5 minute read
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.”
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 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
DAVE ZELNIO
ADVERTISEMENT 5
Message 5
We Invest In Trucks, Talent, Trailers, Terminals and Technology
Over $20 million in planned driver pay increases for 2021
Professional Drivers get it. ® Werner.com I DriveWerner.com I 800.228.2240
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.
Video of Ad 5 Focus Group ADVERTISEMENT 8
https://youtu.be/ti6hdSlgzvo
Videos should not be copied or distributed. Message 8
ADVERTISEMENT 11
Message 11
Professional Driver
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 converWhat are three words you think of related to trucking or truck driving?sational tone of the quote and the message that you should find something you love to do and make it your career.
Video of Ad 11 Focus Group https://youtu.be/30sbp9caGO0
Should not be copied or distributed.
High-tech machine, modern comfort 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.
the opportunity to comment on the advertisements. Through this process, some very valuable insight emerged.
Technology is important to the iGen. They are fascinated with technology so presenting ads that highlight the evolving technology in the industry and most importantly, the cab of a truck is appealing to this group of potential drivers and employers.
Salary is not on the top of the list for these students either. According to data collected by this study, “benefitting the community and world” is the bigger factor in a career choice. Doing good things is important to this age group and creating ads and messaging that conveys the opportunity to do good resonated with the group. The focus group participants responded positively to advertisements highlighting the role of truck drivers in delivering water, toilet paper and other important products during the pandemic.
These potential employees are committed to saving the earth and their connection and appreciation to nature. Ads that had beautiful scenery appealed to the focus group participants.
Another important takeaway from the group was their preference for authentic and genuine messaging. This age group responded positively to images that seemed “real” and preferred iPhone video over professional videos. They even reacted adversely to an ad that had an image that had been “photo shopped”. The focus group participants were vocal in their objection to ads that attacked other industries to boost trucking. They don’t want ads that were negative in nature. They want to see and read ads that are positive and have a “feel good” nature.
The results from the Nebraska survey were in lockstep with a Gallup survey conducted in 2018. Gallup asked Gen Z and young millennials what they want the most from an employer and they want to work for a company that 1) cares about the employees’ wellbeing 2) has ethical leadership and 3) is diverse and inclusive of all people.
The Nebraska Trucking Association is using this data to change the presentation they are making to middle and high school students to reflect the lessons learned from the focus group.
“The students in the focus group clearly understood and appreciated the essential nature of the trucking industry and they want to make a difference in the world. We just need to tell our story to appeal to this generation,” said Dave Zelnio with the Nebraska Trucking Association.
To review the full report of this valuable study https://www. nebtrucking.com/wp-content/uploads/2021/08/NTA-FocusGroup-Report.pdf
