In an innovative approach to talent acquisition, Schneider National, a leading player in the transportation and logistics industry, is merging the realms of video gaming and commercial trucking. Recognizing the potential of reaching a tech-savvy audience with interests aligned with the industry, the company has embarked on a unique journey to recruit its next generation of truckers within the digital landscape of a popular video game, “American Truck Simulator”. This unusual yet forward-thinking strategy underscores Schneider National’s commitment to adapt and thrive amidst a persistent truck driver shortage, demonstrating a novel approach to mitigating commercial truck insurance costs and bolstering the sector’s human resources.
Schneider National’s Innovative Approach to Recruitment
In an age where innovative solutions are key to overcoming recruitment challenges, Schneider National, a transportation and logistics company, is pioneering a novel approach. Tapping into the gaming market, the company has decided to advertise on virtual billboards in the popular game “American Truck Simulator”. This unconventional method has been implemented to address the pressing issue of driver shortages in the commercial trucking industry, a problem that has also seen a subsequent rise in commercial truck insurance costs.
Harnessing the Potential of Video Games
The partnership between Schneider National and “American Truck Simulator”, developed by Czech firm SCS Software, was announced recently. The game offers players a unique first-hand perspective of managing a logistics firm and driving an 18-wheeler across the American landscape. This realism extends to the roadside where players encounter advertisements much like real-life drivers on a long-haul journey. However, these are no ordinary billboards. Schneider National’s recruitment ads now grace these virtual billboards, presenting an ingenious solution to a real-world problem.
The Impact of COVID-19 on the Trucking Industry
The ongoing global pandemic has put tremendous strain on the logistics industry, with a severe truck driver shortage affecting companies worldwide. At its peak in 2021, the American Trucking Association estimated that the industry was lacking 80,000 jobs. Although this number has improved somewhat, the aftermath of COVID-19 continues to plague the sector. The commercial truck insurance market has not been immune to these changes, with the driver shortage leading to an increase in commercial truck insurance costs.
The Power of Industry-Related Content
The unique initiative has been positively received by the game’s loyal fan base, which comprises around 5,000 players. Its counterpart, “Euro Truck Simulator 2”, boasts about 30,000 active players at any given time. Such enthusiastic feedback has opened the door for further collaboration between SCS Software and Schneider National, suggesting potential for more industry-related content in the future.
With many players finding solace and relaxation in the seemingly mundane task of virtual truck driving, this unusual recruitment method may just be the beginning. As Schneider National continues to break new ground in driver recruitment, its partnership with “American Truck Simulator” serves as a testament to the power of creative problem-solving in the face of industry-wide challenges.
