The Numbers Don't Lie
The UK is still short approximately 43,000 HGV drivers in 2026, despite numerous government initiatives. But here's the shocking part: it's not because drivers don't exist—it's because you're recruiting them the wrong way.
Critical Stat
67% of HGV drivers find their next role through word-of-mouth or social media. Only 11% use traditional job boards.
Why Job Boards Fail for Driver Recruitment
Drivers aren't sitting at desks refreshing Indeed. They're:
- In their cabs during breaks – Scrolling Facebook, WhatsApp groups, and industry forums
- At service stations – Quick 15-minute stops mean mobile-first browsing only
- In driver communities – Facebook groups like "HGV Drivers UK" have 200,000+ active members
- Skeptical of agencies – Years of poor experiences mean trust must be built differently
What Actually Works in 2026
1. Facebook Driver Communities
Why it works: Drivers actively discuss routes, companies, and opportunities in closed groups. A well-crafted post (not a spammy ad) gets genuine engagement.
How to do it: Join groups as your company, contribute value (not just job ads), then post roles with radical transparency: exact pay, routes, home time, and truck specs.
2. Geo-Targeted Mobile Ads
Target active HGV license holders within 30 miles of your depot. Commute radius is everything—especially for night trunking roles.
Case Study
A Midlands haulage firm spent £800 on Facebook ads targeting Class 1 drivers within 25 miles. Result: 37 qualified applications in 6 days, 5 hires, average cost per hire £160.
3. Video Testimonials from Current Drivers
Drivers trust other drivers. A 60-second video of your current team talking about:
- Actual take-home pay (not "up to £X")
- How often they get home
- Condition and age of the fleet
- How management treats them
...will outperform any corporate recruitment video 10:1.
The Transparency Imperative
Drivers have been burned by vague ads before. In 2026, transparency wins:
- State exact pay – "£35,000 - £42,000" not "competitive"
- Show the trucks – Model, year, spec. Drivers care about their workspace
- Be honest about routes – "Mostly M1/M6 corridor, occasional nights out" beats vague descriptions
- Explain home time – "5 days on, 2 off" or "Monday-Friday, home nightly"
Platform Strategy for Driver Recruitment
Facebook (Primary): Where drivers congregate. Use a mix of organic posts in groups and paid ads.
Instagram (Secondary): Younger drivers (under 35) are here. Short videos of trucks, routes, and lifestyle work well.
WhatsApp Business: Quick applications via WhatsApp are growing. Make it easy to start a conversation.
Traditional job boards: Still worth a small budget for Class 2 or local delivery roles, but expect diminishing returns.
Action Plan for Logistics Recruiters
- Get your current drivers involved – Their authentic voices are your best recruitment tool
- Shift 50% of job board budget to social – Test Facebook ads for one month and measure results
- Create a simple mobile application flow – WhatsApp, SMS, or a one-page form that takes under 3 minutes
- Build a Facebook presence – Join driver groups, engage genuinely, post roles transparently
- Track source of hire – Know which channels actually deliver drivers who stay
The driver shortage isn't going anywhere, but companies who adapt their recruitment to where drivers actually are will have a significant competitive advantage in 2026 and beyond.