Driver Recruitment
While the shortage of professional truck drivers may not be as great as it was earlier this year, there is still a need to recruit qualified drivers to fill an expected shortfall of 111,000 drivers by 2014. (Global Insights, Inc. 2005).
ATA's national driver recruitment campaign is a nationwide effort to promote positive images of truck driving and to recruit long haul truck drivers for motor carriers and truck driving schools. The overall goal of the advertising and media campaign is to increase the base of individuals who typically become long haul drivers, to include previously untapped labor pools. The advertising program is designed to raise the image and esteem of trucking so that prospective truckers see it as an employment option that stands out among the rest. The campaign directs new candidates, current truck drivers, motor carriers and trucking schools to the GetTrucking.com website. The website has been updated and is new and exciting. The new site features a News section, Ask A Truck Driver section, a section that highlights drivers on the road, as well as GetTrucking.com merchandise. Media attention continues to grow in both print and on television.
In addition, ATA and the Office of the Chief of the Army Reserves (CAR) have agreed in principle on a driver development Pilot Program. As currently conceived, USAR would identify and work to train active duty Army Service personnel to CDL and HME standards in preparation for simultaneous civilian employment as truck drivers and Reserve duty status. ATA would serve as the conduit to connecting these drivers to carriers. ATA in return, will help the USAR inform the commercial driver population about opportunities they may have with the USAR.