POP CULTURE & PERCEPTION OF TRUCKING

Transcription

1 POP CULTURE & PERCEPTION OF TRUCKING

2 Hallie Fisher Senior Vice President, Trucking and Transportation Craig Martin Senior Executive Vice President, Account Service The Adcom Group, Inc. This work is copyright protected by The Adcom Group, Inc.

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5 THE TRUCKING INDUSTRY IS HAVING A GOOD RUN 50,000 Prior Year ,000 Current Year ,000 20,000 10,000 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC SOURCE FTR, Truck OEMs Total N.A. CI. 8 Orders (U.S./CAN/MEX/EXP) Class 8 truck sales Graph courtesy FTR

6 AND, THERE S A LOT OF BUZZ Electric trucks Driverless trucks Blockchain Datadriven

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8 CHALLENGES 55 YRS OLD Average age of a commercial truck driver (aging out) 61 YRS OLD Reported life expectancy of a commercial truck driver 94 % Annualized driver turnover at large carriers (>$30mil)

9 AND IT S NOT JUST THE TRUCKING INDUSTRY

10 Workforce Needs are Up OPEN POSITIONS * * 1 7,100, ,000 (4%) 51,000 ALL INDUSTRIES TRANSPORTATION TRUCK DRIVERS *Bureau of Labor Statistics for July The Street America's Massive Truck Driver Shortage May Triple by July 16,

11 CHALLENGES EVERYONE IS CHASING THE SAME PEOPLE GRE/ VOCATIONAL MILITARY WOMEN SECOND CAREER SECOND CHANCE

12 THE INDUSTRY IS LOOKING FOR NEW SOLUTIONS DRIVE-SAFE ACT DRIVER TRAINING INITIATIVES CALL FOR UNITY, COLLABORATION FROM ATA

13 AND THERE SEEM TO BE A LOT OF INCENTIVES

14 HOWEVER, PEOPLE STILL AREN T ENTERING THE INDUSTRY. W H Y?

15 WHERE HAVE WE BEEN SINCE DRIVING A TRUCK WAS A SOUGHT AFTER MIDDLE CLASS JOB?

16 1970s CULTURAL PEAK OF TRUCKING

17 TRUCKING USED TO BE ASSOCIATED WITH:

18 TRUCKING NOW IS ASSOCIATED WITH:

19 THEN TO NOW: DREAM CAREER TO LAST RESORT

20 WHAT HAS CAUSED THIS SHIFT? Deregulation Longer hours More government Decreased wages Increased health concerns Modern Pop culture? media

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22 I gained 60 pounds because it's a sedentary life. Donna Penland

23 THIS NEGATIVE CONTENT FORMS AN IMPRESSIONABLE NARRATIVE

24 THE YOUTUBE EFFECT More reach than any TV network Second largest search engine More than 1 billion mobile views per day

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27 HOW IS MODERN MEDIA INFLUENCING THE NEXT GENERATION OF DRIVERS? WE WANTED TO FIND OUT

28 WHO DID WE TALK TO? Nationwide Ages: Responses 30% * FEMALE 75% Reported Under $50K HHI 70% High School / Vocational-Ed or Lower

29 WHO DID WE TALK TO? Fleets (Small, Medium, Large) Trucking Schools Vocational Educators

30 More likely than average consumers to: 2018 Gfk MRi

31 In which direction do your perceptions of the truck driving profession lean? 75% FAVORABLE 76% WOMEN

32 Who / what has influenced your personal view on the truck driving profession? 54% POP CULTURE INDUSTRY FRIENDS FAMILY FAVORABLE

33 Who / what has influenced your personal view on the truck driving profession? 38% FRIENDS INDUSTRY FAMILY POP CULTURE 0 8% 100 TEACHER COACH/CONSELOR LEAST INFLUENTIAL UNFAVORABLE

34 Why do you have a favorable perception of the truck driving profession?

35 FAVORABLE PERCEPTION KEY TAKEAWAYS Admiration and respect for the work Friends and family lineage Hard work Importance of the work It takes a certain skill set to drive a truck. Not a lot of people would be able to drive the hours required. I think it is admirable.

36 FAVORABLE PERCEPTION KEY TAKEAWAYS Admiration and respect for the work Friends and family lineage Hard work Importance of the work My father was a truck driver; my grandfather owned a trucking company. It s a good way to make a living.

37 FAVORABLE PERCEPTION KEY TAKEAWAYS Admiration and respect for the work Friends and family lineage Hard work Importance of the work Truck drivers provide a service that is otherwise difficult to perform, and therefore, and therefore is an important and necessary profession I admire and respect.

38 FAVORABLE PERCEPTION KEY TAKEAWAYS Admiration and respect for the work Friends and family lineage Hard work Importance of the work Hard workers that provide America with what it needs.

39 Why do you have an unfavorable perception of the truck driving profession?

40 UNFAVORABLE PERCEPTION KEY TAKEAWAYS Uneducated Drugs Friends/Family Stereotype Obsolete People with low qualifications for those jobs. Usually for the uneducated. Seems like its for people without a college education.

41 UNFAVORABLE PERCEPTION KEY TAKEAWAYS Uneducated Drugs Friends/Family Stereotype Obsolete I relate it to isolation and drug addiction. I hear a lot of truck drivers have drug habits.

42 UNFAVORABLE PERCEPTION KEY TAKEAWAYS Uneducated Drugs Friends/Family Stereotype Obsolete When it comes to the thought of being in that role it just doesn t seem desirable; mainly because of the stereotype. It seems like a sexist business with long hours. It seems like people aren t moral citizens.

43 UNFAVORABLE PERCEPTION KEY TAKEAWAYS Uneducated Drugs Friends/Family Stereotype Obsolete My father and brother are drivers. They get worked too hard and not enough pay. Always away from home. Every friend of mine who is a truck driver is very unhappy.

44 UNFAVORABLE PERCEPTION KEY TAKEAWAYS Uneducated Drugs Friends/Family Stereotype Obsolete I think it will be replaced as new shipping technologies become available. It s going to be unnecessary soon.

45 Which aspects of a career in truck driving have shaped your impression? 31% 40% 46% 58% CAREER GROWTH LIFESTYLE JOB CONDITIONS SALARY FAVORABLE % 28% 53% 54% UNFAVORABLE INDUSTRY REPUTATION SALARY JOB LIFESTYLE CONDITIONS

46 What types of media have shaped your view on the trucking profession? ENTERTAINMENT 32% 34% 38% 38% ONLINE CONTENT NEWS SOCIAL MEDIA FAVORABLE ENTERTAINMENT % 31% 37% 40% UNFAVORABLE ONLINE CONTENT SOCIAL MEDIA NEWS

47 In what ways have movies, TV shows or publications influenced your impression of truck driving or truck drivers? I think TV shows actually create a negative impression of truck drivers. They usually come off as fat and lazy. I have seen various documentaries and tv shows about how tough truck driving can be for people and how important it is for the country.

48 Would you consider a career in truck driving? 42% OVERALL RESULTS: YES

49 Would you consider a career in truck driving? 42% OVERALL RESULTS: YES 53% FAVORABLE: YES

50 Which of the following careers would you consider? 37% TRUCK DRIVING 18% GENERAL CONSTRUCTION 17% MANUFACTURING 17% HOSPITALITY AND FOOD SERVICES 12% OIL AND GAS FIELD WORK OF JOBS AVAILABLE OF JOBS AVAILABLE OF JOBS AVAILABLE OF JOBS AVAILABLE OF JOBS AVAILABLE *Bureau of Labor Statistics for July 2018

51 Which of the following benefits appeals to you most about a career in truck driving? 44% WELL PAID 32% FREEDOM/ADVENTURE 9% ENTREPRENEURSHIP

52 Which of the following terms best represents why you wouldn t consider a career in truck driving? 45% LONELY/AWAY HOME DEMANDING/STRESSFUL DANGEROUS

53 What messages are we prioritizing in building consideration? What about industry competitors? SALARY BONUS TUITION BENEFITS SALARY BONUS TUITION BENEFITS 9-5 HRS SAFETY LESS STRESS

54 Have you researched a career in truck driving? 66% OVERALL RESULTS: YES

55 How or where did you research a career in truck driving? Company websites: 63% Career websites: 58% Family and friends: 48% Someone in the business: 45% School counselor: 28%

56 What might change your mind about pursuing a trucking career? OVERALL 41% SALARY OVERALL 40% BONUS OVERALL 35% TUITION OVERALL 34% BENEFITS

57 Why are you not converting to the truck driving profession?

58 What roadblocks, if any, did you run into during your pursuit of a truck driving career? SURVEY: FLEET LEADERSHIP: Age restrictions Process of obtaining CDL Length of training Cost of training Realization of time away Access to schools Age restriction myth Perception gap on starting salary Don t want to work hard Parents do not encourage/allow Checkered background

59 What can the trucking industry do to increase your interest in becoming a truck driver? Lift age restrictions More schools Improved personal safety Paid training Single parent friendly Technology in trucks Raise awareness of the positive aspects of the profession and promote new realities of the negative barriers

60 EMOTIONAL vs. FINANCIAL COMPENSATION SUPPORTIVE CULTURE PRIDE OF INDUSTRY PRIDE OF COUNTRY

61 WHAT NOW? THERE IS WORK TO DO

62 1. BE WHERE THEY ARE DIGITAL, SOCIAL, MOBILE

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64 2. LET EMOTIONAL MOTIVATION TRUMP PRACTICAL BARRIERS TO ENTRY PURPOSE, PRIDE OF INDUSTRY, PRIDE OF COUNTRY

65 3. DEVELOPING DRIVERS VS RECRUITING DRIVERS: SMART PARTNERSHIPS LEAD TO LASTING RELATIONSHIPS, LESS COMPETITION BRAND + WORKFORCE INITIATIVES + FLEETS

66 4. DON T UNDERSTIMATE THE POWER OF BRAND AND CULTURE DIFFERENTIATE ON MORE THAN FINANCIAL INCENTIVES

67 5. FOCUS ON CONVERSION BE PREPARED TO OVERCOME KEY BARRIERS/MYTHS IN YOUR MESSAGING

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69 6. WHO WILL STEP UP TO BRING BACK THE SWAGGER? BRAND + COLLECTIVE INDUSTRY DIGITAL CONTENT AND INFLUENCER STRATEGIES

70 CONCLUSIONS Be where they are Focus on emotional reasoning Bring new driver candidates in Leverage the power of culture Focus on conversion Bring back the swagger

71 QUESTIONS? The Adcom Group, Inc. This work is copyright protected by The Adcom Group, Inc.