CCJ Innovators profiles carriers and fleets that have found innovative ways to overcome trucking’s challenges. If you know a carrier that has displayed innovation, contact CCJ Chief Editor Jason Cannon at jasoncannon@randallreilly.com or 800-633-5953.
Behind every good diversity and inclusion program is a good bot — or at least that’s some of the story at U.S. Xpress, which is enjoying a rise in its Spanish speaking driver population thanks in part to an algorithm dedicated to reaching applicants whose primary language is not English.
But U.S. Xpress is not stopping there. The 37-year-old conglomerate has also been stepping up recruiting and retention efforts among women and other population groups that have historically steered clear of the trucking industry.
The human resources shift goes back to diversity goals laid out by U.S. Xpress CEO Eric Fuller this past summer who wrote in an op-ed: "Today’s workers are not focused exclusively on the job with the highest pay. Yes, they’re searching for opportunities that offer professional challenges, but they’re also seeking out employers that provide opportunities to work alongside people who share their philosophies, and in a place where they can feel welcomed for who they are without fear of hate or discrimination."
So where does that search for a warm welcome begin? For millions of job seekers, it’s the internet. And for U.S. Xpress, they’ve made it clear on their homepage that they’re looking for people to fill positions in trucks, the office and the shop.
Eager to try out their multi-lingual bot with my rusty (okay, admittedly pathetic) Spanish, I clicked on their top job window titled, Driving Careers. After being taken to their driver recruiting page, a chat bot featuring the smiling face of a woman named Amanda popped up in the lower right-hand corner of the page.
While my typed ‘Hola’ greeting didn’t get me too far, my poorly written statement, “Necessito conducir camion por favor” (I need to drive truck please) did get some impressive results.
