Best Practices for Fleet Recruitment in a Driver-Short Market

In 2025, trucking companies across the country are still facing a big challenge: there just aren’t enough drivers to fill their trucks. Imagine trying to play a soccer game with only five players instead of eleven—it’s really hard to win, right? That’s exactly what it feels like when there are more trucks ready to deliver goods than there are people to drive them. This situation is called a driver-short market. But the good news is, companies are getting smarter about how they recruit and keep great drivers. In this blog, we’ll explore why this shortage is happening and walk through the best practices for fleet recruitment—explained like a simple, easy-to-follow recipe.  

Why Is It So Hard to Find Truck Drivers in 2025?

• Many drivers are retiring: A large number of experienced drivers are leaving the workforce for retirement.
• Fewer young people joining: Truck driving is not as popular as before among younger generations, who often choose jobs with easier hours or working closer to home.
• The job is tough: Long hours on the road, time away from family, and sometimes challenging working conditions make the job less appealing.
• Other jobs compete: Some careers pay just as well but don’t require being away from home for days or weeks.

According to the American Trucking Associations, the truck driver shortage in the U.S. was around 60,000 drivers in early 2025 and could grow if new strategies aren’t adopted quickly. Similar trends are happening worldwide, especially in Europe and parts of Asia.

What Can Companies Do to Attract More Drivers? A Simple Step-by-Step Recipe

Step 1: Make the Job Better and More Respectful

Would you want a job where you feel valued and treated fairly? Drivers do too. Here’s how companies can improve their offer:

• Pay more and better benefits: Many companies boosted driver wages by around 15% in recent years. Offering bonuses for safe driving, signing on, or loyalty keeps drivers motivated.
• Better schedules: Let drivers have more control over their routes and time at home.
• Health and retirement benefits: Insurance, paid vacation, and retirement plans make driving a sustainable career.
• Respect: Treat drivers like professionals, listen to their needs, and solve problems quickly.

Example:

“Earn $70,000 a year plus a $5,000 sign-on bonus—and work routes that let you spend weekends with family!”

This improves not just recruiting but also helps drivers stay longer on the job.

Step 2: Use Smart Marketing to Tell Your Story

Marketing isn’t just for selling products—it’s also how companies attract new drivers. Here’s what works in 2025:

• Have a clear, easy-to-use website with job details.
• Share driver success stories on social media platforms like Facebook, Instagram, and YouTube.
• Make fun and honest videos showing what life on the road is like.
• Connect with trucking communities online and offline to spread the word.

Why does this matter? Good marketing makes people aware of your company and shows them that driving for you is rewarding and respected.

Step 3: Recruit Through Your Existing Drivers

Your current drivers might know others looking for work. Encourage them to help find great drivers with:

• Referral bonuses: Reward drivers who bring in new hires who stay for a certain period.

Example:

“Help us hire a driver and get $1,000 after they complete their first three months!”

Driver referrals often bring in more reliable candidates because they already understand the job.

Step 4: Make Hiring Fast and Easy Using Technology

In 2025, nobody wants to wait weeks after applying:

• Use online applications that drivers can fill on phones or computers.
• Use mobile apps for interviews and quick communication.
• Send automatic updates by text or email to keep applicants informed.

Hiring should be as simple and fast as ordering food online—it keeps drivers interested and shows respect for their time.

Step 5: Be Honest and Clear About the Job

Honesty builds trust:

• Tell applicants about long hours, routes, and conditions—don’t hide the tough parts.
• Share details about truck features, like air conditioning and safety tech.
• When companies are truthful, drivers trust them more and stay longer.

This transparency helps companies build a strong reputation and attract more drivers over time.

Step 6: Train New Drivers and Embrace Diversity

Many people want to drive but lack experience. Companies growing today offer:

• Paid or free training programs for obtaining commercial driver licenses (CDL).
• Mentorship programs where experienced drivers help newcomers.
• Welcome new populations: Including younger people, women, veterans, and minorities to widen the talent pool.

Investing in training and welcoming new drivers is essential, especially with aging workforces[web:

Step 7: Improve Working Conditions and Use Technology for Efficiency

Making life on the road easier is key to keeping drivers happy:

• Upgrade trucks with comfortable seats, WiFi, and safety features.
• Use apps for better route planning and easier paperwork.
• Shorter routes and more home time are increasingly offered.

Technology is also helping bridge driver gaps with innovations like driver-assist systems and, eventually, autonomous trucks for certain highway routes. These can reduce driver fatigue and make jobs safer, though human drivers will remain crucial for complex routes for years to come.

Why Does All This Matter?

Without enough truck drivers, stores run out of food and fuel, packages don’t get delivered on time, and the economy suffers. Smart companies that invest in people by paying well, respecting drivers, offering good training, and using technology will succeed even in a tough market.

Drivers Are the Heart of the Trucking Industry

In a driver-short market, treating drivers well and being honest make a huge difference. If you’re thinking about a driving career, choose companies that respect and support their drivers—that’s where you’ll find success and satisfaction.

Thanks for reading! Stay tuned for tomorrow’s topic as we keep exploring Growth, Marketing & Technology.

What do you think? Would these perks convince you to become a truck driver? Share your thoughts!