Recruiting Truck Drivers Is About to Get Hard Again — But Liquid Trucking Has a Plan
The truck driver shortage may be low on the industry’s concern list for now—thanks to the ongoing freight recession—but that won’t last. As freight demand rebounds, fleets will once again face recruiting challenges in a noisy, digital-first landscape.
Liquid Trucking, a Nebraska-based fleet, saw this coming. In 2021, they partnered with marketing firm Bulldog Works to rethink their recruiting approach. That partnership evolved into a 50/50 joint venture in 2024, giving both companies the tools to push modern, personalized recruiting strategies and share those resources with other fleets.
Their goal? Move beyond outdated methods and connect with drivers on a human level.
Instead of using generic ads, Bulldog helps Liquid Trucking use real stories and creative content—from a weekly podcast with 1,700 downloads to driver-led YouTube videos. They also developed DeliveRecon, a mobile app that gamifies training and helps drivers share insights. Since launching the app, Liquid Trucking has reduced turnover by 19.2%.
With a focus on authenticity, creativity, and empathy, Bulldog and Liquid Trucking are showing the industry a better way to recruit—and retain—drivers.
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Driver Shortage Ahead: Why Liquid Trucking Bet on a Bulldog to Win Recruiting Battles