In a room full of diesel shop owners and managers, Jonathan Starks of FTR reiterated during this month’s Fullbay Connect Conference the need for technicians trained on electric vehicles, often touted to be the future of trucking.
His remark brought murmurs and some comments a little saltier than murmuring.
Exasperated, one owner yelled out, “You can’t hire anyone for diesel!”
The shortage of diesel technicians, long an industry challenge, has grown so grave the American Transportation Research Institute listed it as one of its top research priorities this year. It’s been top of mind and top of the list at many of this year’s gatherings and conferences.
“One of the issues, whether it’s one the dealership side or even on the customer side, is getting people interested in this industry,” says Kevin Gaugush, Advantage Truck Group’s (ATG) chief people officer.
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To remedy that, Gaugush says ATG, which has eight locations in New England, is partnering with high schools, post-secondary schools and Skills USA, an organization that works with students, teachers and parents to promote careers in all the skilled trades.
ATG also has a recruiter that works on getting the company’s job ads in front of the right people.
“Any given job posting, whether it’s on Indeed or LinkedIn or Monster or any of the platforms has to attract some level of activity and interest at the time,” Gaugush says. “One of the things I learned earlier in my career is that it’s important to not become all things to all people.”
Instead, Gaugush says ATG focuses on having a consistent message to be of the top reasons to join the company. For new hires, that means highlighting opportunities for professional development and a strong benefits package.
Randy Haines of Boss Truck Shops uses Performance Solutions Group to bring in hires, particularly veterans, as well as platforms such as Zip Recruiter, Launch, Paramount Placement and Wrenchman Mafia.
“These all get you some names and piques some interest from potential candidates,” Haines says. “Once you get them, though, you need to continue their education to keep them.”
Gimmicks such as sign-on bonuses haven’t worked for either Haines or Gaugush.
“You’ll find some will jump for those, but many times, you’d only get a year or two out of those technicians,” Haines says. “If you can get them interested in applying or coming to see our environment and workload, it’s really up to the managers and staff to show a great culture that they’d be part of.”
Brian Martin, parts and service director for New England Truck Center, uses a paid plan from Indeed to fill jobs in his shops. He hired three people from the service the week Trucks, Parts, Service talked to him and says his shop is using signing bonuses -- a rare event -- but with a twist.
"We do it in tiers so you don't get it all in one shot," he says. "It kind of gives them an incentive to stay."
Randall Reilly, the parent company of Trucks, Parts, Service, offers recruitment services for diesel drivers and technicians.
Emily Gordon, the senior vice president of talent intelligence for Randall Reilly, says telling a company’s story is in integral part in matchmaking talent and organizations.
“Ultimately, people want to be proud of the work they do,” she says. Gordon’s team partners with companies strategically, developing personnel from advertising openings all the way to advancement in their careers.
“One of the things we do really well is spending time with the potential lead to understand what it is they’re looking for,” Gordon says. “Try to pause the conversation and see what it would take for someone to make a move and what makes a move happen.”
She says her team is seeing companies focusing on the referral space first, leaning on their current employees to bring in new hires. It’s a tactic Gaugush’s team also uses.
“We have a strong employee referral program,” he says. ATG employees can earn up to $2,000 for referring someone to an open position, depending on how long the referred person stays with the company.
Cox Automotive Mobility also has established a team to tackle the tech shortage head-on. They will offer some sign-on bonuses for hard-to-fill roles, but it, too, leans on referrals “and flex hard on branding and marketing,” says Arthur Lon, senior director of talent management.
Haines says relying on a service to tell his company’s story doesn’t always hit the mark.
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“The problem with using services is they sell the technician and it’s not always the same story. It’s best if we can tell the story about what we offer,” Haines says. “Hours of operations or nights and weekends or being told one wage when the position they’re actually qualified for doesn’t pay that rate.”
Randall Reilly’s Gordon says stories like Haines’ are why it’s important to partner with a company that understands the diesel industry.
Jeff Kitchens, the vice president of sales, talent partners, at Randall Reilly, says he’s opened seven companies during his career. He’s been working in the talent field for 25 years.
“We can handle anything for them,” Kitchens says. “If they need an accountant, we can help with that, too.”
