Issue link: https://read.dmtmag.com/i/737157
I n the United States, women make up 57 percent of the workforce. But in the trucking industry, they constitute less than 7 percent of the driver pool. Interestingly, according to fleet executives, women drivers tend to have a lower turnover rate than men and are desirable hires. Savvy fleets spotlight their women drivers through social media and offer mentoring programs and women trainers. Unfortunately, there is still a negative perception that professional driving is a man's job and women are not welcome. Girls have limited role models in the trucking industry, and a woman behind the wheel is still a rare sight. How can you attract women to your company? The reality is that women drivers are not that different from their male counterparts when it comes to recruiting. Research conducted by Randall-Reilly for their new woman-focused newsletter, She Drives Trucks, found women want competitive compensation and benefits, well-maintained and modern equipment, fair treatment and a safe, respectful workplace — exactly what male drivers want. However, women drivers also indicated they wish cabs were a little more "female friendly," with seats and dashboard controls more suited to them. And while safety is a concern for all drivers, it is particularly important to women driv- ers. You can improve your recruiting and retention of women drivers by working with shippers, receivers and truck stops to ensure female drivers have access to safe, well-lit parking areas and adequate restrooms. A zero-tolerance policy for harassment also will go far in encouraging women to join your fleet. 1 2 | BULLDOG | 2 0 1 6 V 2 experiences, so anything you can do to make your interview stand out is a plus. And don't be surprised to see them talking about it after the fact via social media, giving you addi- tional exposure to other job seekers. Establish communication channels and keep them open. Millennials anticipate meet- ing their prospective managers and experi- encing your corporate culture during the hiring process. They also expect regular com- munication throughout the process. With highly qualified applicants, stay in touch via text message. Know it's not all about the bottom line. While compensation is important to millenni- als, it's not their only concern. They are an ambitious group interested in progressing their careers and finding opportunities for personal growth. They want to feel their work is valued and expect some flexibility and free- dom in the workplace. They also want more of a work-life balance than baby boomers. Anything you can do get drivers home on a regular basis will help persuade them to work for you. Be transparent. Honesty is critical with this group. When you are describing the job to them, be accurate and complete. In a recent CCJ survey, 40 percent of fleet managers said mismatched job expectations are the main reason drivers quit. Dick Finnegan, CEO of C-Suite Analytics, says you will lose new hires quickly if the real- ities of the job do not mesh with the picture you painted during the interview. "Before you offer someone the job, tell them the truth about how the job works," he says. That means talking about some of the less-desirable aspects of driving a truck. Think of a realistic job preview this way: include information about the job that might make a person not want to take it. While this might sound counterintuitive, people are more likely to stay with a job when it matches what they were told about it during the interview. Highlight technology. Younger workers not only expect technology to be part of the recruiting process, they expect to use it on their jobs. During the interview, make sure to highlight the technology you're spec'ing on your trucks and using to manage your fleet. Things like telematics, lane-departure-warn- ing systems, collision-avoidance systems, adaptive cruise control and automated trans- missions demonstrate your commitment to being on the leading edge of technology. Retention Once you've hired a millennial, you'll need to continue to be transparent, upfront and open with him or her. You'll also have to focus on communication. Remember, this is a generation that likes to stay connected. There are software solutions on the market today that allow your team to manage driver com- munication. For example, there are ways to send automatic notifications to drivers, and you can use text messages to reach them. Throughout their lives, millennials have been subjected to a lot of feedback and handholding. They continue to expect this in the workplace. Make sure criticism is given in real time. Don't wait for performance reviews to let them know how they're doing. And remember to compliment them on a regular basis for achievements, no matter how inci- dental. This generation was awarded with tro- phies for participation, so they are conditioned to receive praise for their accomplishments. If all this sounds overwhelming, know it's worth the effort. Millennials have proven themselves to be hard workers willing to take on leadership roles. Besides, you don't really have a choice. At some point, you'll have to start hiring millennials because they will make up the vast majority of the workforce. If you start changing your recruiting, retention and communication practices to accommodate them now, you could have a head start on your competition. And remember: they will bring a fresh perspective to your business, which can help your company grow and improve in surprising ways. COVER STORY Don't Forget the Other Half