Across the globe, the trucking industry has been talking about driver shortages for years. But according to Emily Williams, Associate Vice President, Transportation Business Development at Geotab based in the United States, the real challenge is no longer just finding drivers—it is ensuring they have the right skills to operate increasingly complex vehicles safely and efficiently.
Speaking earlier this year at Geotab Connect 2026 in Las Vegas, Williams said the conversation around workforce shortages needs to shift from headcount to capability.
The industry is still short of drivers, but the nature of the job has changed dramatically.
A shortage that continues to grow
Driver shortages remain one of the most persistent issues facing transport fleets. In the United States alone, the gap between supply and demand is significant, and the pressure is expected to increase as experienced drivers retire.
Williams believes the shortage will not be solved simply by recruiting more people into the industry.
“We’re still dealing with the driver shortage, for sure, and I would say it’s also a lack of quality drivers that’s something that we’re really struggling with right now,” she said.
That distinction is important. Fleet operators are not just looking for more drivers—they are looking for drivers who understand safety requirements, regulations, and the technology embedded in modern vehicles.
Without the right training and experience, the risks extend beyond the individual driver to the broader community.
“If they don’t receive the proper training, they’re putting not only themselves at risk, but the entire community at risk from a safety perspective,” Williams explained.
Modern trucks require new skills
The role of a truck driver has evolved significantly over the past two decades. Today’s vehicles are equipped with advanced safety systems, telematics platforms, and digital controls that require technical knowledge and situational awareness.
Williams describes modern trucks as highly sophisticated machines that demand a different level of professionalism from drivers.
“It’s a very technical job now,” she said. “They’re driving big computers, essentially.”
This shift has changed the expectations placed on drivers. Beyond traditional driving skills, operators must be able to interpret data, manage onboard technology, and follow increasingly complex compliance requirements.
For Fleet Managers, that means investing in training and support rather than relying solely on recruitment.
Safety and professionalism are becoming central to workforce strategy
Williams sees safety as the defining issue in workforce development. As vehicles become more capable and regulations more demanding, the consequences of poor training become more significant.
That is why many fleets are tightening standards for driver qualification and development.
The goal is not just to fill seats, but to build a workforce that can operate safely in a highly regulated and technology-driven environment.
This approach reflects a broader shift across the transport sector, where workforce capability is increasingly linked to operational performance and risk management.
Making the industry more attractive
At the same time, Williams believes the trucking industry needs to do a better job of promoting itself as a viable and rewarding career path.
Despite the challenges, trucking offers strong earning potential and flexibility for workers willing to commit to the profession.
“It’s great money,” she said. “They can make over USD$100,000 a year. It’s a great income, and it’s also a place where you don’t have to have the highest education—you can come out of high school and work your way up.”
She also points out that the industry offers a wide range of roles beyond driving, including operations, logistics, safety, and technology positions.
Expanding awareness of these opportunities is critical to attracting the next generation of workers.
A workforce challenge that will shape the industry’s future
Williams is confident that the driver shortage will remain a defining issue for the transport sector over the next decade. But she believes the solution lies in developing skills, improving training, and supporting drivers with the tools they need to succeed.
Recruitment alone will not solve the problem. The fleets that perform best will be those that treat drivers as skilled professionals and invest in their development.
In an industry where safety, efficiency, and reliability are essential, capability—not just numbers—will determine success.
