Sharing the Road - Part 2

To recruit women truck drivers, carriers must fix on-the-job satisfaction first

Want more women to join the trucking industry? The most effective recruiting tool isn’t a slick ad or even a signing bonus – it’s the person already sitting in the driver’s seat.

The vast majority of drivers hear about truck driving through word of mouth, with 83 percent introduced by a friend or family member. The bad news for carriers? The few women in their ranks aren’t exactly singing the job’s praises.

That’s a huge problem for an industry facing a historic labor shortage of 50,000 drivers, along with sky-high turnover rates. For years, carriers have gone to the same sources to find talent, resulting in an industry where only 6 percent of drivers are female. Encouraging women to pursue driving careers is essential not only for addressing this labor crisis, but also for modernizing an outdated industry.

By actively recruiting women drivers, carriers can create a more stable labor force, lower recruiting and retention costs, and strengthen shipper relationships. But first, they have to ask a question few carriers have dared to address: How do we make the job better for the women who are already here?

Focusing on women’s needs

That’s one of the questions Sawgrass Logistics, a woman-owned firm, and Women In Trucking sought to answer in a recent survey about women’s experiences as truck drivers. Of the 200 respondents, 91 percent were female and came from across the industry, including truck drivers, transportation and logistics firms, private fleet owners, recruiting and staffing companies, and professional products and services.

As we shared in the first part of our blog series, the survey highlighted an industry failing to consider women’s needs, concerns and preferences in the workplace. Women drivers reported an average Net Promoter Score (NPS), a measure of how likely someone is to recommend the job to a friend, of just 11. Men averaged an NPS of 75 – nearly seven times higher. 

In an industry that relies so heavily on word-of-mouth recruiting, that metric should make carriers sit up and listen. Many are pouring money into advertising campaigns and hefty bonuses for new drivers, yet they still struggle to recruit and retain workers. Convincing women to take a chance on trucking means changing both recruiting practices and workplace culture. Key areas for improvement include:

·      A better driving experience. Women cited safety as their top concern on the job, and 37 percent said they were treated differently than male coworkers. By creating an environment where women feel comfortable and valued, they’re more likely to recommend to the career to their own friends and family.

·      Relying on referrals. More than a third of survey respondents said they networked with family and friends to find truck driving opportunities. Employee referral programs can help carriers bring more qualified applicants through the door while rewarding engaged employees. To start building positive associations with trucking earlier, carriers should consider partnering with schools, the military and community organizations to introduce driving to girls and women.

·      Give them a place in marketing. Only 12 percent of marketing campaigns have women in mind when they were created – and 18 percent said women aren’t part of their marketing efforts at all. Since 27 percent of aspiring drivers look for jobs online, in newspapers or on social media, carrier websites and marketing materials should reflect women and men equally in trucking roles.

·      Send the right message. Women called safety and operating the truck itself the most intimidating aspects of truck driving, yet the few marketing campaigns aimed at women addressed pay equity and home time. To recruit effectively, focus on the factors that may be holding applicants back.

Improving working conditions for women drivers won’t happen overnight, but it’s the best way to retain and recruit women over the long term. By overlooking chances for women to serve in the industry, today’s carriers are missing a huge opportunity – and those who don’t embrace new practices will continue to fall behind in the recruiting race.

Watch for Part 3 of our blog series in May, where we’ll share how carriers must innovate digitally to encourage women to join the workforce. 

Sponsored by Women In Trucking and Sawgrass Logistics

?Created by SmithBrown Marketing