Trucking companies are now using video games to recruit drivers

Trucking has been facing a crisis across the United States. However, companies such as Schneider National have come up with a novel, unexpected solution.

The Hill reported back in June that Schneider National has found a whole new territory to recruit new truckers: video games.

Image: Kelly Sikkema / Unsplash

This is not a not an off-the-wall idea from and up-and-coming company, with over 19,000 employees Schneider National is one of the biggest trucking companies in the United States.

American Truck Simulator, The Hill writes, is a video game developed by Czech company SCS Software. The player sits behind the wheel of an 18-wheeler hauling cargo across the American West while following traffic laws.

Image: SCS Software

The game apparently simulates the experience of driving cargo across the United States, from break bias to transmission changes.

Across the virtual highways, the players will now see billboards that function as recruitment ads for Schneider National.

Image: American Truck Simulator

According to website Axios, the company got the idea after noticing that many of their prospective drivers showed skills well above their experience levels.

These trainees credited American Trucker Simulator for their knowledge on driving trucks.

Image: Sam Pak / Unsplash

Videogame news website Gamesradar writes that the campaign has been successful enough to have other trucking companies on board.

Image: Sander Yigin / Unsplash

Swift Transportation now also have their in-game billboards where they invite American Truck Simulator players to make their gaming experience a reality.

According to the American Trucking Associations, 72.6% of consumer goods in the United States

However, the trucking industry in the United States has been suffering a few setbacks in the past few years.

The COVID-19 global pandemic and the subsequent Global Supply Chain Disruption revealed a dire shortage of truck drivers across the United States.

The New York Times claims that in 2021 there was a record deficit of 80,000 truckers, according to data from the American Trucking Associations. This could reach 160,000 vacant positions by 2030.

Image: Robert Bye / Unsplash

CNBC highlights that in 2021, a big-rig driver would earn a median of 23 US dollars per hour, citing data from the American Bureau of Labor. However, fewer people from younger generations are seeking jobs in the trucking industry.

Image: Kelly Sikkema / Unsplash

The Biden Administration has tried to address this with the Biden-Harris Trucking Action Plan, with an apprenticeship plan involving more than 100 trucking firms and industry partner.

Who knows? Maybe video games are a more entertaining way to reach out a newer generation!