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?

About the author
Deborah Lockridge

Deborah Lockridge

Editor and Associate Publisher

Reporting on trucking since 1990, Deborah is known for her award-winning magazine editorials and in-depth features on diverse issues, from the driver shortage to maintenance to rapidly changing technology.

View Bio