The American Trucking Association projects that by 2035, the industry will need to recruit over one million new drivers. This has prompted urgent questions, like “Where are we going to find them?” and “Has anyone checked behind the Loves?”
“Every time I blink, another driver retires, becomes an influencer, or buys a food truck,” said one recruiter. “We’re down bad. I offered someone a sign-on bonus and a hot tub for their sleeper.”
With younger generations hesitant to join an industry associated with long hours, diesel fumes, and sandwich regrets, companies are scrambling to rebrand.
One ad reads: “Tired of TikTok? Try trucking. It’s like a road trip with freight and occasional tears.”
Some fleets are marketing trucking as a “remote lifestyle career.” One video shows a guy backing into a dock while sipping matcha and listening to a productivity podcast. “That’s not trucking,” said one veteran. “That’s witchcraft.”
To attract Gen Z, a few carriers are offering perks like subscription boxes, loyalty points, and digital avatars of dispatchers that say things like “You’re crushing it!” and “That traffic wasn’t your fault, king.”
But the older generation isn’t buying it. “They think putting neon lights on a Peterbilt will bring in new blood,” said a skeptical flatbedder. “Try paying detention without making us beg like medieval peasants.”
Driver schools are packed with hopefuls and dropout rates. “We had one student leave after discovering there’s no Starbucks in Wyoming,” an instructor sighed.
Industry insiders suggest rethinking the pitch entirely. “Stop saying ‘independence’ and start saying ‘unlimited podcast time, unmatched snack access, and legally yelling at inanimate objects.’”
As for the 1 million driver goal? Optimistic recruiters are confident. “We’ll get there,” one said. “If not with pay raises, then maybe with puppies, free fuel, and promising they can play trucker in the metaverse.”
Because if there’s one thing the industry knows, it’s this: the only thing harder than finding a parking spot is finding someone who wants to look for one every night… for the next decade.
*All articles on this website are crafted with human creativity and a touch of AI-inspired humor. These stories are entirely fictional, written purely for fun and entertainment, and should not be taken as factual or advice. Keep smiling and stay safe! And remember-don’t read while driving; tune in to our podcast instead 🙂
