If you’ve been in freight brokerage for more than a few years, you’ve seen it firsthand—the struggle to find enough truck drivers to move loads. It’s not just a temporary hiccup; it’s a deep-rooted issue that’s reshaping the industry. And for brokers, that means adapting to a new reality where drivers hold more power, rates stay unpredictable, and relationships matter more than ever.
Why Can’t We Find Enough Truck Drivers?
Let’s be honest—trucking isn’t an easy job. Long hours, weeks away from home, and the pressure of tight deadlines wear people down. But the driver shortage isn’t just about tough working conditions. Here’s what’s really going on:
- The Older Generation is Hanging Up the Keys – Many of today’s drivers are in their 50s and 60s, and retirement is calling. Younger workers? They’re not exactly lining up to replace them.
- The Job Has Lost Its Appeal – Between strict regulations, rising costs of getting a CDL, and the loneliness of the road, fewer people see trucking as a long-term career.
- Burnout is Sky-High – Turnover rates at some fleets hit 90% or more. That’s not just a staffing issue—it’s a sign that the industry needs to change how it treats drivers.
- Freight Demand Outpaces Drivers – Even with economic ups and downs, goods keep moving. But without enough drivers, capacity stays tight, and brokers feel the squeeze.
What This Means for Brokers: Challenges & Opportunities
For freight brokers, the driver shortage isn’t just a carrier problem—it directly impacts how you do business. Here’s how:
1. Rates Are All Over the Place (And Probably Going Up)
Fewer drivers mean carriers can pick and choose their loads. That pushes rates higher, and brokers either eat the cost or pass it to shippers—neither is a great option. The key? Getting creative with pricing and locking in reliable carrier partners before the bidding wars start.
2. Good Carriers Are Harder to Find (And Keep)
When capacity is tight, your usual network of drivers might already be booked. That means brokers need to work harder to build real relationships—not just transactional ones. Paying quickly, offering consistent freight, and treating drivers fairly goes a long way.
3. Tech Is No Longer Optional
If you’re still relying on spreadsheets and phone calls to book loads, you’re falling behind. Brokers who use load boards, TMS platforms, and even AI matching tools can find trucks faster and keep shipments moving. But remember—tech can’t replace trust. The best brokers use tools to enhance relationships, not replace them.
4. Shippers Are Getting Nervous (And Demanding)
When capacity shrinks, shippers start pushing for guarantees. Brokers who can offer flexible solutions—like blending truckload with intermodal or LTL—will stand out. Sometimes, the answer isn’t just finding a truck; it’s finding a smarter way to move freight.
5. The Best Brokers Are Becoming Problem-Solvers
The brokers who thrive in this market aren’t just middlemen—they’re partners. That might mean helping carriers with fuel discounts, faster payments, or better routing. It could also mean working with shippers to adjust timelines or consolidate shipments. Adaptability is the name of the game.
How Smart Brokers Are Adapting
So, what’s the playbook for surviving (and even thriving) in a driver-short market?
- Treat Carriers Like Gold – Reliable, fair-paying freight keeps drivers coming back. The best brokers don’t just move loads; they build loyalty.
- Get Tech-Savvy (But Stay Human) – Automation helps, but relationships close deals. Use tools to work faster, not to replace real connections.
- Think Beyond the Traditional Truckload – Sometimes the best solution isn’t a 53-foot trailer. Rail, intermodal, and even partial loads can save the day.
- Stay Ahead of the Game – Watch trends, adjust strategies, and be ready to pivot when the market shifts (because it always does).
The Bottom Line: It’s About Relationships
The driver shortage isn’t going away. But for brokers who focus on building trust, staying flexible, and solving problems creatively, there’s still plenty of opportunity. The industry’s changing—will your brokerage adapt?
At the end of the day, freight is a people business. And in a tight market, the brokers who remember that will come out on top.
