The trucking, transportation, and logistics industries have long been the engine of the U.S. economy, ensuring the smooth transport of goods and materials across the nation. Despite this vital role, the industry is grappling with a growing labor shortage, particularly among younger workers.
With the average truck driver's age nearing 46 and only 12% of drivers under 25, the industry faces an urgent need to attract new talent. To address this, companies are increasingly turning to digital strategies like social media and influencer marketing to transform trucking's image and draw in Gen-Z and Millennial workers.
An urgent need for new employees
The U.S. trucking industry is currently short 80,500 drivers, and projections suggest that this number could climb to 162,000 by 2030. Compounding this problem is a global shortage with millions of truck driver roles unfilled worldwide. The challenge isn’t just the sheer number of vacancies, but also the perception that trucking is a difficult, low-glamour career option, especially for younger generations used to a technology-driven world.
Adding to the hurdles, acquiring a Commercial Driver’s License (CDL) requires rigorous training and testing, which can be time-consuming and costly for potential entrants. Together, these factors make it harder to bring fresh faces into the industry.
Social media’s role in changing perceptions
Social Media platforms like TikTok, Instagram and YouTube have emerged as powerful tools for reshaping how younger people view trucking careers. Trucking influencers who have established large followings from highlighting their day-to-day experiences on the road, are showing that driving can be a rewarding, adventurous, and even lucrative profession, while showcasing their experiences and expertise in all areas of trucking, transportation, and logistics. These influencers help break stereotypes by highlighting the freedom of life on the road, the advanced technology in modern trucks, and the opportunities for growth and financial stability in the profession.
The digital exposure is proving effective, as the number of students enrolled in vocational-focused community colleges rose 16% last year to its highest level since the National Student Clearinghouse began tracking such data in 2018.
The hashtag #bluecollar drew 500,000 posts on TikTok in the first four months of this year, up 64% over the same period in 2023. Posts hashtagged #electrician increased 77% over the same time, with #constructionworker and #mechanic posting similar increases.
Companies are also leveraging social media platforms like LinkedIn and Facebook to spotlight employees, showcasing awards, accomplishments, accolades, accreditations, articles they’ve written, and company achievements. The use of social media to spotlight these accomplishments goes a long way toward reinforcing company culture and solidifying camaraderie and gives employees a chance to repost to obtain their excitement and engagement.
Podcasts and personal stories build connections
Podcasts are another way the trucking, transportation, and logistics industries are reaching a newer and a more diverse audience, which is why we launched our own driving success educational transportation fleet podcast series earlier this year.
Podcasts have established themselves as a mainstream media platform, attracting an ever-growing and highly engaged audience. In fact, according to Edison Research, 67% of the 12-plus age population has listened to a podcast; and 47% of the 12-plus age population are monthly podcast listeners while 34% are weekly listeners.
Our podcast series offers a unique opportunity to engage industry listeners on a more direct level, offering education on specific issues that are important to our followers of many professional age groups. The platform allows for educational long-form content that can dive deep into topics, tell stories, and create a sense of connection and community for our dedicated followers, while being more personable. For companies with heavy-duty truck fleets, and those in equipment finance, this represents a great chance to provide specific information in a format that resonates with younger and more diverse audiences. In fact, we’ve seen on average a 600% growth rate in podcast views/listens this year.
Ultimately, there will remain challenges in finding the right skilled talent for all levels of the transportation industry. However, these challenges are now being met with innovative solutions driven by new media. The integration of digital media, social media and influencers are now making traditionally blue-collar industries more appealing to younger generations.
As these industries continue to modernize, digital media is playing an increasingly important role in solving its labor challenges. By leveraging the influence of social media platforms and the voices of influencers, companies with transportation fleets can secure their place and once again compete as leaders of the industry.
