By 2030, members of Generation Z, or those born during the late 1990s and early 2000s, are forecast to make up about 30 percent of the workforce, says Theresa Adams, senior HR knowledge advisor with the Society for Human Resource Management (SHRM).
Amongst their attributes, Gen Z has never known a world without the internet. They’re also more ethnically diverse than older generations. As trucking companies try to attract and retain members of Generation Z, the following guidelines can help:
Reflect Their Diversity
A more diverse universe of potential candidates is a positive. “We want all ages and backgrounds,” says Marilyn Surber, principal and co-founder with the consulting firm, Candela Professional Group.
Appealing to Gen Z candidates often requires a different approach than the one-size-fits-all approach to recruiting and retention that may have worked when trucking was relatively homogenous, Surber says. Today, recruiting materials should reflect the diversity of the candidates who make up Gen Z. “We have to show (candidates) people who look like them,” she adds.
Use Technology to Reach Out
Because Gen Z has grown up with technology, employers recruiting candidates from this group can often benefit by reaching out through the platforms Gen Z’ers tend to use, such as texting and social media, Adams says. “It’s really important to attract them where they’re looking,” she adds.
Emphasize Job Stability
While it’s sometimes assumed that younger workers are inveterate job-hoppers, many value stability. In a recent SHRM report, nearlyseventy percent of emerging professionals identified guaranteed hours or job stability as a very important factor when evaluating potential employers.
Highlight Flexibility and Social Commitment
Many members of Gen Z are committed to social issues and sustainability, Surber says. By offering benefits that recognize this, such as the ability to take a volunteer day once per quarter, companies can boost their appeal with these candidates.
Many Gen Z’ers are used to working where, when, and how they want. As a result, they tend to value flexibility, Adams says. In positions where it makes sense, offering the opportunity to work remotely can also help in attracting candidates.
Point Out Earnings Potential and Relatively Low Investment
As the cost of college education rises, trucking careers can become more attractive, given the generally lower investment of time and money required to get started. “You can maximize your income with less time and investment upfront,” Surber says.
The key is communicating the opportunities available, as well as the ability to make a good wage, Adams says.
Train Managers Working with Gen Z
The pandemic lockdowns occurred as many members of Gen Z were in their teens and beginning to learn to navigate the world as adults. This, along with the proliferation of technology, may have affected some employees’ soft skills, such as professional communication and time management. Successful employers will train managers to effectively communicate with and help develop Gen Z employees, Adams says. She adds that having strong managers and supervisors are critical factors in employees’ decisions to remain with a company.
Develop Opportunities for Professional Growth
About one-third of emerging Gen Z professionals expect to stay at their next or current job for four years or more, according to the SHRM report. However, twice that many would stay if provided consistent opportunities to build in-demand skills. “This generation is hungry to learn,” Adams says.
Providing a peer coach can also be helpful. “After the isolation of COVID, many want to feel like they’re part of a team,” according to Adams.
A version of this article is featured in Edition 3 of 2024 in our official magazine, Redefining The Road. Download it here.
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A more diverse universe of potential candidates is a positive. “We want all ages and backgrounds,” says Marilyn Surber, principal and co-founder with the consulting firm, Candela Professional Group. 
