By embracing social media trends and investing in the development of their workforce, companies have the potential to attract and retain a new generation of workers who are not only technologically savvy, but also eager to contribute to the future of the American economy.
By Katerina Jones
For decades, trucking, transportation, and logistics have been viewed as the backbone of the American economy, driving the movement of goods and materials for businesses and consumers. However, these industries have historically faced an ongoing challenge of finding and retaining skilled workers.
Historically, these blue-collar jobs have been perceived as labor-intensive, less glamorous, and lacking the allure of other career paths. Today, companies in these industries are seeing a shift, where younger individuals are taking a larger interest driven by advancements in data analytics, technology, and the influence of social media.
Finding Labor in Transportation Has Been Challenging
In 2021, the demand for truck drivers in the U.S. reached an estimated 80,500. Looking ahead to 2030 and that number is forecast to double to a staggering 162,000. Globally, the situation is equally daunting, with more than 3 million truck driver positions currently unfilled across 36 studied countries.1
A deeper dive into the demographics shows that only 12 percent of truck drivers are below the age of 25, with a mere 6 percent being women. Contrast this with the median age of a truck driver in the U.S., which stands at 46, compared to the overall workforce鈥檚 median age of 42.1
Part of the challenge can be found in the skills gap. Many of these industries do not always require a four-year degree, however they do require special certifications that are not always easily attainable. As an example, to be a truck driver in the U.S. you need a Commercial Driver鈥檚 License (CDL), and this often comes with difficult training and testing.
There can also be a stigma associated with many blue-collar jobs, which have historically been perceived as less desirable than white collar jobs. This social pressure has certainly influenced younger workers into making other choices for employment.
The Role of New Media in Attracting Younger Talent
Social media, digital media, and the age of influencers are playing an active role in possibly reversing these trends, especially in many companies鈥� pursuit of attracting a younger workforce鈥攆or jobs at all levels whether it is in the garage, in the truck, or at the office.
Platforms like Instagram and Facebook have turned into powerful tools in reshaping perceptions while influencing career choices among younger generations. Today, we see a growing number of influencers who have established large followings from showcasing their experiences and expertise in all areas of trucking, transportation, and logistics. These influencers offer a glimpse into the day-to-day life of working in these industries, and this has been powerful in helping others view these jobs as being cool and even desirable.
The interest in following these influencers may be one reason why the number of students enrolled in vocational-focused community colleges rose 16 percent last year to its highest level since the National Student Clearinghouse began tracking such data in 2018.2
The hashtag #bluecollar drew 500,000 posts on TikTok in the first four months of 2024, up 64 percent over the same period in 2023. Posts hashtagged #electrician increased 77 percent over the same time, with #constructionworker and #mechanic posting similar increases.2
Companies are also leveraging social media platforms like LinkedIn and Facebook to spotlight employees, showcasing awards, accomplishments, accolades, accreditations, articles they have written, and company achievements. The use of social media to spotlight these accomplishments goes a long way toward reinforcing company culture, solidifying camaraderie, and gives employees a chance to repost to obtain their excitement and engagement.
Building a Podcast, Growing a Following
Reaching a newer and a more diverse audience is important today, which is a leading reason why we launched a driving success educational transportation fleet podcast series earlier this year.
Podcasts have established themselves as a mainstream media platform, attracting an ever-growing and highly engaged audience. In fact, according to Edison Research, 67 percent of the 12-plus age population has listened to a podcast; and 47 percent of the 12-plus age population are monthly podcast listeners while 34 percent are weekly listeners.3
A podcast series offers a unique opportunity to engage industry listeners on a more direct level, offering education on specific issues that are important to followers of many professional age groups. The platform allows for educational long-form content that can dive deep into topics, tell stories, and create a sense of connection and community for dedicated followers, while being more personable. For corporate heavy-duty fleet companies, and those in equipment finance, this represents a great chance to provide specific information in a format that resonates with younger and more diverse audiences. In fact, we have seen on average a 600 percent growth rate in podcast views/listens this year.
Ultimately, there will remain challenges in finding the right skilled talent for all levels of the transportation industry. However, these challenges are now being met with innovative solutions driven by new media. The integration of digital media, social media, and influencers are now making traditionally blue-collar industries more appealing to younger generations.
Embrace the Trends
As these industries continue to evolve, they have the potential to attract and retain a new generation of workers who are not only technologically savvy, but also eager to contribute to the future of the American economy. By embracing these trends and investing in the development of their workforce, companies in these sectors can secure their place and compete as leaders of the industry. | WA
Katerina Jones is Chief Marketing Officer for Fleet Advantage, a leading innovator in truck fleet business analytics, equipment financing, and lifecycle cost management. For more information, visit .
Notes
www.truckdriverrights.com/2024/04/20/navigating-the-lanes-understanding-the-truck-driver-shortage-in-the-us/
www.wsj.com/lifestyle/careers/gen-z-plumbers-and-construction-workers-are-making-bluecollar-cool-0c386274?mod=itp_wsj,djemITP_h
www.edisonresearch.com/the-podcast-consumer-2024-by-edison-research
References
www.tiktok.com/@clarissarankin?lang=en
www.youtube.com/@FleetadvantageNetUSA/podcasts