Finding and keeping qualified drivers has become one of the biggest challenges in the transport industry. Demand for freight and delivery services continues to rise, but the supply of skilled, reliable drivers isn’t keeping pace. At the same time, competition for this talent is fierce. Drivers often switch employers quickly if they find better conditions or a more supportive work environment elsewhere. To succeed in this market, companies must design a recruitment process that not only attracts the right candidates—but also gives them good reason to stay.
There are several factors contributing to today’s driver shortage. The overall demand for transport services has exploded, meaning many companies are competing for the same small talent pool. There’s also a lack of new entrants to the profession, which puts further pressure on recruitment efforts. On top of that, poor onboarding experiences and unclear expectations frequently lead to early drop-offs. Complicating matters, few drivers actively search for jobs through traditional recruitment channels. This makes the choice of strategy critical.
The first step is to communicate the right message. Drivers aren’t looking for flashy slogans or corporate fluff—they want straight answers. What routes will they be driving? What vehicles are in use? What kind of cargo will they handle? What’s the schedule like? How flexible are the hours? What’s the pay? Are the working conditions safe and fair? Transparency in job ads and on your careers page is far more effective than polished employer branding. Drivers value honesty and clarity, especially about day-to-day realities and practical expectations.
Equally important is how you present your company online. Many drivers don’t have time—or patience—for long texts or cluttered websites. A clean, mobile-optimized careers page makes a big difference. The more direct and accessible your content is, the better your chances of attracting serious candidates. Include a dedicated section for driving jobs, make sure the information is relevant and easy to scan, and enable quick expressions of interest from a smartphone.
Once candidates are in your pipeline, speed is crucial. Many drivers apply to multiple employers simultaneously. If you don’t respond quickly, you’ll likely lose them. Automating application confirmations and ensuring responses within 48 hours can significantly reduce drop-offs. Keep the process lean, too—many drivers won’t have a résumé ready. Offer a simple form where they can input license details and a short description of their experience. The fewer steps you include, the more candidates you’ll retain through to the interview.
Communication during the process must also be handled with care. Let candidates know where they stand and what comes next. Avoid long periods of silence, and always follow up after interviews. When candidates feel ignored or uncertain, they’re far more likely to disengage and move on.
Hiring is just the beginning—retention depends heavily on what happens next. A well-executed first day sets the tone. Make sure the vehicle, schedule, and contact person are prepared, and be available to offer practical support. In the following weeks, assign a mentor or colleague to help guide new drivers through their adjustment period. Check in regularly and ask for feedback—this shows you’re invested in their experience and willing to make improvements.
Recognition also plays a big role. Small gestures like a thank-you message, early feedback from managers, or kind words from coworkers can go a long way in making someone feel welcome and valued. Drivers, like most employees, are more likely to stay where they feel seen.
Lastly, communicate growth opportunities from the start. Many drivers leave simply because they don’t see a future where they are. Let them know how they can progress—whether that means longer routes, larger vehicles, new certifications, or other development paths. If they can envision a future with you, they’re much more likely to commit to the journey.
If you’re curious about how our ATS and career site builder can help you create a recruitment process tailored to today’s driver market, get in touch. We’d be happy to show you how it works in practice.
