IMTA PRIORITY: WORKFORCE Reaching Future Drivers – What Motivates Them? The Nebraska Trucking Association in collaboration with the American Transportation Research Institute and the University of Nebraska-Omaha launched a research effort targeted at high school-aged students. The objective of the study was to gain insight on career aspirations and gather feedback on advertisements promoting trucking careers. Dave Zelnio, Director of Operations and Communications for the Nebraska Trucking Association spearheaded the project. “I know the trucking industry has been working on the driver shortage for a long time, but I got to thinking that the younger generation may not have been covered as well as it could have. As a communicator, I am always looking at the audience first.”
DAVE ZELNIO
With that in mind, the study was launched, and the audience was specifically Generation Z or iGen, which is identified as anyone born after 1996. We all know that there are many important differences between generations with each generation having unique traits that generally describe how they will respond to many different things and a focus group was developed for individuals in the iGen category. Eighteen Nebraska high school students were chosen from a pool of 66 respondents to a represent a diverse demographic sample. To avoid bias, the students were told that they would be
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“I KNOW THE TRUCKING INDUSTRY HAS BEEN WORKING ON THE DRIVER SHORTAGE FOR A LONG TIME, BUT I GOT TO THINKING THAT THE YOUNGER GENERATION MAY NOT HAVE BEEN COVERED AS WELL AS IT COULD HAVE. AS A COMMUNICATOR, I AM ALWAYS LOOKING AT THE AUDIENCE FIRST.” participating in research about careers in general, not mention of trucking was made. Each participant in the focus group was given a pre-survey and none of them said that trucking or transportation was one of their desired careers. A facilitated zoom meeting was set up and the 18 students shared their thoughts and perspectives on a variety of potential advertisements for the trucking industry. The ads were what one may commonly see online or in recruiting materials for trucking companies. The responses and reactions to these ads were recorded and organized in a report that is rich in data and insight as the industry continues to tackle the driver shortage. The iGen group is very tech-savvy, community oriented and genuine. They were shown 15 different advertisements and given
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What are three words you think of related to trucking or truck driving? What are three words you think of related to trucking or truck driving?
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When reviewing advertisement No. 11, participants seemed to relate to this quote more and did a lot of comparing with the previous advertisement (No. 10). Blue is preferred color. They appreciated the conversational tone of the quote and the message that you should find something you love to do and make it your career.
When reviewing advertisement No. 5, focus group participants, were drawn to the word benefits and pay. The word talent seemed to be positive in the way it complements those people who are professional truck drivers. Several participants commented that the artwork would be better if the lady was part of a picture versus Photoshopped. This matches other comments on other ads about the use of Photoshop to generate an image. Some participants prefer photos with no cutouts. Apparently this type of graphic is similar to an assignment they were asked to complete recently.
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Video of Ad 5 ADVERTISEMENT 8 Focus Group https://youtu.be/ti6hdSlgzvo
Video of Ad 11 Focus Group https://youtu.be/30sbp9caGO0
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professional truck drivers love their tech When reviewing advertisement No. 8, participants almost all were surprised at the view of the inside of a modern truck. They connected with technology. Many said this image might change people’s minds on a career. Many said this was a new, and effective, perspective.
Video of Ad 8 Focus Group https://youtu.be/skJ-UvX66uw Should not be copied or distributed.
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