Customer Success Stories
How brilliant mobile recruitment beat the driver shortage crisis and improved employee retention
Seattle, Washington and Anchorage, Alaska
Background screening and payrol
Recruit & Preboard
There is an alarming shortage of truck drivers, which has a dampening impact on the U.S. economy since 70% of all freight is moved by truck. In fact, transportation companies need an additional 60,000 drivers just to meet today’s demand, and this number is expected to top 100,000 within the next few years.
Lynden, a 72-year-old transportation company that employs 3,000 people to transport freight, has had to turn down business because it didn’t have enough drivers. The challenge for Lynden is not only to attract drivers from competitors, but to grow their workforce by attracting people – mostly millennials – to pursue a fulfilling career with their company.
HR, Operations and Marketing team up to drive success
To appeal to millennials, Lynden’s HR and operations leaders teamed up with their colleagues in marketing to create their Dock-to-Driver programme to attract candidates to a career in commercial driving. By working the docks while going to school, new hires get the training needed to earn their CDL class A license. Lynden provides a mentor and even covers the tuition, so their new drivers are ready to take the wheel right after they complete the programme.
The marketing team helped Lynden’s recruitment team create a new driver-specific page within their iCIMS career portal to showcase jobs and content relevant to people interested in a driving career. By implementing engaging employee videos, having an ‘apply now’ callto-action at every touchpoint, and highlighting their Dock-to-Driver programme, Lynden built a steady pipeline of new drivers and reinforced their employer brand as place to remain for the long haul.
97% INCREASE IN APPLICANT VOLUME
40% INCREASE IN MOBILE APPLICATIONS
29% DRIVER TURNOVER RATE (60% BELOW INDUSTRY AVERAGE)
“iCIMS has really changed our lives. Previously, we were completely paper people, and we were anticipating that truck drivers would have more difficulty with the technology. Instead, we found that truck drivers are quite adept at using technology available on their cell phones and we leveraged iCIMS to make our driver career page and application completely mobile friendly.”