“ In the end , it ’ s a balance between technology and human connection that will drive success in the industry .”
Can You Hear Me Now ?
Surber also foresees innovations in technology making a difference in carrier-to-driver communications . “ We ’ ve had to keep evolving when it comes to the ways carriers and drivers communicate ,” she says . “ I would advise all carriers to make sure they have the technology in place that allows them to easily communicate with their drivers , including ways to easily send documentation back and forth . We have that function built into our Driver Pulse app . Email and faxing won ’ t cut it anymore even though many are still doing things that way . For example , say the carrier needs a copy of a certificate that proves a driver has completed a particular kind of training . The driver can just take a picture of it with their phone , upload it , send it to the carrier , and it goes right into the driver ’ s file . It ’ s all done digitally .”
She points out that these methods of communication are just what younger drivers expect . “ The driver workforce is getting younger and younger , especially in the last-mile ,” she points out . “ Those folks do not want to spend their time in a classroom doing paperwork . They want to do it on their phones . So , it needs to be mobile-first technology . Being able to communicate with drivers in a mobile-friendly way is just what you ’ ll need to attract the up-and-coming pool of drivers .”
Meeting Drivers Where They Are
With four or five generations in today ’ s workforce , Surber warns that carriers need to adapt their communications styles . “ You have to meet people where they are and that applies to drivers ,” she says . “ I think now more than ever it ’ s not one-size-fits-all . Whether that ’ s recruiting , retention , or performance management , you must modernize and adapt . We have four or five different generations in the potential driver pool that we ’ re trying to appeal to . You need to create marketing , hiring , safety , and training programs for these different groups to match their communications styles . What a 70-year-old retiree driver needs and what a 22-year-old is looking for are not the same .”
The younger , newest members of the workforce - dubbed the iGens ( for their use of iPhones and iPads ) or Gen Zers - are the drivers of tomorrow . Surber points out that sustainability and diversity are two of the main things that this generation values . “ Their principles matter more to them than money ,” she says . “ They want to go to work for companies that support their ideals . That ’ s not to say they don ’ t care about money , but they want to find a way to make it somewhere that doesn ’ t compromise their values . Also , the younger they are , the more diverse they are culturally . Each generation is more and more diverse and much more concerned with the diversity of those they work with and for .”
What it All Means
Technology has played a significant role in connecting drivers and carriers . While some carriers may be hesitant to adopt new technology , as the driver workforce evolves , so too must carriers ’ communication styles , marketing , hiring , safety , and training programs to attract the upcoming pool of younger drivers . Surber summarizes it this way : “ In the end , it ’ s a balance between technology and human connection that will drive success in the industry .” CLDA
28 customized logistics & delivery Magazine I spring 2023