Journal of Transportation Management


This research examines how trucking companies can develop effective advertising media and messages for reaching and recruiting qualified long distance long distance truck drivers. Long distance truck driver candidates seem most interested in competitive pay, paid vacation, a weekly payment schedule (along with direct deposit), assigned equipment, 24/7 dispatch, a large volume of hub group freight, and flexible home time. To reach this audience and its needs, we suggest advertisements emphasizing these benefits be placed on the Internet and social media sites, as well as in selected professional magazines frequented by truck drivers searching for jobs.