. Minimize extended periods away from home and provide flexibility whenever possible.

4. Quality Equipment

Invest in well-maintained trucks that are comfortable and reliable. Drivers who are comfortable and confident in their equipment are more likely to stay with your company.

5. Professional Development

Provide opportunities for professional development and advancement within the company. Offering a clear career path can motivate drivers to stay with your organization for the long term.

6. Communication and Feedback

Establish regular channels of communication with your drivers. Listen to their concerns and feedback and take action to address their needs.

7. Safety First

Emphasize safety as a top priority. Ensure that your drivers receive ongoing safety training and have the tools and resources to perform their jobs safely.

Driver Retention Analytics

Now, let’s dive into the analytics perspective. Utilizing data and analytics can significantly improve your efforts to hire and retain truck drivers. Here are some key metrics and analytics tools to consider:

1. Turnover Rate

Calculate your company’s turnover rate by tracking the number of drivers who leave your organization each year. Analyzing this data can help you identify trends and take proactive steps to reduce turnover.

2. Driver Satisfaction Surveys

Regularly conduct driver satisfaction surveys to gauge how happy your drivers are with their job and your company. Analyze the survey results to pinpoint areas of improvement.

3. Performance Metrics

Track performance metrics such as on-time delivery, safety records, and fuel efficiency. Analyzing these data points can help you identify high-performing drivers and reward them appropriately.

4. Route Optimization Software

Invest in route optimization software that uses data analytics to plan efficient routes. This not only saves time and fuel but also reduces driver stress and fatigue, contributing to better retention.

5. Predictive Analytics for Turnover

Leverage predictive analytics to forecast which drivers are at risk of leaving. By identifying potential issues early, you can take proactive steps to retain valuable team members.

6. Cost-to-Hire Metrics

Calculate the cost of hiring a new driver, including recruitment, onboarding, and training expenses. Analyzing these costs can help you make informed decisions about your hiring strategies and the value of retaining existing drivers.

7. Performance-Based Compensation Analysis

Use analytics to assess the impact of performance-based compensation on driver retention. Analyze whether drivers who receive incentives for better performance are more likely to stay with your company.


The driver shortage is a persistent challenge in the trucking industry, and hiring and retaining truck drivers in this environment requires a comprehensive approach. Employing effective hiring strategies, leveraging technology, targeting veterans, and improving job postings are essential for attracting new talent. Simultaneously, retaining drivers through competitive compensation, benefits, work-life balance, quality equipment, and professional development is crucial to ensure your team remains loyal and motivated.

Analytics can be a powerful tool in this endeavor. Metrics such as turnover rate, driver satisfaction surveys, and performance data can provide valuable insights into your operations. Leveraging predictive analytics and route optimization software can further enhance your ability to hire and keep truck drivers.

In the face of the ongoing driver shortage, companies that adapt, evolve, and prioritize the needs and well-being of their drivers will not only weather the storm but also thrive in the competitive trucking industry. It’s not just about hiring and retaining truck drivers; it’s about building a strong and resilient workforce that can navigate the challenging roads ahead.

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