Generation Z is entering the workforce in a big way, but recruiting and training this generation may require employers to rethink some of the approaches that worked in the past. On a recent episode of NGT Talks, Lindsey Trent welcomed back Hannah Dannecker, a Gen Zer herself and a speaker on generational workforce issues, to talk about what has shaped this generation and what employers can do to better attract, train and retain them. Hannah emphasized that Gen Z has strengths and challenges like every generation, but their experiences with technology, globalization, the pandemic and now artificial intelligence have created a workforce with a distinctly different perspective.
Technology Has Shaped How Gen Z Connects
Technology may be the biggest influence. Gen Z has grown up with virtually unlimited information available at their fingertips and with social media woven into everyday life. That has made them comfortable learning quickly, researching questions on their own and adapting to new technology. But it has also meant growing up surrounded by people and companies constantly trying to influence them. Hannah explained that this can make Gen Z more guarded. For employers, building trust may take patience, genuine conversations and a willingness to listen rather than immediately trying to “sell” a young employee on a company or career.
The Pandemic Created Challenges—and Strengths
The pandemic also had a major impact during formative years for Gen Z. Many students missed traditional classroom time and important milestones, but Hannah pointed out that the experience also forced young people to develop independence, organization, time management and self-motivation. Those can be tremendous strengths in the workplace. At the same time, Gen Z may enter a new job with more uncertainty than employers realize, making mentorship and support from experienced employees especially valuable.
AI Is Changing the Conversation Again
Artificial intelligence is adding another layer of uncertainty. Hannah discussed how new technology can create anxiety when employees understand what a tool does but don’t understand what it means for their future. Instead of simply introducing a new technology and telling employees to use it, she encouraged employers to explain why it is being implemented, how it will make their work easier or more effective, and what employees will be able to do with the time or capacity it creates. That kind of transparency can help replace uncertainty with a clearer picture of where an employee fits into the company’s future.
Meet Gen Z Where They Are
For the trucking industry, recruiting Gen Z also means meeting young people where they already are. Social media platforms such as TikTok, Instagram and YouTube provide an opportunity to show young people what trucking careers actually look like. Instead of relying only on recruiters or polished corporate marketing, companies can empower drivers, technicians and other employees to tell authentic stories about their work. A young person may never have considered trucking simply because no one has shown them the opportunities available. Seeing a driver talk about a day on the road or a technician explain the equipment they work on can make an unfamiliar career suddenly feel real and attainable.
Your Best Recruiters May Already Work for You
That same authenticity is important inside schools. Lindsey discussed how trucking companies often say they don’t have enough time to attend career fairs or engage with students, even as other skilled-trade industries are actively competing for the same young people. One solution is to broaden who represents the company. It doesn’t always have to be someone from recruiting or marketing. Giving drivers and technicians—especially younger employees—the opportunity to visit classrooms, participate in career fairs and talk about their own experiences can create meaningful connections with students while giving employees an opportunity to share pride in their careers.
Show Them Where the Career Can Go
Once Gen Z enters the workforce, employers also need to show them where a job can lead. Hannah described a career pathway in which a young employee might begin in a warehouse, learn to operate a forklift, continue building skills and eventually move into another role such as professional driving when they become eligible. The important part is making that pathway visible. Gen Z has grown up being able to immediately search for the next answer or learn the next skill, so opportunities for continued learning can be powerful. Even small, regular opportunities to train for the next position can give a young employee something tangible to work toward and a reason to stay.
Better Together Across Generations
Ultimately, successfully recruiting and training Gen Z isn’t about lowering expectations or completely reinventing the workplace. It’s about understanding the experiences that shaped this generation and creating stronger communication, clearer career pathways and genuine relationships. Experienced employees have decades of knowledge that the next generation needs, while Gen Z brings new perspectives, technological comfort and an eagerness to learn. As Hannah emphasized, the opportunity is to get past the awkwardness that can exist between generations and create workplaces where they learn from one another. The trucking industry needs the next generation—and bringing them into the industry successfully starts with being willing to rethink how we reach, train and develop them.