Heavy duty vehicle sector must adapt to embrace once-in-a-generation recruitment opportunity, Volvo Trucks study finds

Volvo Trucks has published the findings of independent research exploring how women and ethnic minorities perceive careers in and around zero tailpipe-emission trucks, buses and coaches, as part of a project aimed at making the sector feel more visible, accessible and inclusive.

Commissioned with funding from Transport Scotland’s Skills Challenge Fund for HDV (heavy-duty vehicle) Decarbonisation, the research was carried out by DJS Research across Scotland and the North of England.

Participants took part in focus groups and interviews exploring perceptions of the sector, to better understand how under‑represented groups view the industry, what influences their career choices, and what may be holding them back.

Amy Stokes, Decarbonisation Director, Volvo Trucks UK & Ireland, says: “For too long recruitment in this sector has been hindered by a less diverse applicant pool, making it harder to build an inclusive workforce. This is a crucial topic the industry needs to address, because misconceptions, particularly among women and ethnic minorities, risk narrowing the talent pool at a time when we need to attract and retain a broader range of talent than ever.”

The research revealed a generally low awareness of the sector as being a major barrier, with many people outside the industry struggling to picture the organisations, roles and career pathways involved in zero tailpipe-emission commercial vehicles, despite the industry’s rapid advances in battery electric, fuel cell electric and hydrogen solutions.

However, when the sector was framed around ‘future technologies’, the reaction from the target groups shifted. Participants quickly connected the work to sustainability, innovation and climate goals, with the idea of working in a business which has the potential to impact the future so positively becoming more appealing for many.

The research also found that stereotypes still dominate first impressions, with participants imagining careers in the sector as being dirty, highly physical and associated with male-dominated workshop environments. It also found that the language and image associated with the industry felt technical and inaccessible, creating an immediate barrier for those without a background in heavy vehicle mechanics.

Across all groups which took part, priorities for career choices centred on work-life balance, fair pay and transparency, as well as working for an organisation with a supportive and inclusive culture. Growth opportunities, and an opportunity to carry out meaningful work with purpose was also rated highly.

Amongst women and ethnic minorities, there was a strong desire to see evidence of people like themselves succeeding in the sector through authentic employee storytelling and the types of imagery used in recruitment.

Furthermore, jargon-heavy job descriptions, inflated job titles and long lists of ‘essential’ requirements were also identified as undermining applicant confidence and helping to drive self-exclusion, and prevent interested parties from applying.

Karen Bailey, Head of Competence Development, Volvo Trucks UK & Ireland, explains: “The findings have made one thing very clear: the shift to a zero tailpipe‑emission HDV sector represents a significant opportunity to attract a broader and more diverse workforce.

“At Volvo Trucks we are well positioned to lead this change – but it’s a bigger challenge than any one manufacturer can accomplish alone. Our task as an industry is to build clearer pathways into the sector, supported by communication that empowers people from all backgrounds to see themselves within our respective businesses.”

Volvo Trucks will use the findings to inform ongoing work to strengthen early careers engagement, improve the clarity and inclusivity of recruitment materials, and support structured development routes into the sector. This work will support Volvo Group’s global diversity targets, with the business aiming for 35 per cent women employees by 2030.

Bailey concludes: “If the wider industry adopts a similar approach, and combines this with transparency, structured routes for career progression, and a culture that actively values difference, then it should leave the door open to a far wider array of talent.”