Designing the Future Workforce with Lindsey Trent

Jen sits down with Lindsey Trent, Co-Founder and President of Next Generation in Trucking, to talk about building the future workforce of the supply chain. Lindsey shares her own path into the industry, the mission behind Next Gen, and why creating clear entry points for students and early-career professionals is more important than ever.

The conversation also highlights the growing partnership between TMSA and Next Generation in Trucking through the Future Forward Volunteer Program at TMSA ELEVATE, an initiative designed to bring supply chain students into the conference experience through hands-on involvement, networking, and exposure to the industry. With applications currently open, this episode gives listeners a behind-the-scenes look at why the program exists, who it’s for, and the impact it can have on both volunteers and companies investing in the next generation of talent.

Check out the Transportation Sales and Marketing Association (TMSA) website or engage with us on LinkedIn.

Transcript

Meet Lindsay Trent And NextGen

Jennifer Karpus-Romain 0:22

Hello, everyone, and welcome to On the Move, a show where we share transportation sales and marketing success stories. I am Jennifer Carpis Romain, Executive Director of the Transportation Marketing and Sales Association, which is a trade nonprofit educating and connecting marketing and sales professionals inside transportation and logistics. And today on the show, I'm excited to have Lindsay Trent, president and co-founder at Next Generation in Trucking Association. Hello, Lindsay, how are you doing today?

SPEAKER_01 0:50

Hi, I'm great and so glad to be here with you.

Jennifer Karpus-Romain 0:53

So excited to have you on the show and to sit down and get to talk to you. So for those of you who may not know you yet, tell us a little bit about your role with Next Generation in Trucking and how you found your way into the industry.

SPEAKER_01 1:05

So I've been in the industry about 14 years and I um got a job. I I live in Louisville, Kentucky. I didn't know anything about the trucking industry. And I got a job doing sales. I I had a sales background. Um, and it was driver staffing. And I fell in love with the trucking industry because the people are just so awesome. And two, the industry hits every industry, right? You're one day you might be at a granite distributor, the next day you're at um a food distributor, then you're at a manufacturer, a manufacturer. It was just so cool to me to be able to get to see so much stuff within one industry. Um, and during that time, it was always a conversation of the driver shortage, the aging workforce, young people don't know anything about the industry, and we need um, you know, we need drivers. And so um it always got me having conversations and what are we doing as an industry to solve the problem. Um, and at that time, I started serving on the board of directors for the Kentucky Trucking Association. We helped a community college start their CDL program. Um, and then I then I went to work for Ryder. And at Ryder, we had the same same issues, but we also needed diesel technicians. And at that time, I helped a high school start their diesel tech program. So I really started getting involved in workforce development and seeing this solution that we could do as an industry if we worked with schools in helping start these programs and help

Why Trucking Captures Careers

SPEAKER_01 2:55

it help strengthen these programs for career technical education. And and then I heard about a guy that started a trucking program, and that was it. It was over. We started the next generation of trucking association to really put an emphasis on what we could do as an industry to help usher in the next generation of talent and promote trucking as a positive career choice.

Jennifer Karpus-Romain 3:21

I love that journey, and I think it's so important. I think part of it is just the knowledge and know-how. Um, one of the things I love about this industry is I feel like there really is a place for everybody. And that's so cool. And not what you would think from like the trucking industry. Like for me, I was always more on the creative side of things. The the I was a journalist than a marketer, but I really gravitated to the more um like industry-based places because what I was writing mattered more um to people's everyday life. Like writing for a B2B for like a tire company was where I started in the industry. And then obviously I found myself in transportation here. But what you the education, the resources, all that stuff, the marketing, it just matters more to everyday life than if you're writing for like a bigger publication that's more mainstream. Um, people need that, those resources. And so on the other side, so for me, that's what I always tell people like, oh, don't forget that there's these industrial spaces that you might think it's just one thing, but it really houses everything. And like you said, it this industry touches every other one. And so you really do get a wide scope of the world in that way, which is really cool. Um, I know you touched on this a little bit, but do you want to explain a little bit more about the exact gaps you were trying to fill when you guys started Next Generation in

Defining The Four Pillars

Jennifer Karpus-Romain 4:49

trucking?

SPEAKER_01 4:50

Yeah, well, I can kind of tell you um four of our main pillars. And that's really what we've developed into because we started as a all-volunteer group, grassroots movement. Um, and when we launched, we were we didn't have any paid positions. We just had a group of people passionate about this mission and knowing that it was important for us as an industry to start developing young people and putting an emphasis on um workforce development. And so um where we are today, where we've really landed as our four pillars, is one really just that um promoting the trucking industry as a positive career choice. And so we work with a lot of student organizations and organizations that influence school counselors, teachers, administrators, and really promote the trucking industry. So, for instance, you know, we're at FFA, Future Farmers of America, every year. They've got 70,000 plus students that attend this national convention. We've got a driving simulator, VR headsets where you can change the oil in a truck, change the tire in a truck. It's really about early talent development and in really helping a young person or helping somebody who influences young people in getting them knowledgeable about careers in the trucking industry. Um, like you had mentioned, it it's not just about being a driver or a technician, um, but we're involved with groups like the Technology Student Association. And this group helps establish competitions for IT, kids who want to be IT, you know, in IT or kids who want to be in engineers. And we talk to these students and we say, hey, you know, we need an engineers to make these trucks better. We always have a truck with us um on the tables if if we can't have a real truck in person. And um, so we're we're trying to influence every all the students that are interested in whatever career choice they are. Um, a new one that we're gonna be a part of this year is the future business leaders of America, and they have supply a supply chain competition. And so we're excited to be judges at this supply chain competition and promote careers that affect the supply chain. So that's pillar number one, right? Really just trying to make a name for ourselves as an industry. And I just have to tell you, when I went to the American School Counselors Conference for the first time, and the Mineral and Gym Society was there with the table promoting their careers. I thought to myself, if the Mineral and Gym Society is at this conference, trucking needs to be represented at this conference, right? And um, so that's what those are the things that we're doing. We are just branding the industry as a as a great career, as something to consider. And two, we work with schools and help them establish training programs, or if they already have one for um in our four, you know, verticals, then we help make them stronger. And those

Early Talent In Action: Schools And Orgs

SPEAKER_01 8:15

are CDL programs and really an emphasis is on high schools. Um, a lot of times that's working with a community college or a private school, but it is um supply chain programs and supply chain management programs, which is more on the business and marketing side, CDL programs and diesel tech programs. And so we're working with schools all across the country to say, hey, you got, you know, maybe you have a $5 million grant and you're gonna start some new programs or you're gonna have a new building. We want those to be transportation programs because they can choose HVAC, plumbing, culinary arts, which are all good, but we want them to start trucking programs, right? Um, and then the third thing that we do is connect employers. So it's it's connecting today's employers with tomorrow's workforce. So bridging that gap between industry and education and and and helping employers get more involved in education, whether that's volunteering, being at a career fair for students, and just introducing young people to careers. Um, and we and we work with legislative updates, trying to get things like the Drive Safe Act passed. Um, we have a lot of resources that we've created for schools and for employers to be able to download, brand, and take to these career fairs. Um, and then lastly, celebrating achievements across trucking. So we've got a student of the month program. We have a next top talent program, which is um drivers and technicians that are under 30 that companies can nominate that are doing an amazing job and they want to recognize. And then also we've got something that we are getting ready to um to drop again this year. This is our second year for a career catalyst. And this are companies that are doing a great job, providing career pathways for young people to come into the industry and whatever role that is, um, as well as maybe companies that are really involved in their local school district and supporting their schools programs and and being a guest speaker and taking a truck when they have a career fair. So, so those that is what we've morphed into as an association as our four main focuses.

Jennifer Karpus-Romain 10:35

I love that. There's so much depth there and in resources and education. And um I just I do love the focus of, yeah, like you said, if the the mineral, first of all I love mineral and gems. Me too, go to that table. And if you like, teach me everything. Can I transport them? Um, but I I think it is good to get out there and explain the different the different paths um that there are. And and the next generation won't know if we don't tell them, right? So I think that's exactly where you guys are.

SPEAKER_01 11:09

Yeah, and and let me tell you, um, I shared a slide with you, and I want you to see and why early talent development is so important and what we're trying to preach out there. I think you've got um something you can share. Um, so this was a white paper um created by Roundhouse Partners, and it it was just so eye-opening to me as something that we need to get out there as a message to employers. So if you are building this early talent pipeline and you take this group of a thousand students that have raw potential to enter a high demand career, like trucking, diesel mechanics, CDL, supply chain, and logistics, okay, you take that thousand students. If there's no industry support with those a thousand students, 25, 250 will consider that as

Building Programs And Employer Links

SPEAKER_01 12:05

a career choice. 80 will pursue it, and then 25 will enter the workforce. Now, conversely, if you take that same 1,000 students, but but there is full industry support, right? They've talked to somebody in trucking, they maybe come to the career fairs, or there's a guest speaker, or they go on a field trip, they're learning about that as a career choice. Now, 600 will consider it, 250 will then pursue it, and 80 will enter the workforce. And that goes to show how important it is for us as an industry to start engaging with schools, with students in our own communities, in our own backyards. This isn't just about us building our workforce, but we need to start thinking this as community engagement. How are we connecting people in our community to the good jobs that we have in our communities? And I truly think that trucking and transportation jobs can be that avenue to help get a young person on the right path to success.

Jennifer Karpus-Romain 13:19

I agree. And I think that those stats stand for themselves. Like if we're there, we're telling them they can see the opportunities and they'll take them. And if we're not, then being in the right places and telling them, then they're gonna go to the other people that were in engaged, right?

SPEAKER_01 13:36

The eight company, plumbing, they're gonna go to those companies that were engaged because they were learning about those careers.

Jennifer Karpus-Romain 13:44

And what are you seeing right now then when it comes to students, younger professionals entering supply chain and transportation in the workforce?

SPEAKER_01 13:50

Um, I'm seeing there's a real interest with young people if you introduce them. Um, we've done a lot of studying on what Gen Z finds appealing about careers in trucking. And one of those things is um Gen Z, they want to have a job that matters. And we learned during COVID that trucking is an essential career. And if we don't have trucks on the road, we don't have our supplies. Um, and so making that a selling point for students, saying, Hey, you know, it is an essential role to be a to to be in trucking. Um, and you're gonna be making a difference in everybody's lives if you're in this industry. So we need to have the messaging that that connects with students. Also, the trucking industry in the supply chain, we have so many green initiatives out there to make things better, to make our environment better. Gen Z is very concerned about the environment, and we need to let them know hey, this is what the things that we're doing as a fleet in our operations to make a greener supply

Data That Changes Engagement

SPEAKER_01 15:05

chain. And so there's a lot of messaging out there that connects and resonates with students. Another thing is a lot of students, they don't, young people, they don't necessarily want to move out of their community. They want to stay in their community, whether it's rural or urban. And we need to share the jobs that we have within our within our local communities where they can stay, but they can earn an income that's that's gonna be a high pay income. And and we know trucking can provide that. We have good jobs that pay really well.

Jennifer Karpus-Romain 15:40

Yeah, yeah. Um, that's what I'm seeing too from the next generations. They really care about, like, especially because obviously I work on the marketing and sales side, but like I think some companies will be afraid to be like, oh, this is what we do to give back to our community because they don't want it to look like they're doing it just to talk about it. But you want to promote those things, especially when you're reaching out to the next generation from an employee standpoint, because they care about that. And so if they see that you care and potentially what you care about is what they care about, they're more inclined to then work for your company because they know that that is aligned in a way that another company wouldn't be. And those are things that they're factoring into their decisions in a way that previous generations didn't. It's a big one.

SPEAKER_01 16:23

And if you can show the next slide that I shared with you, it kind of goes along with um what we're talking right here. Um, this was such an interesting um ROI consideration when you're allowing your employees to volunteer. Um, because you know, I'm saying, hey, early talent development is important. You have to help young people understand what your careers are. But as an employer, you think, well, I'm not even gonna hire this person maybe for five years, maybe for seven or eight years. Why should I invest my time or my people's time into um into early talent development when it's just such a far off reach? But you have to consider that when you let your employees volunteer um and do community engagements, you're gonna see a 50% turnover reduction when you invest in corporate responsibility. So we can transfer this as

What Gen Z Wants From Work

SPEAKER_01 17:24

getting involved in your local schools and sharing your jobs. That is that is getting involved in your um community. And you're gonna have a 13% productivity increase. Um, and then I love this also that if you are um 20 to 25 to 30 year olds, they're more likely to take a job if um if in the interview it talks about corporate responsibility and and volunteer opportunities that you would give your employees. Um, and and that's huge. They would rather have that over a higher salary. They want to know what they can do to give back. And so that is something that we need to start thinking about as employers, that it's it's also how we're investing in our employees to um enable them to invest in the next generation.

Jennifer Karpus-Romain 18:23

Absolutely. And this this is part of why when we went and redid our award program a few years ago, we started doing that purpose award because we are then highlighting what people are doing to give back to their communities. And we award both community-based and sustainability-based programs because what you were saying earlier, like there's so much um like sustainable efforts going on in trucking and other parts of the industry, and that's such a big win. And so, as marketing and even as sales when you're pitching to other, because you can build partnerships on the sales side too, with companies that are aligned with your like your corporate social responsibility as well. If they're if they're deciding between different companies and they see that you're aligned in those missions, that can give you an edge up. So we we talk about that stuff all the time. And yes, when we first propose it, people were like, Well, why? How is purpose related to sales and marketing? Well, it is because we should be talking about it and we should, because of course, everything, as you know, when you run an association has to be aligned to your mission. So um, like, but that's part of why we do that is because we should be talking about it, we should be using it as a differentiator because people care. Yes, people. And what do companies often misunderstand about attracting and engaging the next generation of talent? Honestly, it's all about retention.

SPEAKER_01 19:41

We're seeing, and I and I hear this from like presidents of company companies that when they're offering internships, apprenticeship programs, when they're hiring right out of college, they're seeing retention with these younger people because they're investing in them, right?

Purpose, CSR, And Real ROI

SPEAKER_01 20:00

They're they're they're training them, they're mentoring them, they're putting them through these programs and investing in them as a young person and saying, hey, we want to take you to this level with our company. And so we're seeing higher retention rates with young people than with other, you know, older generations out there. So if you don't have an internship program or an apprenticeship program, you've got to strongly consider this because you're it's gonna help with your retention for these young people and they'll stay with you. It's pretty fun to see.

Jennifer Karpus-Romain 20:36

So it sounds like there's a lot more loyalty than to the company when you're investing sooner. And I think that tracks one of the um things that I have seen is that a lot of people, this is when they get out of college, it's their first job. Like their focus in this generation was like go to school, get the good grades, go to college. So that means two things. Number one, they've never interacted with the like adults that aren't like their their parents or like professors, and so that is a life skill that takes time. And then two, that means that every single year for their whole life, they've been promoted because they go up. Yeah, right. And so is it a reasonable expectation to enter the job market thinking you're gonna get promoted every year? No, however, if that's your only experience in life, is that you graduate and then you move on, you know, freshman, sophomore, whatever, then they want to know then what they need to do to go to that next step. So I feel like that's part of the disconnect between the generations because people are like, oh, they feel entitled that they should get a promotion. It's like, no, that's all they've ever known. And you're not telling them what they need to do then to get the promotion. You're not then setting that, hey, these are the skills you need to do. This is the opportunities for you. But if you build it and you show them, then like you said, that retention is going to go up because. You're investing your time in them, or at least showing them the path of how they can improve and increase

Retention Through Internships

Jennifer Karpus-Romain 22:05

at your own company. Because otherwise, of course, they're going to go somewhere else because they can see then how they can get that promotion or like up to the next.

SPEAKER_01 22:12

Yep, that's exactly right.

Jennifer Karpus-Romain 22:16

So, one thing I do want to talk to you about that I'm super excited about is this is our second year partnering together on the Future Forward Volunteer program at Elevate. So this year we're in Denver, June 7th through 9th. And last year we tried it a little bit differently and we let like junior team members, but with your focus on students, and I wanted us to be at TMSA to be a part of that next generation too. We decided to allow supply chain students or students interested in supply chain to volunteer at Elevate. And let me, I have a QR code if people are interested in learning learning more. It's above Lindsay's head. Normally I'm over there, but there you go. You can scan that QR code. And we're really there you go. Um, we're so excited to partner together. I do think industry association collaboration is so important. Like we all have our own little niches, but we can overlap and we can support each other. My coloring just went really weird. I don't know why. I'm just gonna keep going though, and hopefully it will fix itself. Um so tell me like your perspective on wanting to partner with TMSA for this program.

SPEAKER_01 23:23

Well, it was really fun. So last year you had some volunteers that were a part of this program, and they all loved being a part of it. I know. Um, our marketing person, Bethany Alm with Be Social. She was one of the people in that, and she loved the group, she loved the conference, she learned so much, but she also loved being able to volunteer. Um but this year we were like, let's do something different, let's let's get some actual students that are young in here. Not no offense, Bethany, right? We know you're you're still young, but not 18 young. And so we are opening up this scholarship to um for two students to come and be a part of the program. And these are trucking students, right? So they're studying to be

Future Forward At Elevate

SPEAKER_01 24:10

in the trucking transportation industry, and they've been studying this over the last year or maybe even two years. And we're giving out these scholarships for these two young students. Um, and between NextGen and TMSA, we are supporting a young person and they're gonna be learning. They're not just gonna be learning because they're gonna go to these breakout sessions and hear these awesome speakers that that you guys have at Elevate, but they're gonna also be able to network and start forming those relationships. They're gonna be volunteering. So they're going to also work on their customer service skills and their problem-solving skills. This is like just such a great way and a great opportunity for these young people to learn and giving them an opportunity to travel to a new city, to be around new people. And they're they probably just graduated from high school. And so this is what a fun experience. And I think something that they'll never forget and that they're gonna just learn so much from.

Jennifer Karpus-Romain 25:20

Yes, and I love the opportunity to give that back and to allow them to get that experience. I have no idea what's going on with my computer right now, but I'm just gonna keep rolling. I try to fix it, but we'll I'll do it later. But it's it's the green lips that are throwing off right now. But, anyways, if you're just listening to this, know that in the middle my camera just switched to like a very robot. It is funny, you do have green lips.

SPEAKER_01 25:47

I like it. Hey, why not?

Jennifer Karpus-Romain 25:49

Yeah, if you're watching live, enjoy technology at its finest. Um, but anyways, so I love um the opportunity to partner with you to do this and to um give this opportunity to students. So super excited. If you want to learn more about the program or get engaged with it, you can scan that QR code. And if you want to join us at Elevate, you can do that as well. You can register and learn more about the show at events.tmsa today.org. And you can scan that QR code now up top there as well. So awesome. Okay. So from your perspective, then, what kind of impact can a program like Future Forward or the other things that you guys do for students have on a student or an early career profession, especially when we're talking about confidence and career direction? Like we said before, you know, they this could be their first job once they they start in the market. And so having opportunities like this can really change uh the that confidence booster for students.

SPEAKER_01 26:55

Yeah, we see that it really for a young person, it's all about relationships and relationships help impact their decisions.

Confidence, Networks, And First Jobs

SPEAKER_01 27:05

And so um we're, you know, we hope that they make some good connections at this conference. Maybe if it's that they're in a school program, we want them to make all these great connections. And those are the people that they're probably gonna go work for. And and maybe they can't be hired at your company at 18 or 19, but maybe when they get some more experience and they're 21 or 22, they can be hired by your company. So um, the importance in branding your company, and you guys, you get it, right? Your sales and marketing, branding is so important, and we need to see that companies get it, right? You might not be able to hire them for three or four years, but when they get to be that age and they remember the relationship they had with you, the conversations they had with you, it makes all the difference in the world. But not just um just like you know, branding your company, but the different careers. Um, there's so many careers like we're talking about in trucking, and they might start off doing one job, but they see themselves uh promoting themselves in their career path, right? And so it's it's really connecting them to different careers within companies and within the industry.

Jennifer Karpus-Romain 28:24

Absolutely. And how do you think companies and leaders can better support workforce development beyond just recruiting?

SPEAKER_01 28:31

Um, good question. I think um investing

Beyond Recruiting: Advisory Boards

SPEAKER_01 28:35

in school programs. So I think every school that has so all these high schools, right? They have diesel tech programs, maybe CDL, supply chain. They all have advisory boards. And so being an employer that serves on your local school's advisory board is hugely important. I talked with a trucking company recently, and their um high school doesn't have a trucking program, but it has a welding program. And so they want to be involved and to make relationships with these students. So it's getting involved in your local schools and serving on advisory boards is is really another thing that you can do. Um, or maybe it's just going to your fair and having a booth and talking to everybody about your your company that's in the community.

Jennifer Karpus-Romain 29:32

I think those are great ideas because you can also then start to implement things for your employees that are there as well. Like, okay, like this is what people are caring about. This is how we should shape our you know retention programs and all of that kind of um information. But like getting out there, being part of the community, understanding, I feel like that's all a huge piece of that. I think that this is leprechauns. We're almost to St. Patrick's Day, and then green, so they're playing a little mischief on me, and I take it. But um, okay, one last question for you that I ask everybody who comes on the show.

Advice To Our 18-Year-Old Selves

Jennifer Karpus-Romain 30:10

If you could go back in time and advise your younger self anything, and this could be personally or professionally, when would you go back to and what would you do? Oh, that's such a good question.

SPEAKER_01 30:20

Um, I think at this point in my life, it would I would be if I could go back to my 18-year-old self, I would tell myself, you don't need to spend every dollar you make, you need to save more money. Um, and so I think one of the things that we need to do is really help shape a young person. If they're coming to work for us, why don't you explain your 401k and your benefits package? Um, maybe help them create a budget, help them give them tools that they need to be able to not just live for today, but think about their future.

Jennifer Karpus-Romain 30:59

I love this advice. Um, it takes me back to accepting my first job. And I remember like I got the offer. I'm like, yes, I'll take it. And I immediately called my sister and she's like, What is your salary? I'm like, I don't even know, but I got the job. I'm like, do you get like health insurance? I'm like, I literally know nothing. I got the job. Now I came into the job market for journalism in the middle of a recession. So I literally would have taken any job that was offered to me just to get skills before I could then move on to the next thing. But I was like, I didn't even think to ask a single one of those questions because I had never and I I mean, I had I've been working since I was 16. So like I had jobs, I had that, but like the professional piece of it, like understanding what a benefit package is or anything like that, nothing. I had no yeah.

SPEAKER_01 31:49

And for me, I I um was always told, hey, if your company gives you 3% for your 401k, make sure you're saving 3%. But really, you should be saving like 10 or 15. And so I spent all these years thinking I was doing a great job saving three percent. And so um, that's one of the things that I would change.

Jennifer Karpus-Romain 32:10

Yeah, and I definitely I would agree, especially because like early in your career, it's before you typically only have kids or have all these expenses, yes, and you want to spend it, but like your older self will be thankful. I think this is a great answer. This might be my favorite of all the answers because it's applicable to everybody because we're

Closing And Denver Invite

Jennifer Karpus-Romain 32:30

all living in the not making those choices now. So well, thank you so much for coming on the show. It's always a pleasure to be with you. You too, and I love always what you guys are doing into the industry and um finding a way for us to partner together and do something really cool with Future Forward. So I will um see everybody next week. Hopefully, my camera isn't affected by leprechauns, but we'll see. Who knows? We'll just see where the one takes us. We're excited for everything. Thank you for coming up. Yes, we are. Come join us in Denver June 7th through 9th. You can get more information at events.tmsa today.org. I will catch everyone next week and I will see you there. Thanks, Lindsay.