PRESIDENT’S MESSAGE “Maybe Christmas doesn’t come from a store. Maybe Trucking operations of all sizes are being innovative and creChristmas perhaps means a little bit more.” — The Grinch ative in their efforts to strengthen their workforce. More money, As the perils of the supply chain continue to be in the fore- more home time, new equipment, and many other attractive front the quote from the Grinch seemed appropriate especially benefits are being offered up. as the media continues to predict shortages. A colleague jokingly Our Governor and several other state agencies reached out to remarked that a roll of toilet paper may be the most popular stock- IMTA to offer support and ing stuffer in 2021. together we are exploring Since the global pandemic became a reality every delicate link and collaborating on ways of the supply chain has been tested. Now the perfect storm is to retain and recruit folks making a thunderous appearance every day as stories about the into trucking. Legislative “failing supply chain” are everywhere. In the last month, I have action in DC is now openparticipated in over 20 radio or TV interviews all prompted by ing the door to allow 18- to a fear of massive shortages and a misguided notion that getting 21-year-olds to interstate more drivers in big trucks would solve the problem. If only it were driving through a pilot that simple right? program. Additionally, we need As I have pointed out in my response to reporters, there is a reason it is called a supply “chain”. There is a myriad of links in the to focus our attention on chain and each one of those links plays an extremely important students from elementary role in the production and movement of every product we depend to high school. This is our on. And right now, many of those links are compromised due to pipeline of new drivers, mechanics, and employees depleted inventories coupled with increased demand. Over the last year, when the country shut down, there was in general and we need to be nowhere to spend the money and people were forced to save. Then in front of these potential BRENDA NEVILLE you throw in an infusion of cash through government handouts, employees regularly. IMTA President & CEO and we now have an environment where significant financial gains We have a great story to by most of the population prevail. tell and IMTA has the tools Now consumer demand is surging on all fronts. Everyone is to enhance the story (show trailer & driving simulator). Research spending money at unprecedented levels and spot shortages and has shown that you can influence decisions if you start early and communicate often. This approach will be effecmessages from the media to “buy early” is cretive, but it will take many years of consistent ating panic buying. EVERY TRUCKING For those of us in trucking, we know that the messaging and unwavering discipline in getting supply chain is not broken or unfixable despite COMPANY IN THIS STATE out to these student audiences regularly. what a lot of people are saying. While it is fragile School outreach efforts coupled with effective IS IN NEED OF DRIVERS and every link depends on the one before it, the and well-developed advertising campaigns can AND UNFORTUNATELY, supply chain issues will be resolved. and will move the needle in the workforce issues. THERE IS NO QUICK The good news - most people now have a We are committed to launching a campaign that OR EASY FIX TO THIS better understanding of the supply chain and will be effective in creating interest and a desire for many, especially here in the Midwest, the ESCALATING CONCERN. to be employed in the trucking industry. most recognizable part of that supply chain is We will be relying on experts in helping us create the messaging and advertising, but will also be relying on the trucking industry. Over the course of the last 18 months, consumers have come our members to provide feedback, suggestions, and input. We to appreciate and recognize the value of those big trucks rolling will be asking IMTA members to participate in focus groups and up and down the road. If trucks are rolling, shelves are stocked, surveys to help us get it right. We know this is your number one concern. We hear from memorders are getting filled and everyone is happy. Consumers of all demographics now understand the tagline “if you have it a truck bers every day and we hear your frustration and exasperation. This is our priority too and we are optimistic that this campaign brought it”. This is good news for our industry. This goodwill is a valuable will produce results. springboard in attracting quality people to the trucking indusStay tuned for more information as we roll this campaign out try. Every trucking company in this state is in need of drivers and thank you in advance for your support and commitment and unfortunately, there is no quick or easy fix to this escalating to being relentless in the effort to attract folks to the trucking industry. concern.
ISSUE 4, 2021
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