Recruit & Retain: Trucking Edition

Chad welcomes Anna Ulmer, Recruitment and Retention Specialist at Miller Transfer, to discuss the recruiting and retention process for independent contractors and company drivers in her company’s niche of complex hauls for industry, including over-dimensional and heavy-haul freight. Anna talks about the recruitment and training of new drivers and the benefits the company offers, despite its small size, that allow them to maintain a turnover rate of just 4-5% and hang onto their best drivers and employees for the long term.

What you’ll learn about in this episode:

• How to use listening as a tool during the driver recruitment process
• What recruiters in a niche market look for in company drivers
• The importance of follow-up after surveys or interviews
• Encouraging new drivers to establish relationships with terminal managers
• How interacting with new drivers during their first 90 days keeps them engaged
• How to use texting and social media to engage with drivers—and not just younger drivers 
• How Miller Transfer manages to maintain a 4-5% turnover rate among company drivers 
• Why the company offers generous benefits to its drivers, despite its small size 
• Using social and recruiting platforms to find drivers online
• Common pain points among drivers in the industry

How to connect with Anna Ulmer:

• https://www.linkedin.com/in/anna-ulmer-75186414/
• aulmer@millertransfer.com

Chad welcomes Brandon Mango, President of Elite Gasfield Services, and Justin Masters, who is one of his drivers who has turned his health around. Talking to an employee about a health issue can be uncomfortable, but when an employee’s weight becomes a health and safety risk, it almost forces a difficult conversation. Learn how employers can work with their drivers to improve their health and transform their lives.

Justin Masters began to take his health more seriously and lost almost 200 pounds.

What you’ll learn about in this episode:

• Why employers fear having conversations with employees about their health or their weight.
• How company changes related to health can impact health insurance costs.
• What sparked Justin to begin seriously addressing his health and weight issues.
• How Brandon approached the difficult conversation with Justin about his weight when it became a safety concern.
• The tactics and resources Justin used to help him lose almost 200 pounds.
• How Justin feels today.
• How Justin overcomes cravings and urges to quit his exercise regimen.
• What kind of exercises drivers can do while sitting on the lease road.
• Why employers must take the health of their drivers seriously.

How to connect with Justin Masters:

• https://www.instagram.com/justin_tnq_masters/

Chad welcomes Max Farrell, the CEO of WorkHound, a company dedicated to helping people love the work they do. The company has focused on the trucking industry since 2015, providing a real-time feedback platform that is today working with more than 20,000 drivers. 

What you’ll learn about in this episode:

• How to reduce avoidable turnover of quality drivers
• The top 5 issues trending among drivers today
• How the feedback gained through anonymous surveys compares to that of internal reviews and exit interviews
• The types of issues that can cause drivers to leave
• Using driver feedback to solve hidden individual and systemic issues facing drivers 
• Using people data to make people decisions instead of relying on machine data or telematics
• How addressing even minor issues shows drivers that the company is listening and trying to become better
• Why the burden is on the company and its leadership to act on the feedback they receive
• The power of good relationships and empathy in driver retention 

How to connect with Max Farrell:

• www.workhound.com
• max@workhound.com

Chad discusses a program for recruiting experienced drivers to fill needed roles in the U.S. trucking industry with Rob Peacock, CEO of the Education Training & Technology Exchange Network based in Johannesburg, South Africa. Rob began matching the most experienced South African truck drivers with U.S. companies and owner/operators with a program that launched in 2012.

What you’ll learn about in this episode:

• Why the idea of driving in the U.S. appeals to the most experienced drivers in South Africa and elsewhere
• Why the truck driving industry in South Africa is challenging and sometimes dangerous
• Employing foreigners to address the shortfall of available drivers in a tight U.S. labor market
• How to navigate the legal process of hiring foreign drivers with employment-based green cards
• The excitement and motivation of international drivers getting the opportunity to come to the U.S.
• How the program grew from an effort to educate South African drivers and foster their entrepreneurial spirit
• How South African drivers compare to their U.S. counterparts
• U.S. businesses working with South African drivers applaud their safety record, work ethic, and attitude
• The adjustments that South African drivers make to adapt to the U.S. trucking industry
• What is expected from the carriers in order to make this process work smoothly
• How long to expect the process of bringing foreign workers to the U.S. to take

How to connect with Rob Peacock:

• https://www.linkedin.com/in/robertjpeacock/

Chad welcomes Bob Perry president and founder of Health and Nutrition, whose program provides CDL meal delivery plans and coaching programs for truck drivers.

Bob’s father drove for 50 years and retired with the “professional truck driver health care package” of high blood pressure, diabetes, and sleep deprivation. Bob has spent his life and career in health and wellness trying to make a difference in this underserved market.

What you’ll learn about in this episode:

• Use your existing budget for orientation meals to help your drivers
• How to use preventative care to avoid losing drivers due to failing medical exams
• The connection between safety and the health and wellness of our drivers
• Why keeping current drivers healthy is more cost effective than hiring new ones
• How to make wellness programs more effective and drive a higher adoption rate
• Adding nutritional education as part of a holistic training program for drivers
• How asking drivers to make small nutritional changes can show them real health results
• How accessibility to healthy choices is key for truckers on the road
• Top 10 nutritional and exercise tips for drivers
• How to use wellness success stories to change the health image of the industry

How to connect with Bob Perry:

• www.CDLmeals.com

Jeremy Reymer is the founder and CEO of DriverReach and a fierce advocate for trucking industry concerns, particularly interested in addressing the driver shortage that is affecting carriers, industry-wide. From driver recruiting software to advocating for political action that would put more truck drivers on the road, Jeremy is a dedicated proponent of truck drivers and carriers alike.

What you’ll learn about in this episode:

• The importance of always being present, engaged and involved in any business
• Why engagement is so critical for trucking companies addressing the driver shortage
• How DriverReach is addressing the driver shortage situation and why advocacy is so important for helping trucking companies meet their demands
• The impact of a dwindling supply of drivers has on organizations and how they can recruit drivers more effectively
• Why Jeremy believes data is the driving force behind decisions, like the introduction of the Drive Safe Act
• What the Drive Safe Act is and where it stands, now, in the legislative process
• Jeremy’s work with ATRI (American Transportation Research Institute) and how they are using data to develop solutions for drivers and carriers alike
• How the concerns of drivers and carriers differ and the importance of addressing both.
• The DriverReach response to the driver shortage and the tools they offer carriers to address the problem
• The strategy DriverReach has for collaborating with other groups, leaders, and organizations to improve the entire industry

Alex McKeown is the CEO of Fusion Recruiting Labs, helping recruiters and truckers find each other. Alex is an expert on creating high converting job board postings, and he shares his best practices in this episode. He touches on how to create a great job posting, why you need to be consistent in branding, and how you can use social media to attract drivers.

What you’ll learn about in this episode:

• The most shocking thing Alex realized about the trucking industry when he first entered the industry
• How FATj handles job boards and the fact that postings perform differently by regions and markets
• The importance of understanding how your direct competition is advertising to candidates
• Best practices of a job posting for truckers, and what to include in each job posting
• Examples of ways to differentiate yourself and stand out against the competition in job boards
• A major problem in trucker recruiting, and how being transparent can help solve the problem
• Tips for how to be creative in job postings while still reaching a lot of people in searches
• Secrets behind search engine optimization (SEO) when it comes to job board postings
• Advantages of using a short form for applicants, and what you should ask from applicants in that form
• How to maximize the efficiency of the recruitment process, and how AI and chat bots play a part in that
• Using social media to recruit drivers, and how companies can be successful using Facebook and Instagram
• Why it’s essential that branding is consistent on every touch point
• The importance of communicating all advertising and job postings with recruiters

Joe Green is a driver recruiter for Bestway Express of Indiana, but before he stepped into his current role Joe was a driver himself. Now he uses his unique perspective to better understand drivers and their common frustrations. On this episode of Recruit and Retain: Trucking Edition, Joe offers his unique insights and discusses his thoughts on the importance of showing gratitude to drivers.

What you’ll learn about in this episode:

• How Joe began his career as a truck driver, and how he recently transitioned to becoming a recruiter
• How Joe viewed his time as a driver as a “vacation” opportunity to explore the country and see new sights
• How Joe’s experience as a driver has informed his work as a recruiter and given him a better insight into common driver frustrations
• Why Bestway Express gives their drivers a gift basket containing snacks and other small gifts every month
• How Bestway’s communication differs from other carriers in Joe’s experience, and why those differences result in better retention numbers
• How Bestway uses Facebook for its communications, and how Facebook engages not just the drivers but the community at large
• Why Joe has found surprising success using Craigslist and radio advertising to promote his company
• What efforts Bestway is making to attract new drivers, including starting their own small school
• How changes in the industry such as e-logs are making major shifts in driver recruitment and retention
• Why trucking is often a thankless and impersonal job, and why Joe feels Bestway is overcoming that dehumanizing experience for drivers

Additional resources:

• Website: https://bestwayexpress.com

Evan Newman is the Vice President of Business Development with the Ohio Trucking Association. Evan joins the Recruit and Retain: Trucking Edition podcast to discuss the critical role trucking associations play in helping address industry-wide problems, raise public awareness, and lift up the industry at large.

What you’ll learn about in this episode:

• What frustrations the trucking industry at large is facing that groups like the Ohio Trucking Association is trying to solve
• Why technology is creating a disparity between younger drivers who may want more in-cab tech, and older drivers who do not
• Why setting expectations for home time during the hiring process is critically important for retention
• Why it is important to control the narrative and maintain a level of professionalism to promote a more professional environment
• Why the driver shortage and diesel technician shortage are of vital concern for the Ohio Trucking Association
• What initiatives and programs the Ohio Trucking Association is using to promote the industry to the general public
• How the Ohio Trucking Association is working on rolling out a training and finishing program with a local partner
• What benefits members can get from joining their states’ trucking associations beyond just the annual conference
• Why the Ohio Trucking Association wants to create a worthwhile value proposition and a good return on investment for its members

Additional resources:

• Website: www.ohiotrucking.org

Chad Hendricks is the host of the Recruit and Retain: Trucking Edition podcast, as well as the Vice President of Brand Outcomes, Inc. Chad is passionate about helping trucking companies across the industry recruit and retain talented drivers through operational changes that help your company stand out from the crowd.

Have you ever been in talks with a driver and they completely disengaged from the conversation, and you weren’t sure why? Or had a driver fail to show at orientation and completely ghost you? In this solo episode of Recruit and Retain: Trucking Edition podcast, Chad discusses why sales skills can be the key to avoiding this problem, and learn tips for helping to steer the conversation in a more positive direction.

What you’ll learn about in this episode:

• How effective communication is the key to understanding drivers’ needs, expectations, and motivations
• Why there is a severe lack of training for recruiters, and why your conversations with drivers sets the tone for the entire interaction
• Why the finish line for a recruiter isn’t when the driver shows up for orientation or achieve a service milestone but rather when you receive a referral
• What information is covered in the two-day training workshop, and how it helps recruiters address their most challenging problems
• Chad shares an example of how to have a conversation with a driver about mileage disparities between carriers
• Why it is important to keep in mind that the person who is asking the questions is in control of the conversation
• Why you should collect stories from successful drivers to share with new candidates to show that everyone matters
• What key questions to ask to lead the conversation and help the driver understand what you are offering
• Why asking the right questions can help you avoid objections and get out ahead of concerns before they even come up
• How to get a $400 discount on Chad’s sales training program at www.recruitersalestraining.com

Additional resources:

• Website: www.recruitersalestraining.com

Grant is a Project Manager for Lawrence Companies. Grant joins the Recruit and Retain: Trucking Edition podcast to share the initiatives the company is running to improve communication and trust and to create a culture of driver advocacy.

What you’ll learn about in this episode:

• How Grant found his way into his current role through a background in sales and factory operations
• Why Grant has found himself enjoying learning YouTube and the ways drivers can interact with the platform
• Why Lawrence Companies believes in integrating their operations and recruiting teams to work together towards strategies and planning
• What driver communication efforts Lawrence makes to create a culture of driver advocacy and openness
• Why Lawrence created a “driver lounge” on Facebook that only their drivers can have access to
• Why Lawrence went to one main phone number and extension for dispatch to avoid having overflow and tied up extensions, reducing missed calls by more than half
• How Lawrence’s mentor group has been set up to help with onboarding and communication, and why everyone at Lawrence has obtained their CDLs
• What valuable lessons Grant and his team have learned through the process of getting their CDLs
• How Grant is the first Project Manager in Lawrence history, and how his role involves finding and implementing process improvements and initiatives
• How Grant has been able to get drivers onboard with the idea of using video event recorders to prove what happened during incidents

Additional resources:

• LinkedIn: www.linkedin.com/in/grant-hall-1874b871/

Stephanie Walton is a recruiter for Stewart Transport. Stephanie specializes in freight, team building, management, transportation management, and transportation. Stephanie joins the Recruit and Retain: Trucking Edition podcast to share how her varied jobs throughout the transportation industry have helped her with recruiting.

What you’ll learn about in this episode:

• How Stephanie transitioned her role at FedEx into a career in transportation, before coming to Stewart Transport
• Why Stephanie’s extensive experience throughout the transportation industry have helped her rise through the ranks
• How Stewart Transport was founded over 20 years ago by a family of drivers, and why that helps with retention
• How communication has been the key for Stewart Transport to help address driver issues effectively
• How Stewart experiences a strong 43% turnover rate, and what seasonal challenges they are working through
• Why drivers have been temporarily leaving during the busy holiday season to take on higher-paying seasonal positions, and why that has been a difficult hurdle
• Why Stewart is experiencing great success hiring new drivers in the month of December, compared to the previous year’s numbers
• What advertising and word-of-mouth referral programs Stewart uses to market their company to drivers
• What common question drivers coming onboard have been asking Stewart, and why variety has been important to their new drivers
• Why Stewart Transport’s good reputation has encouraged younger drivers to reach out asking about hiring to the company

Additional resources:

• LinkedIn: www.linkedin.com/in/stephanie-walton-0aba36101/

Alyssa Muzzarelli is a recruiter for Wider Group. Alyssa specializes in helping drivers to plan routes around needed time off and home life needs. Alyssa joins the Recruit and Retain: Trucking Edition podcast to share how her work as a recruiter and driver advocate are helping Wider Group rapidly grow.

What you’ll learn about in this episode:

• How Alyssa found her way into recruiting for the trucking industry by leaning into her strengths
• Why Alyssa began recruiting for Wider Group after working for a major national retailer and realizing she was unhappy with her role
• How Alyssa came to Wider Group when it was a brand new company, and how her duties at the company came to be defined over time
• How Alyssa is using social media and technology for lead generation, advertising and recruiting
• What skills Alyssa believes are necessary to be a great recruiter, and why knowledge of your company and its processes helps
• How Alyssa recruits owner-operators, and why building trust and providing open and honest communication is key
• How Wider Group works with drivers to plan routes around needed time off and home life needs
• Why Wider is one of the best-paying carriers in its Chicago operating area, and how good pay and fairness are key to their retention
• Why Alyssa sees her role as an advocate for the drivers who work for Wider Group, and how Wider Group is expanding through the success of their recruitment
• How Alyssa works to overcome driver issues, and why following up after the hiring process is key

Additional resources:

• Website: www.widergroup.com
• LinkedIn: www.linkedin.com/in/alyssa-muzzarelli-a086b9a2/

Ben Schill is the Vice President of Paper Transport Inc. of Green Bay WI. Ben talks with host, Chad Hendricks about how his company’s growth has been centered on building a great place to work, how they managed to shift gears on their company culture when they hit “the wall”, and how everything from driver interactions to their learning modules are designed to recruit and keep great drivers.

What you’ll learn about in this episode:

• How Ben’s entire career has been focused on the transportation industry, and what brought him to Paper Transport, Inc. (PTI)
• What niche PTI operates in, and what success they’ve found operating in a tight geographic region
• How PTI’s growth strategy has involved developing a great place to work, and what success PTI has seen from this cultural focus
• How Ben defines a “great place to work” and what steps PTI has been taking to foster that environment
• Why the adjustments PTI has made to their recruiting process has helped them overcome the “wall” they hit in growth
• Why PTI’s recruiters are salary-based, not commission, and how PTI encourages hiring drivers that fit the company culture
• Why PTI has been improving driver pay, including pay increases of up to 15%, as an effort to remain competitive and properly compensate drivers
• What other initiatives PTI is running to improve driver satisfaction and engagement and to improve the onboarding process
• How PTI structures their learning management system modules to better engage drivers during the education process
• Why the learning modules PTI uses are highly customized and branded to best match the company culture

Additional resources:

• Website: www.papertransport.com

Jaclyn Barker is the social media manager and a driver recruiter for CHASER LLC. Jaclyn talks with host, Chad Hendricks about her perspective of recruiting for a smaller carrier, including the advantages she can offer drivers and the disadvantages a smaller carrier has trouble competing with their large competitors over.

What you’ll learn about in this episode:

• How Jaclyn got involved in the trucking industry immediately after attaining her Bachelor’s degree in communications and media
• What steps Jaclyn has taken in her role to acquaint herself with the trucking industry
• What observations Jaclyn has made about drivers, their wants, and the relationships she has been able to develop
• What platforms Jaclyn uses for her outreach, including Facebook, LinkedIn, and Pinterest
• Why Jaclyn tailors her posts based on the platform she is posting to, and how she handles Twitter
• How Jaclyn uses social media to form good working relationships with other trucking companies and develop a friendly reputation for CHASER
• What process Jaclyn uses to develop the content she posts, and how she uses a content calendar to manage her postings
• What driver engagement methods Jaclyn uses to get her drivers involved in the outreach programs
• What advantages a smaller carrier offers drivers, and why the biggest struggle to compete with big carriers is in driver pay

How to contact Jaclyn Barker:

• Website: www.chaserllc.info
• LinkedIn: www.linkedin.com/in/barkerjaclyn/

Alex Batley is a manager at A.N. Webber. Alex Batley talks with host Chad Hendricks to share why recruiters who lie to drivers are only hurting themselves, and he discusses the age 21 interstate driving requirement and why it’s making it more challenging to get young people interested in driving as a career.

What you’ll learn about in this episode:

• Why Alex decided to leave his position as a driver and got his degree in transportation logistics management
• What difficulties Alex experienced when making the jump from driver to management, and how he overcame those challenges
• What changes Alex has observed in the transportation industry during his career, and why things are improving for drivers
• How A.N. Webber stays competitive by investing in their drivers, and why consistency matters
• Why shippers are beginning to realize that their rates are going to have to go up due to driver pay needing to go up
• Why Alex believes that not having a recruiter in his office is a benefit, not a drawback
• How Alex’s own experiences as a driver have helped inform his role in management, and why he feels dishonesty in the industry is a problem
• What recruitment efforts Alex is using at A.N Webber, and how their driver referral program works
• Why the age limitation for drivers is a major problem for getting young people interested in driving for a living

Additional resources:

• Website: www.anwebber.com

Rob Wayne is the director of safety and recruiting at GetGo Transportation. Rob talks with host, Chad Hendricks about how his experience as a driver has helped his recruitment and retention efforts, and why speaking the drivers’ language can be a tremendous asset.

What you’ll learn about in this episode:

• Why Rob decided to get his CDL and become a driver to help him better understand the industry
• Why Rob made the transition from driver to management, and how knowledge gained as a driver helped with his new position
• How Rob was able to promote a focus on safety and get drivers on board with the changes
• How onboard camera systems and financial incentives have been key components in encouraging safe driving
• How Rob is working to integrate his safe driving initiatives into his driver training process
• Why Rob is wanting to create a “Driver of the Year” award and prize linked to the safety metrics he tracks
• How Rob generates recruiting leads, and what retention efforts have been most successful for GetGo
• How Rob is preparing for his older driver force to begin retiring, and why he’s looking toward recruiting younger drivers
• Why “home daily” routes aren’t always everything they appear to be, and why longer routes can actually be less exhausting

How to contact Rob Wayne:

• Website: www.getgotransportation.com