Over the last few years, the trucking industry has seen a problematic decline in the number of drivers they can rely on to support the supply chain. The trucker shortage has been largely fueled by a lack of younger drivers, who haven’t taken to the profession with much zeal.
As a result, trucking businesses around the country have begun experimenting with new strategies to attract young drivers. Considering the wealth of innovative technology at our fingertips in 2025, it’s safe to say that there are plenty of avenues to get young people on board with a high-paying job like trucking.
In this guide, you’ll learn about some technology-driven methods for getting more young drivers on board with trucking, and you’ll gain a better understanding of just how bad the trucker shortage in the US really is.
How Bad Is the Trucker Shortage?
There’s always a lot of talk about the trucker shortage, but is it really that bad? Well, according to the American Trucking Associations (ATA), the industry was short approximately 80,000 drivers in 2021, with trends pointing to that number doubling to 160,000 drivers by 2030.
On top of that, trucking jobs aren’t going anywhere any time soon, with the US Bureau of Labor noting that, by 2030, employment of truckers is expected to grow by 5%. Yes, autonomous trucks have been in the news, such as Aurora pledging to operate vehicles in inclement weather, but even the most ambitious models aren’t going to be on the road in a meaningful way for at least a couple of years.
Unfortunately, age does appear to be a big driver of this trend. The average age of trucker drivers in the US is 46 years old, with the average age of a new truck driver coming in as high as 35 years old. Even more alarming, there are more than 110,000 truckers in the US over the age of 65 years old, with the average age of retirement coming in at 69 years old.
All that to say, if the trucking industry can’t find a way to attract young drivers, this shortage is only going to get worse in just a few short years.
Trucking Companies Aren’t Struggling with Demand, Tech.co’s Report Finds
The good news? While the logistics industry might be struggling at the moment, it’s not due to a lack of demand.
Insights from our Moving Goods With Fewer Hands report found that 84% of respondents said there was just enough or more than enough freight to haul (a spike of 21% from the previous year), and the majority (56%) have had to turn to third-party providers to keep up with the substantial demand. On-time delivery has witnessed the biggest uptick in demand, with 43% of respondents saying that meeting the demand for reliable, timely deliveries causes them the most pressure.
However, while this growth is a clear sign of an industry on the up, recruitment challenges are still preventing fleets from reaching their full potential. Our report found that 45% of logistics businesses cite a lack of qualified applicants as the biggest challenge to maintaining a steady driver workforce. Combine this with an ageing workforce and a high rate of employee turnover, and it’s no surprise that so many businesses are struggling when it comes to fulfilling demands.
Yet, understanding what’s preventing younger drivers from joining fleets remains the best way to tackle the issue. So, next we explore what’s preventing potential candidates from pursuing the professional pathway, from the perspectives of hiring managers and business owners themselves.
Looking forward, the future belongs to those who can transcend traditional frameworks; those who embrace flexibility and innovation to deliver freight at speed and scale, even as human capacity tightens.
What Key Hiring Challenges Are the Trucking Industry Facing?
It’s clear that trucking businesses are facing major roadblocks when it comes to finding fresh, young talent. According to findings from our report, here are the main issues they’re up against in 2025.
- Financial barriers – 39% of managers cite poor pay as the biggest barrier to attracting new workers. With the majority of drivers still being paid by the mile, the income is much less predictable than a traditional salaried wage. On top of this, prospective drivers are required to undergo training to obtain a Commercial Driver’s License (CDL), which can cost anywhere from $3,000 to $10,000, driving up the barrier to entry for potential candidates.
- Poor work-life balance – 38% of logistics managers believe the industries long-hours is preventing new staff from applying. Long-haul trucking requires drivers to spend extended periods of time away from family and friends, with some drivers working on the road for up to 300 days a year. So, it’s unsurprising that this demanding schedule, combined with unpredictable and antisocial hours, is deterring young talent from considering the profession.
- Strict regulations – 33% of managers explain that their hiring potential is hampered by regulatory burdens. Specifically, Federal regulations prohibit drivers under the age of 21 from driving commercial trucks across state lines. As a result, a significant portion of young drivers (high school graduates) are prevented from pursuing long-haul trucking.
- Job instability – 27% of logistics managers cited job instability as their number one reason for hiring struggles. This is driven by the fact very few young drivers see trucking as a ‘job for life’, unlike previous generations.
Are Driverless Fleets the Answer to the Hiring Problem?
Autonomous trucks have long been touted as the answer to the long-standing hiring crisis in the trucking industry. Our own Moving Goods With Fewer Hands report has found that 42% of participants believe we’ll be seeing self-driving trucks on the road in the next 15 years.
There’s good reason for this optimism. Autonomous fleets have the potential to handle the “middle mile” of journeys, freeing up human time by allowing them to just focus on local routes that are closer to home. These vehicles have also been shown to reduce accidents caused by human error, like speeding, fatigue, and distracted driving, making the job much safer for new drivers.
However, despite the concept gaining traction, the technology is nowhere near replacing young drivers completely. Adoption is slow among logistics companies, with only 10% of the participants we surveyed currently exploring the still-nascent technology of autonomous vehicles, making the practice even less popular than warehouse robotics.
What’s more, even if the trend picks up quicker than expected, most of the technology focuses on “hub-to-hub” operations, where human drivers are still required to navigate local streets and urban environments. Recruits will also require training to monitor and handle these new systems, meaning that the financial barrier to entry for new workers won’t necessarily be removed.
How the Trucking Industry can Attract Young Truckers
Given the trucker shortage, it’s understandable that logistics businesses are doing what they can to attract young drivers to the profession. However, old recruiting tools haven’t been as successful on this generation, which is why some new ideas should be your priority in this endeavor.
Here are some innovative, modern strategies for attracting young drivers to your trucking business.
More flexible schedules
It may sound crazy, but the young generation is far less inclined to unreasonable hours on a regular basis, particularly when there are so many remote jobs out there to choose from. Subsequently, one of your best tools for attracting younger drivers is to provide more accommodating, flexible schedules that can promote a bit of work-life balance.
Obviously flexible schedules take many different forms for different drivers, though. For long-haul truckers, for example, you’ll want to make sure you provide them with substantial breaks between routes and opportunities to stay home for extended periods of time. You can also provide part-time and on-demand roles, so truckers can choose when they work in line with their schedule.
Social media
In 2025, if you haven’t explored the use of social media for attracting young drivers — or really just in general — seriously, what are you doing? The platforms certainly have their pitfalls, from misinformation to trolls, but the reality is that using them is a no-brainer when it comes to reaching younger generations.
As for what platforms you should focus on, Facebook, Instagram, LinkedIn, and TikTok are going to be your best bet. Each one is obviously a bit different than the last, but they all have some level of professional content on their platforms that will help you reach young people that want to work.
A company that has seen major success with this tactic is Fly In Fly Out (FIFO) Australia. The company, which recruits workers for jobs in industries like mining, oil, and construction, have deployed a winning social media strategy which involves posting “day-in-the-life videos” showcasing the working environment, daily tasks, and salary.
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Trucking companies could easily replicate this strategy by getting young drivers to film content from their own perspective, while mentioning financial benefits like sign-on bonuses and performance incentives.
Government regulations
If young individuals are interested in driving, they can do so at 18 years old if they only want to drive intrastate. However, if they want to drive interstate, young truckers need to be at least 21 years old, which is blocking off a huge selection of potential young truckers.
However, the trucker shortage has gotten so dire that even governmental bodies are starting to find ways to alleviate it that involve changing these laws with special programs.
The FMCSA Safe Driver Apprenticeship Pilot Program, for example, is a government program that pairs younger individuals aged 18 to 20 with apprenticeships, so that they can get started before the required age of 21 for trucking.
Video games
Yes, you read that right. In 2025, using any tool to attract new truckers isn’t off the table, and with over 200 million video game players in the US, it’s safe to say this market is ripe for the picking.
One company did try to take advantage of video game popularity in 2023, when it placed real recruiting advertisements for trucking roles on billboards in the popular video game American Truck Simulator.
“We think that people who like the game, might like the real thing and want to drive with us.” Kara Leiterman, media relations manager for Schneider
It’s not a bad strategy either, with the audience for these games being huge. American Truck Simulator alone has sold over 3.4 million copies.
Ultimately, if the industry wants to attract younger generations to trucking, it needs to meet them halfway. The recruitment methods of the past aren’t going to cut it in 2025, and you might need to hop on TikTok or make some concessions to flexible work hours for that next hire.
The Road Ahead: Adapting to a New Generation of Truck Drivers
The trucking industry is at a cross roads. Demand for reliable logistics may be stronger than ever, but the traditional model for recruiting is failing to deliver results.
However, even if younger generations aren’t signing to work at your business in their droves, there are clear, actionable steps you can take to attract new talent. You don’t have to invest a ton in revamping your hiring strategy, either. Making a positive change can be as easy as leveraging social media platforms like Instagram and TikTok, or embracing new technology to make the profession more desirable to new demographics.
Ultimately, a thorough understanding of the industry is key to knowing how to adapt, too. To get a complete picture of what trends are impacting the future of logistics, download the full Moving Goods with Fewer Hands report for free.
We’ve Spoken to Logistics Professionals Directly
Hiring challenges aren’t going to go away overnight, but arming yourself with insights from industry is a vital way to safeguard your businesses future. We spoke with 521 logistics professionals to understand the common pinpoints being felt in the industry.
Download the free report to learn about its key findings, and to discover steps your business can take to maintain a strong driver workforce.