Delivering in a New World: How to Drive Gen Z to Your Fleet

By Lindsey Trent

As building material distributors manage the movement of items needed to make homes, businesses, and communities, getting those supplies from Point A to Point B is critical. This need makes trucking an indispensable piece of the distribution channel and a major contributor to the overall economy, and it also makes drivers a hot commodity in today’s current job market.

Fortunately, there’s a vast pool of young workers who can help fill this demand. They are Generation Z and attracting them to your organization is no longer an option — it’s a necessity. To stay ahead in the competitive hiring landscape, companies must first grasp who Gen Z is and what drives them.

As it turns out, many of the values that define this generation are also embodied by the trucking business, making for a comfortable and natural fit. For instance, Gen Z:

appreciates career flexibility and autonomy
places a high premium on financial stability
has a love of technology
embraces environmental stewardship
likes to make a difference in the world

How Your Fleet Can Appeal to a Younger Demographic

Now that you know what they want from life, here are some strategies for crafting your job posts to effectively attract Gen Z applicants:

Play Up All the Choices

Gen Z seeks environments that allow them to balance work with personal life, pursue other interests, and adapt to changing circumstances. The industry offers various types of trucking jobs that cater to different lifestyle preferences, whether that’s the freedom and adventure of being on the open road instead of sitting behind a desk; the opportunity to travel with a partner or pet; or the thrill of exploring diverse cultures and landscapes in different parts of the country. The prospect of being one’s own boss also resonates with Gen Z's entrepreneurial spirit, and they can choose the schedule that best suits them: over-the-road driving, regional routes, or local jobs. Zoomers, as they are also called, are drawn to the unique and varied lifestyles that trucking affords, so highlight the jobs your company offers with this messaging in mind. By emphasizing these flexible opportunities, the trucking industry can appeal to Gen Z’s need for a career that supports their lifestyle.

Promote the Financial Upside

The trucking industry offers competitive wages and benefits, making it an attractive career option. Trucking is a high-demand, high-skill, and high-wage profession, with opportunities available in rural and urban areas. This financial stability is a major draw for Gen Z, who grew up in an era of economic uncertainty. The ability to earn a good living, coupled with benefits such as health insurance, retirement plans, and paid time off, enhances the appeal of trucking as a viable and rewarding career path.

Showcase Technology

Gen Z has grown up in a digital age and appreciates the technological advancements in the trucking industry. Modern trucks have sophisticated technology, from GPS and automated delivery systems to advanced safety features and telematics. Highlighting the company's technology can attract Gen Z talent by demonstrating a commitment to efficiency and innovation, making their job easier and more aligned with their tech-savvy expectations.

Emphasize Environmental Responsibility

The industry's commitment to environmental responsibility also resonates with Gen Z's eco-conscious values. Significant strides are being made in clean fuel technologies, with innovations in electric and hydrogen fuel cell-powered trucks. These advancements promise a greener future and position trucking as a forward-thinking and progressive industry. Don’t hesitate to broadcast the ways your company helps take care of the planet.

Underscore Company Culture

Gen Z wants to work for companies that value their employees, recognize their achievements, and treat them as individuals rather than just numbers. Highlighting employees' successes and showing genuine care for their well-being can make a significant difference. For instance, do you celebrate milestones for safe driving or years of service? Do you have a family day where you invite employees and their loved ones to a fun-filled event? Gen Z wants to be part of something bigger than themselves and seeks employers who are committed to positively impacting the world.

Define Career Paths

To attract Gen Z, companies should offer defined career paths and opportunities for professional growth. Providing access to continuing education, such as through training videos on safety and other relevant topics, shows a commitment to the workforce's development. Also make sure prospects understand that trucking has plenty of room for advancement. Entry-level positions as drivers or technicians may evolve to roles as safety manager, operations manager, dispatcher, or service manager. The potential for upward mobility and career development is crucial for Gen Z, who seek long-term growth and advancement opportunities. This emphasis on education and self-improvement is essential to attract and retain young talent.

What Does Gen Z See in You?

Hopefully, you now know a little more about Gen Z workers than you did before. But what do they know about you? The above strategies are useless if the information never reaches the target audience. Here are some channels for getting in front of the next generation of trucking professionals:

Company Research. Gen Z is diligent in vetting potential employers. They will scrutinize a company’s website to understand its mission, values, and culture. Ensuring that your website is up to date, informative, and reflects your company’s ethos is crucial in attracting this generation. Communicate who you are across all platforms to potential new hires. Not only do you need information on your website, but you need to keep up with reviews and content. Gen Z never existed without Google and will look to reviews before making a career decision. Whether good or bad, interact with reviews and communicate that your organization cares about your most important asset — your people. Give Gen Z numerous ways and options to research your company.
Video Content. With an average of three hours spent watching videos daily, Gen Z relies heavily on visual content. Companies should create engaging videos that tell the genuine stories of their employees and showcase why they enjoy working there. Authentic and relatable video content can significantly impact Gen Z's perception of a company.
Active Social Media Presence. Gen Z is highly active on social media platforms like LinkedIn, Instagram, and TikTok. Maintaining an active social media presence, regularly posting about your company, and interacting with comments can help attract young talent. Encouraging existing employees to share their experiences and tag the company in posts can also enhance visibility and credibility.
Glassdoor Reviews. Gen Z often checks Glassdoor to learn about a company. Having a well-maintained profile with positive reviews can influence their decision to apply. Encourage your established employees to leave honest reviews and ensure that your company’s profile is complete and reflects your values and culture.
Diversity, Equity, and Inclusion (DE&I) Initiatives. To attract Gen Z, it’s important for employers to not only emphasize DEI but also to incorporate these principles into their workplace culture. As the most diverse generation in the United States, Gen Z prioritizes DEI and expects employers to reflect this through their values and practices. They actively seek out companies with strong DEI commitments, looking beyond statements to see tangible actions and policies. By fostering a truly inclusive environment, employers can build trust, enhance employee engagement, and attract top talent from this generation.
Giving-Back Initiatives and Environmental Concerns. Gen Z gravitates toward companies that support the community and the environment. Showcasing your company’s involvement in social and environmental causes can appeal to Gen Z’s desire to work for organizations that care for more than just profits. Having a landing page on your website that shows the causes your organization supports is essential. Whether it’s your company’s recycling program, involvement in a cancer walk, or support as employees work at the local food bank, showcasing what you do will attract young job seekers looking for meaningful work that aligns with their values.

Attracting Gen Z to the trucking industry requires a thoughtful, multifaceted approach. By understanding what resonates with them — such as the unique lifestyle trucking offers, the industry's vital role, technological innovation, and competitive compensation — companies can tailor their strategies to draw in young talent. Highlighting career growth opportunities, flexibility, a positive company culture, and continuous education will further enhance the industry’s appeal. Additionally, crafting job postings that are informative, engaging, and aligned with the company’s values will inspire Gen Z to take action.

Above all, be a company that genuinely cares about its people, strives for continuous improvement, and unites around a shared purpose. Your work matters, and your employees want to be part of something meaningful. To connect with the next generation, meet them where they are and show them how a career in trucking can positively impact their lives and futures.

This isn’t about doing everything at once. Start by selecting one or two strategies to attract Gen Z, master them, and then build on your success. Choose your path thoughtfully and execute it with excellence.