More carriers reaching out to women during driver shortage
Summary
There’s a shift taking place at carriers’ human resources offices that recalls Rosie the Riveter — the iconic, flexing factory worker popularized through a U.S. government media blitz during World War II when the defense industry sought to recruit women to build planes, munitions and so much more as millions of American men left to join the fight overseas. And secondly, we have to make sure that everyone understands that its not your grandpas trucking industry.” Voie continued, “People still have a misconception that you have to be big and burly or mechanically minded, and women think they need 100% of the qualifications before they apply for a job or promotion. And so we need to address those image issues before they can talk themselves out of it.” From driver recognition belt buckles to masculine uniforms, fleets have long focused their attention on men, Voie said, and that includes their recruiting efforts, too. The bandana-wearing Rosie the Riveter, popularized in part by illustrator Norman Rockwell on the cover of the Saturday Evening Post, also appeared on posters, in movies, newspaper articles and photographs, where she helped encourage millions of women to go to work at defense industry factory jobs normally handled by men. And she was definitely the selfie station.” Both Voie and McLaughlin hope that WITney will help encourage women of all ages to seek a career in trucking, though it’s the youngest generation of potential drivers that’s proving more challenging to recruit.