Finding qualified truck drivers may not be a primary concern for fleet executives right now, but that will change.

Thanks to the freight recession, the driver shortage fell to ninth place on the American Transportation Research Institute’s Top 10 list of industry concerns in 2024. This was its lowest ranking in the survey’s 20-year history. 

But it won't stay that way

As freight volumes rebound and demand exceeds capacity, recruiting challenges are set to reemerge. The shift is already in progress.

Recruiting drivers in an increasingly noisy, digital-first marketplace is becoming more complex daily.

Two companies are confronting this challenge head-on. In 2021, Liquid Trucking partnered with Bulldog Works, a consultancy specializing in data-driven marketing, to reevaluate its approach to driver recruitment. That partnership has since evolved into a blueprint that other fleets may soon follow.

Truck Driver Recruiting: Time For An Upgrade

Liquid Trucking, based in Plattsmouth, Nebraska, operates 225 tractors and 415 tanker trailers. 

On April 1, the company transitioned from being a client to becoming a co-owner of Bulldog Works, forming a 50:50 joint venture. This enables Bulldog to scale while providing Liquid Trucking with front-line access to the next generation of recruiting tools.

Yet both companies share a broader mission: to democratize recruiting success. 

They aim to help fleets of all sizes access the tools, strategies, and insights that have reduced Liquid’s cost-per-lead and improved overall driver retention.

Jason Eisenman, vice president of safety and human resources at Liquid Trucking and Bulldog’s COO, describes their approach as “hot sauce,” since it is bold. 

“If a fleet is still using barbecue sauce from 10 years ago, it’s time for an upgrade,” he says.

What began with Facebook ads and creative content for Liquid Trucking has become a robust media ecosystem. Bulldog’s ability to immerse itself in client cultures, test new formats, and launch creative campaigns pushes both companies forward.

Ditching the Old-School Driver Recruiting Playbook

One standout initiative is Liquid Trucking’s weekly podcast, launched by Bulldog. With 1,700 weekly downloads, the podcast brings together drivers, dispatchers, and leadership in candid conversations. It’s more than content; it’s community.

And that’s the point.

Bulldog’s goal isn’t just to generate clicks. It’s to optimize every touchpoint, from the first impression to the driver’s first 90 days on the job. The focus is on connection, not just conversion.

Where many fleets rely on cookie-cutter approaches, Bulldog and Liquid Trucking advocate for tailored strategies and open-minded experimentation.

“If you're willing to listen and collaborate, Bulldog brings the talent and ideas,” Eisenman says. “The model works, but only if you're ready to let go of the old-school playbook.”

Bulldog CEO Grant Stanley adds, “Everything we do is custom. Driver recruiting is too important and too difficult for generic solutions.”

Empathy and understanding are central to successful recruiting, he emphasizes. Drivers don’t just want a job; they want to belong. Bulldog helps fleets convey why their culture matters before asking drivers to apply.

“You earn intent before you earn an application,” Stanley explains. “And that starts with being human.”

Connecting With Truck Drivers on YouTube

While most fleets saturate Facebook with flashy ads, Bulldog is tapping into the vastly underutilized potential of YouTube, where few fleets are presently mining for drivers’ attention.

“YouTube is open sky,” Stanley says. “The challenge is producing enough content, quickly and affordably.”

Weekly podcasts are one way to feed the platform. User-generated content, such as driver testimonials and “day-in-the-life” videos, adds authenticity that no marketing team can replicate.

Real stories, told by drivers, are the backbone of Bulldog’s content strategy.

Another competitive edge, Eisenman says, is Bulldog’s fluency in the language of drivers.

“Drivers can sniff out inauthenticity instantly,” he says. “You need to understand the long hours, the sacrifices, the pride.”

To that end, Bulldog hires creatives with backgrounds in radio, design, and technology and trains them on the trucking industry and the driver lifestyle. They use their expertise to develop and test campaigns that resonate in the real world, resulting in increased applications, improved matches, and longer retention.

Liquid Trucking's Mobile App for Drivers

Liquid Trucking’s driver-focused innovations go beyond marketing.

In 2016, the company launched DeliveRecon, a driver mobile app combining location intelligence and operational functionality. The app streamlines delivery, incident reporting, document submission, and more.

It also gamifies engagement. Drivers earn points for uploading tips, photos, and videos about customer sites. Submissions are vetted and rewarded with redeemable incentives.

The results are tangible. Since rolling out DeliveRecon, Liquid Trucking has reduced turnover by 19.2%, maintaining a rate of 36.4% compared to the industry average of 94%.

“With DeliveRecon, we’re creating a system where drivers train each other,” Eisenman says. “They love it so much, they ask if they can take the app with them when they leave.”

Bulldog Works plans to offer DeliveRecon as a software-as-a-service solution to other fleets.

With measurable improvements in recruitment efficiency and retention, Bulldog and Liquid Trucking present a model for the industry to attract and support drivers in a complex and crowded digital landscape.