How a trucking company beat the driver shortage and improved retention
Today, the U.S. needs to transport 70% of freight and faces a national driver shortage. Lynden, a 72-year-old transportation company that employs 3,000 people, has had to turn down business because it didn’t have enough drivers.
The challenge for Lynden is not only to attract drivers from competitors, but to grow their workforce by attracting people – mostly millennials – to pursue a fulfilling career with their company.
To appeal to millennials, Lynden’s HR and operations leaders teamed up with their colleagues in marketing to create their Dock-to-Driver programme to attract candidates to a career in commercial driving. By working the docks while going to school, new hires get the training needed to earn their CDL class A license. Lynden provides a mentor and covers the tuition, so their new drivers are ready to take the wheel right after they complete the programme.
The marketing team helped Lynden’s recruitment team create a new driver-specific page within their iCIMS career portal to showcase jobs and content relevant to people interested in a driving career. By implementing engaging employee videos, adding an ‘apply now’ call-to-action at every touchpoint, and highlighting their Dock-to-Driver programme, Lynden built a steady pipeline of new drivers and reinforced their employer brand as the place to remain for the long haul.
iCIMS has really changed our lives. Previously, we were completely paper people, and we were anticipating that truck drivers would have more difficulty with the technology. Instead, we found that truck drivers are quite adept at using technology available on their cell phones and we leveraged iCIMS to make our driver career page and application completely mobile friendly.
VP of Employee Relations and Business Development, Lynden