All That's Trucking

Recruiting Women Drivers: Trucking as a Career Choice

February 11, 2014

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Being a woman, I take a special interest in my gender's under-representation in our industry, whether it's behind the wheel or in the board room. The Women in Trucking Association recently announced the finalists in its first Recruiting Ad Contest, and these ads are a great example of how to recruit women drivers.

These ads were judged some of the best at attracting women drivers.
These ads were judged some of the best at attracting women drivers.

The contest, sponsored by Arrow Truck Sales, was launched last summer.

“Women look for different information in a recruiting ad than men,” said Ellen Voie, WIT’s President and CEO. This contest honors carriers that recognize these differences and work to attract more women to the industry as well as their companies.

All transportation companies or ad agencies on behalf of the company were invited to submit their print advertisements. A task force from Women In Trucking and Arrow Truck Sales selected the top three recruitment ads. It was tough to narrow down the selection, said an announcement from the organization, but in the end they selected very different ads that represented professionalism, family and fun, from Prime Inc., Republic Services and Walmart.

All three emphasize truck driving as a career choice. Walmart, for instance, emphasizes that drivers are the lifeline of its operations, and tells women to "challenge yourself and advance your career," while Republic touts the family/work balance achievable in a driving job where you're home every night.

Prime tells women, "It's time to show what you're made of" and features a real woman driver with a colorful pink-and-polka-dot rig. Ann Weatherbee, an independent contractor in Prime's reefer division, it says, "enjoys the freedom to express herself at Prime."

Professional drivers who are members of Women In Trucking Association will choose their favorite recruiting ad via an online survey. The winner will be announced at the Salute To Women Behind The Wheel event in Louisville, Ky., at the Mid-America Trucking Show on March 29. The winner will receive bragging rights, a plaque, and exposure in the Women In Trucking magazine Redefining the Road.

Women In Trucking was established to encourage the employment of women in the trucking industry, promote their accomplishments and minimize obstacles faced by women working in the trucking industry, and has male and female members. (Including yours truly.)

Related Stories:

How Good Are You at Recruiting Women Drivers?

Why the Industry Needs More Women

Can Women Handle a Manual Transmission?


  1. 1. harold jones [ February 12, 2014 @ 05:26AM ]

    When I started driving over 40 years ago power steering was a special order item not standard equipment. Unloading 45,000# of freight off the floor by hand was common. It was, generally speaking, very hard physical labor, a job that most women back then would not want. It has been a relatively short period of time since driving became an occupation that many women could see as a viable career choice. Advertizing and eductaion will be key components in attracting qualified women. Don't overlook reaching out to female veterans. i've been in fleet management for over 22 years now and can only remember one female applicant. Ladies the industry needs you.

  2. 2. John Mullen [ February 12, 2014 @ 07:41AM ]

    In your campaign Truth in Advertising is badly needed ! The conditions which cause over 100% driver turnover among the driver workforce,which is largely male, are more unacceptable to the female drivers.
    This in no way is a derogatory comment on their ability to do the job but with 50 yrs. in the industry I would not reccommend this as a career to any female. Until conditions come into the 21 century the driver turnover and growing driver shortage will continue. The answer will not be found by enticing the female population to participate. In closing - while I was safety mgr. at a large local terminal my wife stopped by for lunch. She commented , "I see you have ladies driving." I responded, " No, we have a few females, ladies don't drive trucks." Just an old chauvanist .

  3. 3. Tim Tighe [ February 12, 2014 @ 04:49PM ]

    I drove for 20 years then became a safety manager (past 25 years) and have had many hats. I was the recruiter and trainer for the trucking company I presently work for and have employed many women for "Regional" work and they seem to be as good or better than the general population of professional drivers. (Long haul not their bag). There have been the girly-girl type and the not so girly type, I will have to say those not so girly seem to stay with it longer. Obviously best suited if they are not sensitive to occasional harsh language. "You go girl."

  4. 4. Helen Jones [ March 09, 2014 @ 02:53PM ]

    Is there a reason there are no black female drivers? I'm sure you could fit one in for the three you have

  5. 5. Ellen Voie [ March 24, 2014 @ 06:50AM ]

    Helen, great idea. I have seen ads with black female drivers, but none were submitted for this contest. Maybe next year!

  6. 6. Marian Forest [ April 21, 2017 @ 01:44PM ]

    Call me (916)579-2295


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Author Bio

Deborah Lockridge

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All That's Trucking blog is just that – the editor's take on anything and everything related to trucking, with the help of guest posts from other HDT editors. Author Deborah Lockridge's career as an award-winning trucking journalist started in 1990.


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