In the trucking industry, driver recruitment and retention are both consistently on the list of top priorities as they are foundational to any strong business. Don MacDonald, Operations Manager at CCA Truck Driver Training Ltd.
(CCA), explains the perspective from a training point of view to driver recruitment and retention in the trucking industry and what constructs the professional profile of a 21st-century truck driver.
“21st-century truck drivers are made up of a vast diversification of individuals. These individuals come from many different backgrounds, but one common trend is that we no longer see as many second or third-generation drivers. Rather, we are seeing more first-generation drivers entering the industry. This creates many challenges for all parties involved. Most of the new applicants are not only new to the transportation industry but are also often learning and settling into a new language, a new country, and an overall new culture.” Don explains that many of these individuals seek a career in the trucking industry because it is seen as a quick, relatively cost-effective, and easy way to gain full-time employment to build a new future in Canada. However, not all applicants pursuing a trucking career fall into that category. “There are many individuals already established in Canada trying to move forward in life or find a refresh, so to speak, with a career in the trucking industry. This is becoming increasingly common as we often work with individuals who have had careers in health care, aviation, law enforcement, and the corporate world who, for a variety of reasons, want a career change. To sum it up, the 21st-century truck drivers come from all walks of life.”
With the emergence of first-generation drivers, adaptation is necessary. In today’s world, things move quickly, and adaptation is an essential skill to meet the evolving needs and standards of any industry, especially in trucking. Don and his team at CCA Truck Driver Training ensure that the Class 1 curriculum offered meets a wide range of skills a person needs to secure a position with a future employer.
“CCA Truck Driver Training’s goal is to give every student the best opportunity to succeed while we work to supply the industry with employable drivers – which we have been proudly doing since 1981. As a training school, we have found it beneficial to the students to keep lesson plans and training times consistent across the board. This helps prepare the students for what the industry will expect upon successful completion. The curriculum for the Mandatory Entry Level Training (MELT) program was designed and implemented by the Government of Alberta in March 2019. Every truck driving school must be approved to teach MELT, and they must follow this curriculum as a minimum training standard. Currently, the MELT program at CCA exceeds the minimum of 113 hours (121.5 hours including the airbrake program).”
Technology also plays an increasing role in everyone’s day-to-day life, and trucking is no different. Many students use GPS tracking and collision mitigation systems in their personal vehicles, and Don explains these advancements are also making their way into the big trucks.
“Currently, the use of road and driver-facing cameras is an area that has been gaining a lot of attention. While these are often viewed as intrusive, anyone who has used this technology to get themselves out of a bad legal situation will tell you they are a valuable asset and would not be without them. We try our best to help educate our students on the ever-changing world of technology, and one way we do this is through integrating newer trucks with this technology into our fleet.”
These are all important elements of the adapted curriculum that CCA Truck Driver Training offers its students. Over the years, CCA has worked hard to build lasting relationships with several carriers within Alberta and throughout Canada. It’s this reputation and recognition that allows opportunities to connect students to some of the largest and safest carriers in the field today. Driver retention is often carrier-specific; however, once a student completes training at CCA and enters the workforce, the relationship doesn’t end.
“We often have former students reach out to us with questions regarding their new opportunities, as well as occasions where we receive information from former students about what they have learned that they feel is valuable for us to share with future students.”
In addition to technology, social media, artificial intelligence, and government policies have advantages and disadvantages to driver training. Don feels that all of these have a proper place in the industry.
“Social media is well known for sharing information, whether good or bad. There is a lot of good information out there that is being shared on a routine basis. However, there is plenty of misinformation as well. We have all seen this in one form or another. It becomes a problem for the training industry when individuals are learning a new skill, and the most common first thing they do is, you guessed it, Google it!”
Instructors juggle with this topic often as it’s hard to teach someone who may know very little about a training subject, but the internet has taught them what they believe to be the correct way.
“We see this trend more and more, and, interestingly, there are times when students perceive a difference between what they see on YouTube and the well-vetted curriculum that they are being taught in school.”
Like any trucking company, recruiting at a driver training school can be challenging. Prospective instructors must follow certain criteria to ensure they can effectively teach and engage with aspiring drivers, like the patience to debate with a student about the information they are receiving from YouTube, Google, and the driving school.
“CCA Truck Driver Training vets our instructors thoroughly. We aren’t necessarily looking for the best truck drivers out there; instead, we are looking for the best instructors. We need people who are well-versed in the transportation industry, and they must be able to communicate well with others. They must have exceptional organizational skills, display extreme patience, and be capable of thinking on their feet with strong leadership skills. Another important note is that the individuals are required to have no criminal code convictions, be able to pass a police information check, and have a clean driver’s abstract.”
During training, safety is the number one priority for CCA to emphasize among its instructors and students. Don believes this practice gives the students the awareness of what the carriers will be expecting from them once they get hired. He explains the best way to recruit and keep your drivers is to practice safety at all times.
“Safety is the foundation to everything we instruct – from vehicle inspections in the yard to driving a loaded unit on the road, everyone’s safety is paramount. We emphasize this from the first day in the classroom before the students even make their way to the trucks. We explain the importance of personal protective equipment (PPE), situational awareness, and being fit for duty. Safety starts with you!”
CCA Truck Driver Training has seen success in the industry for over 40 years. Don explains this is built upon the strong ability to produce drivers with a well-rounded skillset to tackle the roads in Alberta and Canada. He has learned feedback, both positive and negative, is necessary for this continued success and is always welcomed.
“We constantly interact with our students to provide them the best possible learning experience. We strive to keep up with industry best practices and demands, so we are teaching current and relevant information. We also listen to carrier feedback as to where we can improve some of our training practices to make our students more employable for any entry-level position. Overall, it is with great pride that I reiterate that it is our student’s success that drives our success!”
The trucking industry is constantly evolving and adapting to meet the needs of a changing world. With the emergence of first-generation drivers, technological advancements, and the influence of social media and government policies, it is essential to have a comprehensive and adaptable training program in place. CCA Truck Driver Training Ltd. has been providing such training since 1981 and has built a reputation for excellence in the industry. With their commitment to providing the best opportunities for their students and their dedication to building lasting relationships with carriers, CCA is helping to shape the future of the trucking industry.
