How to find and recruit truck drivers: Hiring and retention strategies
August 22, 2025
Key insights
- The trucking industry faces persistent driver shortages in both the U.S. and Canada due to retirements, pandemic exits, and labor shifts.
- Referrals, digital outreach, and mobile-friendly applications are proven ways to recruit truck drivers effectively.
- Competitive pay, strong benefits, and transparent communication set companies apart in a tight labor market.
- Retention is as critical as hiring, with turnover rates for long-haul truckers averaging above 90% at many large fleets.
- Investing in driver satisfaction, technology, fair scheduling, and structured training builds loyalty and long-term workforce stability.
The trucking industry keeps North America moving. From groceries to medical supplies, nearly everything we rely on travels by truck at some point. But fleet managers face a major challenge: how to recruit truck drivers and keep them on the road.
While the numbers vary, driver retirements, pandemic exits, and shifting labor trends have created persistent shortages. That’s why finding and retaining drivers isn’t just an HR function—it’s a strategic imperative.
Recruitment: How to find truck drivers today
- Leverage referrals. Your current drivers know the realities of the road. Tap into their networks for candidates who arrive with realistic expectations.
- Build a stronger digital presence. From social media ads to QR codes at truck stops, meet applicants where they already are. A complete online footprint makes it easier to communicate and attract referrals.
- Optimize for mobile. Most job seekers search and apply on their phones. A clunky process means missed opportunities. Keep it fast, simple, and mobile-friendly.
- Highlight your competitive edge. Better pay, stronger benefits, or training programs give you an advantage in a tight market. This is how to hire drivers for your trucking company when others can’t.
- Be honest about the job.
Whether it’s long hours or steady routes, transparency builds trust and reduces early turnover.
Retention: How to keep truck drivers engaged
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With an average annual turnover rate for long-haul truckers above 90% at many big trucking companies, hiring solves only part of the problem. Retention solves the rest.
- Make driver satisfaction a priority. Invest in late-model trucks, ergonomic cabs, and automated telematics that remove manual trip logs and improve comfort.
- Connect technology and productivity. Younger drivers, many under 35, expect intuitive tech that helps, not hinders, their work.
- Manage on-road time wisely. Long, unpredictable hours and workload are a leading complaint. Show drivers you understand their issues and respect their time to prevent dissatisfaction.
- Deliver on promises. If bonuses or perks were offered during recruitment, make sure you follow through without delay. Nothing erodes trust faster than unmet expectations.
- Invest in training. New hires may lack commercial vehicle experience. Structured training builds confidence, boosts safety, and improves retention.
Building a stronger workforce
The driver shortage won’t solve itself. But with a clear strategy, you can stand out in a competitive market.
Finding and keeping drivers isn’t just about filling seats, it’s about securing the future of your business. By thinking about how to find and recruit truck drivers strategically, you’ll not only fill today’s roles but also build a resilient workforce ready for tomorrow.
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