Key takeaways:
- Embrace modern recruiting tools by utilizing AI-powered platforms and targeted outreach on social media to effectively source and engage younger talent.
- Leverage traditional methods by connecting with high schools, trade schools, and local communities while sponsoring tech competitions to establish a strong talent pipeline.
- Showcase company culture by creating authentic content on social media that highlights the work environment, helping to build trust and attract potential hires.
The diesel technician shortage isn’t just a lingering issue; it’s a full-blown crisis. As seasoned techs retire and fewer young workers enter the trade, the battle for qualified candidates has become fierce. If you’re not actively recruiting, your competitors are—and they’re targeting the same shrinking talent pool.
Hiring has come a long way from the days of newspaper classifieds, trade ads, and job fairs. What was once a local search has become a national race, driven by online platforms and digital tools that can reach candidates anywhere, anytime.
But the shift goes deeper than just when you’re looking. Technology has revolutionized how fleets hire—streamlining processes, speeding up decisions, and raising the stakes. In this new landscape, the companies that adapt faster aren’t just finding better candidates; they’re winning the workforce race.
Go where candidates are looking
At a recent NationaLease meeting, Lauren Williams, CEO of Workplace Harmony, offered a clear message to fleets looking to stand out in today’s hyper-competitive hiring market: Go where the candidates are.
AI has fundamentally changed the recruiting game, and LinkedIn is no longer the only place to search online for your next top tech. Williams highlighted several AI-powered platforms that fleets can use to boost engagement and extend their reach, including HireEZ, SeekOut, Fetcher, Wayy, and Talenteria.
But it’s not just about sourcing—it’s about smart, targeted outreach. Williams recommended geo-targeted video ads on platforms like TikTok and YouTube, where younger talent increasingly spends their time. She also emphasized the value of mobile-first apps and chatbots, which make the application process frictionless and fast.
With AI’s ability to quickly scan and sort resumes based on skill and fit, hiring managers can now receive only the most relevant candidates and schedule interviews in many cases with a single click. The result? Less time sorting. More time hiring.
See also: Clark: The diesel technician loyalty gap
Don’t overlook traditional channels
While AI and digital platforms are changing the game, traditional recruiting channels still play a crucial role, especially with building a long-term pipeline of diesel techs.
High schools and trade schools remain vital entry points for reaching new talent before they enter the workforce. Show up where future techs are learning: in shop classes, career fairs, and school-sponsored events. That early visibility can spark interest—and loyalty—before a competitor even gets on their radar.
Don’t stop there. Get your postings in truck stops, dealerships, and on industry forums where working techs and career-changers spend their downtime. Local radio and television stations are another cost-effective way to get your message out to a community that still relies on broadcast ads.
And here’s an overlooked and clever strategy: Sponsor diesel tech competitions. These events draw in ambitious, currently employed technicians and give you a prime opportunity to connect with top-tier talent in a high-energy, skill-focused environment.
Use content and social media to tell your story
Recruiting isn’t just about job posts—it’s about presence. Candidates want more than a paycheck; they want to know what it feels like to work for your fleet. That’s where content and social media come in.
Williams emphasized the value of authentic, engaging content that gives job seekers a window into your shop’s culture. Think mini-documentaries, behind-the-scenes shop tours, or short-form videos that show what a day on the job really looks like.
Don’t be afraid to keep it light and relatable. Diesel memes, TikToks, and Instagram Reels can give you a brand personality, reaching younger candidates on the platforms they use every day. One creative tactic might be to have a current technician take over your Instagram account for a day...or more. Nothing builds trust like hearing directly from someone doing the work.
The road ahead
The diesel tech shortage isn’t going away anytime soon, but the fleets that rise to meet it with creativity, technology, and authenticity will come out ahead. Whether you’re leveraging AI-powered platforms, showing up in shop classes, or connecting through TikTok, the key is to stay proactive and consistent. The competition is fierce, but so is the opportunity for those willing to evolve how they hire.
About the Author
Jane Clark
Senior VP of Operations
Jane Clark is the senior vice president of operations for NationaLease. Prior to joining NationaLease, Jane served as the area vice president for Randstad, one of the nation’s largest recruitment agencies, and before that, she served in management posts with QPS Companies, Pro Staff, and Manpower, Inc.