Analyst Insight: The staffing shortage in United States trucking shows no signs of abating, with the American Trucking Association estimating a shortage of about 80,000 drivers. Fresh and creative approaches aimed at reaching new drivers will spark an industry-wide shift in recruiting practices, bolstered by the growing adoption of established and emerging AI tools.

The trucker shortage is complex. It combines an unusually high turnover rate (90%) and an aging workforce — the average age is 46, according to the American Trucking Association. Taken together, the effects of this shortage are rippling through the supply chain, manifesting as operational inefficiencies, and ultimately leading to dissatisfied customers. But within this complexity lie several creative opportunities for companies to rethink how they attract drivers. 

The Advantage of Speed

With demand for truckers outpacing supply, companies need to seek every competitive edge possible. Speed is one important advantage. Applicant tracking systems (ATS) with AI integrations make it possible to speed up the recruiting process, not only improving time-to-fill, but also accelerating response times to prospective candidates. In the current market, applicants expect that recruiters respond quickly — usually in less than 24 hours — and in their preferred communication channel. AI-powered ATS can meet and often exceed these expectations.

Generational Expectations

Recruiters are increasingly trying to reach the next generation of drivers. But this cohort has different expectations of the hiring process. According to Deloitte, 88% of millennials believe that being part of the right company culture is very important. In practical terms, this means companies are expected to put relevant benefits — such as time at home, PTO, etc. — front and center in their recruitment messaging. These preferences highlight a growing trend of candidates prioritizing work-life balance and overall alignment with organizational values. 

Data-driven personalization and predictive analytics can fine-tune the recruitment process through job postings, targeted and dynamic ads and recruitment marketing materials, in order to reach these demographics with more relevant messages that resonate with their priorities.

Embracing People-Centric HR

AI has the potential to remove tedium from recruiting practices, automating reporting and data collection processes that have traditionally consumed significant time. With this newly liberated capacity, HR teams can focus more on building relationships, empathy and deep listening skills, all of which ultimately support greater retention. 

Emerging Risks

Despite their significant benefits, these new technologies come with risks. The most effective strategies at this still-early stage in AI start with small-scale and clearly defined applications. Solutions (particularly turnkey solutions) often have vague data privacy policies, which means it’s important to vet them carefully. And while AI is put forward as an objective tool for reducing bias during candidate selection, it often reinforces these biases just as much as removing them. 

Outlook: The efficiencies that AI tools bring to HR professionals will allow them to differentiate themselves and their companies when looking to attract prospective candidates. In a labor market currently driven more by employees than employers, these tools will equip HR professionals with new and more powerful approaches to attract — and retain — top talent. 

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