Greater appreciation for drivers is shaping new paths in the transport labour market

The transport and logistics industry is one of the pillars of modern economies, but is often reduced in society to vehicles, goods flows and efficiency indicators. The people who keep this cycle going are often overlooked. This is precisely where an approach comes in that deliberately focuses not on the product, but on the people involved: drivers, dispatchers and everyone who ensures that supply chains function on a daily basis.

Truck Jobs is at the heart of this approach. The company does not see itself in isolation, but as part of a larger association operating under the name World of Heroes. The aim is to gain more recognition for the industry and give the people behind the wheel a more visible role. This change of perspective is a conscious choice and differs significantly from traditional recruiting or placement models.

World of Heroes alliance as a common umbrella

World of Heroes is a network of several companies that are active in different areas of the transport and logistics sector. These include Euro-Leasing, BFS, LogPay and Truck Parking Europe. They are united by the conviction that the industry is often underestimated by society, even though it is indispensable for security of supply, mobility and economic power. Instead of developing isolated individual solutions, the merger pursues an integrative approach. Services and platforms should not exist side by side, but complement each other. Within this framework, Truck Jobs acts as an interface between drivers and companies.

Truck Jobs as a marketplace for drivers and companies

Truck Jobs positions itself as a specialised job market for truck drivers. The focus is clearly on the person and not exclusively on the vacancy. Drivers should not just find any job, but a job that suits their ideas, their lifestyle and their attitude. Conversely, companies are given the opportunity to search specifically for profiles that match their requirements and corporate culture. The platform is active in several countries, including Germany and Austria. Over time, a large user base has been built up in these markets. Drivers actively register to explore new career opportunities, while companies use the platform to address the acute shortage of drivers in a structured manner. The challenge lies less in the fundamental need than in bringing both sides together in a way that is precisely tailored to their needs.

Algorithm instead of random hits

A central element of the concept is a matching algorithm. Both sides specify what they are looking for and what they have to offer. In addition to classic criteria such as location or type of assignment, softer factors such as expectations regarding working hours or personal preferences are also taken into account. The aim is not only to generate formal matches, but also genuine compatibility. The result is a data-based suggestion of who should get in touch with each other. This approach differs from traditional job boards, where applications often work on the principle of quantity over quality. At Truck Jobs, the focus is on the quality of contacts, not the mere number of clicks or ads.

Driver shortage as a structural issue

The driver shortage is one of the most pressing problems in the industry. It cannot be solved by higher wages or short-term measures alone. Rather, it is a question of attractiveness, working conditions and social perception. This is precisely where the idea of appreciation comes in, which World of Heroes and Truck Jobs consistently pursue. Instead of viewing drivers as an interchangeable resource, they are perceived as skilled workers with individual needs. This change in perspective is not a short-term trend, but a necessary response to demographic developments and changing expectations of work as a whole. The elements that play a role in the Truck Jobs approach can be summarised as follows:

• Focus on the person rather than solely on the job
• Data-based matching for a better fit
• Integration into a cross-industry network
• Strengthening the social perception of drivers

Significance for the future of the industry

The success of such platforms shows that the labour market in the transport sector is changing. Digital solutions alone are not enough if they are not combined with a clear stance. Appreciation, transparency and a good fit are becoming decisive factors in attracting and retaining skilled workers. Truck Jobs plays a special role in this context. As part of World of Heroes, the company is not only an intermediary, but also a catalyst for a new perspective on the industry. The approach shows that digitalisation and humanity do not have to be contradictory, but can reinforce each other. In the long term, it is precisely this combination that could determine how attractive the profession of truck driver is perceived to be – not only within the industry, but also in society as a whole.