Lorry Driver Recruitment: Encouraging Younger Drivers to Join the Industry

In the UK, an HGV driver shortage is threatening the logistics industry with higher prices for delivering consumer goods and shortages of critical products like medicine and fuel.

One solution: recruit and retain young drivers to keep the industry strong and essential supplies moving. 

Young people often overlook lorry driving as a career, unsure how the industry works or facing barriers to earning their heavy goods vehicle (HGV) or large goods vehicle (LGV) driving licence. But forward-thinking companies that want to future-proof their business know young drivers are the key to growth.

And if we’re going to attract young drivers into the industry, we’ll need to clear up a few misconceptions about lorry driving first, and break down roadblocks that keep them from getting qualified. Your driver recruitment strategy should include the messaging and tactics we describe here to showcase the rewards and opportunities you can provide drivers of all ages. 

Becoming an HGV or LGV driver is a steady, satisfying career. Now it's time to teach the youth what makes it great.

Address misconceptions about the HGV driver industry

The last thing a young worker wants is to enter an "old folks" profession, and unfortunately, the stereotype of truck driving says it's only for older workers. It is important to communicate effectively that lorry driving, with its opportunities for intercontinental travel and hauling high-stakes cargo, can work for everyone.

Show how trucking careers can progress

Trucking is more than driving, and young drivers can work towards roles in logistics coordination, fleet management, and driver training. Highlighting career progression opportunities will also entice young people to take the first step and get their HGV driver's licence. 

Highlight your company benefits

Many young drivers don’t know about the benefits HGV drivers enjoy. The job is stable, salaries are competitive, and many companies offer opportunities to take time off for bank holidays, sick leave, and family leave.

In the past, lorry driving held a bad reputation for overworking drivers to a dangerous degree. But the EU's Working Time Directive (WTD) addressed unsafe and unfair working hours in every industry, and the UK transport industry retained much of the WTD rules even after Brexit. This policy protects lorry drivers from overwork and ensures non-driving hours (such as time spent loading trucks or preparing for vehicle safety checks) still counts as work. 

In short, young drivers can take heart knowing that the logistics industry isn't the overworked, underpaid profession of the past.

Reduce costs and barriers to getting a Class 1 driving licence

Young workers might have fewer resources, so even if they have an interest in working in the logistics industry, they might not be able to afford the necessary training.

Educate on grants and financial supports

Government grants can help young drivers afford the training they need to get their Driver Certificate of Professional Competency (Driver CPC). Your company might offer apprenticeships and employer-sponsored training to make it more accessible, too.

If recruiting young drivers is a priority, pilot a program that helps them obtain their HGV/LGV licence. Showcase the financial and educational support you offer younger applicants with targeted marketing and appearances at careers fairs or recruiting events.

Promote career growth & stability

As you market to potential young drivers, include examples of the successful careers other young drivers have built in the industry. When young drivers can envisage an interesting career and the trajectory that will lead them towards it, they're more likely to join the team.

The availability of specialist roles and the industry's brilliant job security are two strong selling points. Highlight these perks in targeted marketing materials and cleverly-placed ads. Showcase exciting jobs like tanker or refrigerated transport, and the higher earnings they offer, and cite industry statistics that prove a job as a UK lorry driver is secure and stable.

Use digital marketing & social media for lorry driver recruitment

We mentioned "cleverly-placed" ads above, and by that we mean "online". Young drivers aren't opening the daily paper to the Classifieds anymore, they're searching for jobs online via recruitment websites and even on social media.

Your company should have a presence on online jobs boards and run digital campaigns targeted at those graduating secondary school. Not only are you more likely to catch young people's attention if you meet them where they're searching for jobs, you'll show them that your company's a tech-savvy, modern player in an industry they might have dismissed as old-fashioned.

Create a more youth-friendly work environment

Of course, if you don't want to be seen as old-fashioned, then you need to ensure you're not. Young workers want to join an organisation where they can learn new skills, grow their responsibilities, and feel comfortable and welcomed by the team.

Make work hours flexible

Today's workers value personal fulfillment as much as wages and compensation, so employers can create a youth-friendly work environment with perks like flexible working schedule and work-life balance incentives.

Create a diverse workplace

They also expect a vibrant, diverse workplace where inclusion is second-nature and all staff feel welcome and respected. If your current work environment doesn't offer that, you'll find it hard to retain young drivers.

Mentor young drivers

A mentorship program helps young drivers feel seen, supported, and confident in the roles they fulfil early in their careers. Plus, ongoing guidance will encourage them to go beyond the basic qualifications to deliver a professional performance that exceeds expectations.

Need help finding young drivers?

Young people across Britain, Wales, Northern Ireland, and Scotland are leaving school and looking for jobs. If you market your company and opportunities to catch their attention, you'll find a wealth of new recruits who'll grow into tomorrow's fleet leaders and operations managers.

Talk to our team about the strategies we use to find and attract the drivers you need for each and every job.