TL;DR
- The driver shortage ranked ninth in the trucking industry’s most critical issues, the lowest placement in 20 years, due in part to a freight recession that eased hiring pressure.
- Old tactics like posting jobs and waiting for applicants no longer work; AI-powered tools and programmatic ads streamline outreach and cut time-to-hire.
- Truckers increasingly prioritize flexibility, wellness, inclusivity, and a consumer-grade application experience.
- Driver retention starts during recruitment, with onboarding, mentorship, recognition, and multi-channel communication keeping new hires engaged and reducing turnover rates.
The truck driver shortage is letting up at last. According to the American Transportation Research Institute (ATRI), it now ranks ninth among the trucking industry’s top 10 most critical issues—its lowest placement in two decades. A freight recession has temporarily eased hiring pressure, while more urgent economic and regulatory issues have eclipsed driver supply.
Even with freight volumes and revenue down in 2024, ATRI estimates about 60,000 drivers are currently needed. National Academies has found that high turnover in the long-distance truckload sector is a persistent structural challenge, especially among less-experienced drivers. These realities keep retention front of mind across the industry.
Just because the shortage is less pressing right now doesn’t mean motor carriers can ease up on recruitment and retention. The approaches that worked in the past, like posting jobs on boards and relying on referrals, aren’t enough anymore. Today’s trucking environment demands a modern approach that meets drivers’ expectations, uses technology, and treats retention as part of recruitment itself.
What’s changing in truck driver recruiting and retention
Trucking talent acquisition is shifting quickly. Where once the main hurdle was simply filling open seats, recruiters now face new challenges from changing driver expectations around pay, working conditions, and retention. At the same time, they also have new tools to wield, such as AI-driven screening, programmatic job ads, and data-backed insights, that give them more ways than ever to compete for and keep qualified drivers.
Tech acceleration
New technologies are reducing friction for both recruiters and drivers, creating more time for meaningful engagement:
- AI-powered tools streamline hiring with chatbots, candidate segmentation, and automated pre-screening that reduce time-to-hire.
- Programmatic job advertising automates media spend and ensures recruitment efforts reach CDL-qualified drivers across multiple channels, not just traditional job boards.
Together, these innovations improve efficiency and give lean hiring teams the ability to compete more effectively.
Shifting talent preferences
Drivers are also changing what they expect from employers. The following factors are rising to the top of their decision-making process:
- Schedule flexibility, predictable home time, and work-life balance now rank alongside competitive compensation as leading priorities.
- Wellness resources are increasingly valued, from fitness programs to mental health support.
- Company culture and inclusivity are make-or-break factors; gender diversity and values-driven messaging signal to drivers, especially younger ones, that they belong.
- A consumer-grade apply experience is expected: Short forms, mobile-first design, and Easy Apply options are now baseline.
Taken together, these forces show that trucking recruitment in 2025 is about more than advertising openings. It’s about embracing technology, responding to shifting expectations, and removing barriers that keep drivers from saying yes.
Core strategies for truck driver recruiting and retention
Recruiting in the trucking industry has always been competitive, but in 2025, it requires sharper, research-backed strategies. Traditional tactics (posting a job ad and waiting) no longer suffice. The most effective approaches blend proven methods with modern, data-driven initiatives.
Modernize outreach
A successful recruitment campaign ensures openings reach the right drivers. Programmatic advertising distributes jobs across multiple platforms—industry job boards, social media, employer websites, and community networks—targeting candidates who fit precise criteria. This approach expands reach beyond active seekers and finds passive candidates, too.
Preserve traditional channels
Technology is reshaping trucking recruitment, but some traditional tactics remain essential. Carriers that strike a balance—dedicating roughly 20–30% of recruiting efforts to these proven channels—can maintain reliable pipelines and extend their reach. The majority of focus, about 70–80%, should remain on digital strategies that use AI, data-driven targeting, and mobile engagement to connect efficiently with today’s driver candidates.
What still works:
- Local job fairs and hiring events: Face-to-face conversations showcase pay, benefits, and culture while boosting brand awareness in local markets.
- Partnerships with truck driving schools and training programs: Internships, apprenticeships, and on-campus events provide early access to emerging drivers. Schools like Roadmaster Drivers School, National Tractor Trailer School, and local community college CDL programs are strong partners.
- Radio advertising: Trusted by many drivers and effective for reaching passive candidates who may not be searching online.
- Billboards along major routes: Effective for capturing attention on the road. Keep messaging simple, clear, and actionable.
- Industry conferences and associations: Events like the Mid-America Trucking Show or regional trucking association gatherings allow carriers to connect directly with both new and experienced drivers.
Tip: Always follow up on leads from these traditional efforts with email or SMS nurturing campaigns to keep candidates engaged and prevent opportunities from going cold.
Resonate with driver-centric messaging
Today’s professional drivers expect more than a generic pitch. Transparency around weekly pay, route type, home time, and benefits is table stakes. Messaging that highlights culture, wellness, and inclusivity helps companies stand out.
Ryder points out that younger drivers rank factors like advancement opportunities, ongoing feedback, and purpose higher than income. It’s now essential to provide drivers with a clear employee value proposition (EVP) that balances company expectations with what they gain. Tell stories using testimonials, video, and values-driven branding to show how drivers can grow and contribute to the overall business.
Keep a persistent contact cadence
New technology makes it easier than ever for recruiters to stay in touch with drivers, which is critical for building trust and reducing drop-off. Consistent, respectful communication shows candidates they matter and keeps your company top of mind until they’re ready to make a move.
- Multi-channel campaigns (email drips, SMS reminders, and retargeted ads) keep drivers engaged across the platforms they already use.
- Customer relationship management (CRM) tools help recruiters organize candidate data, personalize outreach, and track responses so no qualified driver falls through the cracks.
The right cadence ensures drivers feel supported from the first touchpoint through the hiring decision and beyond.
Prioritize retention as recruitment
Retention doesn’t start after hiring. It starts during recruitment and continues through the entire driver lifecycle. Carriers that invest in retention from the beginning set themselves up for long-term success. Here are some tactics:
- Set realistic expectations early to ensure candidates are a true fit for the role.
- Strengthen onboarding and mentorship programs to reduce the high turnover seen in drivers’ first 90 days.
- Maintain safe, comfortable equipment and invest in regular maintenance to build trust and loyalty.
- Offer competitive benefits packages, predictable schedules, and mental health resources to show drivers they’re valued as people, not just workers.
- Recognize and celebrate milestones, from safety records to anniversaries and loyalty achievements, for both experienced drivers and new hires, boosting driver satisfaction.
Together, these practices ensure that drivers not only join your fleet but also stay and thrive for the long term.
Keep your fleet moving with the right talent
Even as the immediate pressure of a driver shortage has eased, retention and recruitment remain long-term priorities. Owner-Operator Independent Drivers Association (OOIDA) research shows that 51% of drivers plan to make major changes in 2025, such as retiring, leaving trucking, or shutting down entirely, because of cost pressures, underscoring how fragile the labor market remains.
The tactics outlined above—modern outreach, authentic messaging, retention-first recruiting, and consistent follow-up—help carriers adapt to these realities. Combined with new technologies that make recruiting more efficient, they position companies to maintain a stable workforce and build loyalty in a changing market.
Recruitics helps carriers and logistics leaders deliver on these goals with our Predict → Attract → Convert framework:
- Predict performance before you spend with data-driven insights.
- Attract CDL-qualified drivers through AI-powered programmatic job distribution across the right channels.
- Convert candidates into long-term hires with ApplyAnywhere™ and real-time dashboards that optimize recruitment efforts.
Ready to strengthen your driver recruitment and retention strategy? Contact Recruitics or request a demo to see how we can help you build a workforce that drives lasting success.
Truck driver recruiting and retention FAQ
Here are some of the most frequently asked questions and answers about truck driver recruiting and retention:
- How serious is the driver shortage in 2025?
ATRI ranks it ninth among industry issues, which is lower than in past years, but about 60,000 drivers are still needed, and that number will rise as demand rebounds.
- Why doesn’t the old recruiting playbook work anymore?
Because drivers now expect transparency, flexibility, and tech-driven processes, not just job postings or referrals.
- How can technology improve driver recruitment?
AI chatbots, pre-screening, and programmatic ads cut time-to-hire and ensure campaigns reach CDL-qualified drivers.
- How much of my recruiting budget should go to traditional methods?
There’s no single definitive study, but industry trends point to about 20–30% on traditional outreach, with the remaining 70–80% focused on digital strategies that deliver greater reach and efficiency.
- Which traditional tactics are still effective in trucking?
Job fairs, CDL school partnerships, radio, billboards, and industry events remain valuable—especially for reaching drivers who are less active online.
- What matters most to drivers when choosing an employer?
Beyond pay, drivers value predictable schedules, wellness, inclusivity, and growth opportunities. Younger drivers often rank purpose and advancement even higher than income.
- How does retention connect to recruitment?
Retention starts on day one. Clear expectations, strong onboarding, safe equipment, and recognition reduce driver turnover and build loyalty.
