The driver shortage remains one of the most persistent challenges facing the U.S. trucking industry — and it’s not going away anytime soon.
According to the American Transportation Research Institute (ATRI) 2024 Top Industry Issues report, the driver shortage remains a top five concern for both carriers and industry stakeholders. The gap between supply and demand for qualified drivers affects capacity, service quality, and ultimately the bottom line for fleets of all sizes.
At PrePass Alliance, we believe this is a solvable challenge — but it requires a proactive, multi-faceted approach. In this article, we’ll examine the forces driving the shortage and share actionable strategies to help fleets not only attract drivers but retain them over the long haul.
Why Is the Driver Shortage So Persistent?
- Demographic Shifts
The average truck driver today is about 47 years old — significantly older than the average American worker. Many drivers are nearing retirement age, and younger workers have not entered the industry in sufficient numbers to replace them.
- Perception of the Profession
Trucking is often perceived by younger generations as a difficult, low-tech job with long hours and time away from family. Meanwhile, competing industries (warehousing, local delivery, construction) offer more predictable schedules and local work.
- Regulatory Pressures
Increasing safety and compliance requirements — such as ELDs, drug testing, and CDL training standards — are essential for the industry but can add barriers to entry for new drivers or cause existing drivers to leave the profession.
- Job Satisfaction Factors
Driver turnover remains high due to:
- Inconsistent pay
- Unpredictable home time
- Poor communication with dispatchers
- Lack of respect or appreciation
Addressing these factors is critical to long-term retention.
Strategies to Attract and Retain Drivers
- Rethink Driver Recruiting
- Promote lifestyle improvements. Highlight efforts to offer consistent routes, better home time, and driver-friendly technology.
- Leverage social media. Younger drivers engage with recruiting content on platforms like YouTube, Instagram, and TikTok. Use these channels to showcase your company culture.
- Emphasize career development. Offer clear advancement pathways to attract career-minded individuals.
- Optimize Compensation and Transparency
- Offer competitive pay but also focus on predictability and clarity.
- Implement pay tracking apps or digital tools so drivers can easily see how they are compensated.
- Provide performance bonuses tied to safety, fuel efficiency, and customer satisfaction.
- Foster a Culture of Respect
- Train frontline managers and dispatchers in effective communication and conflict resolution.
- Establish driver advisory councils or feedback loops where drivers have a voice in operational decisions.
- Publicly recognize driver contributions through awards, company newsletters, and events.
- Invest in Driver Wellness
- Provide health and wellness resources — such as partnerships with clinics, fitness incentives, or stress management programs.
- Consider flexible scheduling options where possible to accommodate family needs and work-life balance.
- Leverage Technology for a Better Driver Experience
- Use weigh station bypass programs like PrePass to reduce unnecessary delays and improve drivers’ day-to-day experience.
- Implement smart routing tools to avoid congestion and parking shortages.
- Equip trucks with driver-friendly technology that enhances safety without increasing distractions.
A Path Forward for Fleets
The driver shortage will not be solved by a single initiative — it will take an industry-wide effort to make trucking a more attractive and sustainable career. Fleets that succeed will be those that view drivers as valued partners and invest in both their experience and their well-being.
At PrePass Alliance, we are committed to helping fleets improve safety, efficiency, and driver satisfaction through tools like:
- Weigh station bypass
- Safety score monitoring
- Fleet performance analytics
By removing friction from the job and enabling smarter operations, we can help make your fleet a place where drivers want to stay.
Are you ready to take your driver experience to the next level?
Learn more about PrePass solutions here.