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Attracting the Next Generation of Drivers

Danny Garcia

Content Director - Ruckit

The trucking industry is running out of drivers. According to American Trucking Associate, in 2018 the shortage reached nearly 61,000. A number that’s projected to grow to over 160,000 by 2028. Turnover in the for-hire truckload sector rose to 87% in 2017 and 89% in 2018. The growing scarcity means drivers are in higher demand and increasingly likely to be lured away by other employers offering sign-on bonuses, higher pay, and better routes. Retirement accounts for over 54% of the estimated 1.1million drivers that will need to be hired over the next decade. With an average age of 46, the driver workforce is struggling to attract a new generation. As Boomers age out, who will replace them?


Gen Z was born between the mid 90s and early 2000s. It’s the age group after Millennials and the newest generation to enter the labor market. They grew up with the internet and many have never known a world without a smartphone. They’re tech savvy, communicate via text, and find their dates on apps. While these habits may not make Gen Z seem like ideal candidates for current trucking jobs, much of what they’re looking for in a career may make the industry appealing. Doors of Clubs polled 5,000 Gen Z’ers to find they value a varied work environment and crave autonomy. Gen Z are entrepreneurs who look to experienced mentors for wisdom. 66% want to start their careers before the age of 30 compared to just 51% of Millennials. The stress of accumulating college debt has them looking to trade schools and apprenticeships which have failed to appeal to the previous generation. They want professions where they can apply new technology to solve old problems.


The trucking industry is primed to entice these workers as more companies are adopting software that uses advanced telematics to optimize their logistics. Trucking management software allows information to be monitored and updated in real-time while simplifying payments, logging trip data, and verifying deliveries. Some even connect you to collaborators in your area who may want to share their drivers when they’re idle. These early adopters are maximizing their resources and setting themselves apart from those still relying on mounds of paper tickets and hundreds of phone calls.


Ruckit does all of this to make it easy to manage your fleet on one platform. The mobile app uses GPS to track your drivers and predict optimal routes based on proximity to sites, workload, and live traffic updates. From the office, problems are managed easily and changes are communicated directly to the affected driver. Ruckit’s real-time monitoring and drag-and-drop dispatching increase utilization by making sure your drivers aren’t sitting idle or passing a potential delivery point with an empty bed. Invoicing is made easy with E Ticket Pro and Ticket Manager. Paper tickets are scanned and integrated with accounting so drivers are paid faster while potential fraud and errors are flagged to save you money. All of these features allow your operation to be more productive with its existing resources today. More importantly, it signals to the workforce of tomorrow that the trucking industry is adopting familiar technology to provide growth and opportunity. The industries that attract Generation Z are those that will remain strong through the global labor shortage. Request a demo to see how Ruckit can prepare you for the future of the trucking industry.