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COVID-19 & Driver Recruiting: Updates for 3/20/2020

We understand you and your team are battling the challenge of recruiting and retaining drivers during this unexpected pandemic situation. Conversion Interactive Agency is committed to regularly sharing with you the trends, information and data we are collecting that impacts you and your carrier.

While this is an ever-changing situation, below is a rundown of what we know today:

  • Freight Remains Strong – With the exception of automotive freight, most of the freight networks across the country remain strong. Most shippers are not anticipating a slowdown at this point.
  • Some Carriers are Pausing Driver Orientation for 1-2 Weeks – Most of these carriers have large orientation classes or their freight has been impacted (auto industry freight).
  • Travel to Orientation Looks Different – Carriers are electing to allow and encourage drivers to drive to orientation, since many drivers are hesitant to ride a bus or fly during this pandemic.
  • Drivers Are Refusing to Deliver in Specific Areas of the Country – In a few specific cases, drivers are refusing to deliver in areas where the virus is widespread. Carriers are working through this on an individual basis with drivers.
  • Overall Driver Turnover is Down – Most of our clients are reporting lower than normal turnover this week.
  • CDL Training & Student Programs Impacted – Indeed has indicated that search traffic for paid CDL training is way up. However, some fleets have mentioned that driver trainers are not wanting to continue training in close quarters in the truck and they’re refusing trainees for the time being.
  • Fleets Are Considering New Benefits for Drivers – We are hearing lots of chatter from carriers adding new benefits during this crisis. These include online orientation, rental cars to orientation, single hotel rooms for orientation, and health benefits starting on day one.
  • Internet Usage is Up - Most internet providers are reporting a 20% - 30% increase in usage and expect it to increase to 50% in the coming weeks. Primary causes include working and schooling from home, gaming for students who are out of school, streaming TV and movies, and casual internet browsing is up due to quarantine.
  • Consider More Display Advertising in Your Strategy – Banner and video advertising will have additional eyes over the next few weeks, so there is an opportunity for top of funnel and branding campaigns to capture new audiences and passive potential drivers.
  • We Encourage You to Communicate How COVID-19 is Impacting Your Fleet – If your hiring or onboarding process has been affected by COVID-19, which is likely, let job seekers and applicants know what to expect in regards to your response time, orientation, start date, etc. Transparency is key during these confusing times so applicants don’t feel like they are being ignored or left in the dark.

If you are interested in the results of the COVID-19 Survey we sent out on Monday of this week, please CLICK HERE.

If you have specific information you would like to know or would like us to research, please email

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