When Kimberly Guy joined Southland Transportation Group as Director of Human Resources in April 2023, she received a daunting first challenge: Tackle the growing shortage of diesel technicians.
Tasked by company leaders to devise a strategy to attract and retain skilled workers, Guy drew on her extensive experience in human resources, management and operations. But one question lingered — why is it so hard to find qualified techs in the first place? Her search for answers would lead to innovative solutions that could reshape how trucking businesses address labor shortages in the shop.
“When I arrived, I immediately began researching why we had difficulty finding technicians,” she says. “I just couldn’t understand what was holding the industry back from finding them.”
After consulting with industry experts, educators and many veteran technicians, she identified that educational costs and on-the-job training opportunities were the largest obstacles. “That made me wonder, ‘We have great technicians, state-of-the-art facilities, and plenty of resources. Why can’t we train students here at our shop and mold them to our standards?’” she says.
She worked with the Alabama Office of Apprenticeship and the U.S. Department of Labor (USDOL) to learn more about the options and guidelines for apprenticeship programs. She also partnered with company service department directors to build a curriculum that served the needs of students, educators and the local community. “I was surprised just how much support and interest we received,” she says.
By August 2023, Southland launched its youth diesel technician apprenticeship program, among the first in the country registered with the USDOL. At its core, this program helps meet the technician workforce goals of creating a pipeline of qualified, skilled technicians by allowing participants as early as high school age in the 11th or 12th grade and at least 16 years of age to participate in the program. Participants receive paid, on-the-job training and related classroom instruction that set them up for success on the path to a master-certified Class A diesel technician in just two years.
The program provides a comprehensive learning experience, equipping students with the essential skills and knowledge needed for success. Its competency-based approach allows learners to progress at their own pace, ensuring they fully master key skills before advancing to the next stage. The program includes skill verification, ensuring that all students can confidently apply what they’ve learned in real-world scenarios. This combination of hands-on learning and assessment guarantees a practical and effective way to build expertise. The apprentices also receive high school credit while in the program.
Also, students incur no costs — in fact, tools are provided, and they’re paid for the hours spent working and training in the dealership’s service department. They also dedicate 5-8 hours a week completing online modules and gaining hands-on experience under the guidance of a mentor. When they complete the program, they are certified Class A technicians.
For Southland’s program, all it takes to apply is a letter of recommendation from a guidance counselor and parental permission. Guy says when she and her team started the program in 2023, they received over 100 applicants from schools in Jefferson County.
“At the time we only had 12 to 15 positions for apprentices in our Homewood location,” she says. “Since then, we have added the apprenticeship program at all our locations throughout Alabama. We would love to take on more, but we want to prioritize investing in both the program and the apprentices through our mentorship at a high level.”
Southland CFO Phillip Noles says the company’s apprenticeship program highlights a strong focus on future workforce development. The company’s leadership team has collaborated closely with the American Trucking Associations and the Alabama Trucking Foundation to develop effective solutions for training and upskilling workers.
“Through these partnerships, and our own innovation, we’ve been able to advocate for industry policies and initiatives that align with our vision for workforce development,” he says. “By advocating for programs that foster career development in key areas such as diesel technology, we’re ensuring that Southland and the industry as a whole continue to attract the talent needed to sustain growth and innovation.”
Transfer of Knowledge
The program’s special sauce is the student-mentor relationship. Currently, Southland has mentors and apprentices at all its locations. Guy says the mentorship job, while rewarding, is not easy, requiring exceptional organization and time management skills, along with wide technological knowledge and experience.
“We carefully select our mentors based on their knowledge and experience of the field, as well as their ability to connect with young people,” she says. “We have some incredible mentors who have a real passion for their field and want to give back to the community by sharing their experiences with those interested in diesel technology careers. One of our mentors recently told me that he feels so strongly about sharing his knowledge because early on in his career, there were key people who shared their time and knowledge and he wanted to give back, too.”
One of those is Cody Franklin, a 36-year-old married father of two with over two decades of hands-on experience as a technician. His journey began on his family’s farm, where he developed skills repairing tractors and equipment with his grandfather, and later expanded to working on cars and trucks as a hobby. After high school, he gained valuable experience at several local auto shops. However, a friend working in the commercial vehicle industry persuaded him to make the switch, offering the allure of better pay and new opportunities.
“I was convinced that I did not want to work on large trucks,” he says. “I always had a negative opinion of the trucking industry. I didn’t wanna work on heavy, dirty equipment. I didn’t want anything to do with diesel. It smells. But all that changed once I started getting the paycheck. The pay is much better, and there’s much more opportunity in trucking.”
As a mentor, Franklin leads by example. He is one of Southland’s top technicians, known for his expertise and patient, supportive approach to mentoring students, guiding them every step of the way. “Being a mentor to these guys is so rewarding,” he says. “I had some great teachers when I started, and I have never forgotten that.”
His advice to his younger techs: “One of my former managers told me when I started that a good technician doesn’t know everything, but he knows where to find the right information,” he says. “That’s always stuck with me, whether it be a simple fix or a major service procedure. If you know where to go to get the right information, you can pretty much fix anything.”
Zach Adams is another mentor and master technician for Southland whose pathway to the industry wasn’t typical. After high school, he attended Troy University on scholarship, where he earned a degree in psychology. After college, he decided he didn’t want a traditional desk job. He’d always worked on bicycles and motorcycles growing up, so he leaned into that passion and enrolled at Lawson State Community College’s Diesel Technology program to earn a degree. He started working with Southland right after graduation and has been there for almost a decade.
Being a mentor allows him to share his passion for the work. “For me, a big part of it is teaching these guys how to do things the right way,” he says. ”I was very fortunate to have great mentors when I started here. Passing that knowledge onto the younger generation is pretty special. I am looking forward to the day when I can come to one of these guys to ask for help on something I can’t figure out. They are learning so many things and getting better and better at what they do each day that it’s amazing to watch.”
For students, the opportunity to receive real-time exposure and guidance from industry professionals is invaluable. Take Conner Montgomery, an 18-year-old from Corner High School in Dora, Ala. – he’s been thriving in the program for a year, gaining knowledge and experience that’s shaping his future.
“I was excited when I learned about this program,” he says. “I wasn’t always the most motivated student, but I liked the idea of this program being set up as a work/study opportunity. This was something new to try and a good learning experience for me. I never would have thought I would do this kind of thing, but I am glad I am here. I am excited for the future.”
Another apprentice, Miguel Alvarez, 18, says he can’t imagine doing anything else. He’s gained far more knowledge than he ever expected and has even used some of his earnings to purchase his first car.
“Initially, I started learning to handle transmission work, and I’ve gotten pretty good at it,” he says. “It’s mostly what I do now, but I’ve also learned a lot about diagnosing electrical problems and doing alignment work – more technical stuff. The coursework is pretty well-rounded, and I’m learning a lot. And the money is nice, too.”
Solid Investment
A new whitepaper by Brett Pawlowski of Roundhouse Partnership Solutions, a Charlotte, NC-based think tank devoted to creating and supporting education-industry partnerships, explores how industry involvement impacts employer return on investment (ROI) in early talent development. The study compares the outcomes of students entering high-demand careers with and without industry support.
Without industry engagement, out of 1,000 students with the potential to pursue a high-demand career, only 250 will consider it seriously, and only 80 will seek career counseling. From there, their progress relies entirely on their initiative — any industry exposure comes from experiences they seek out themselves, postsecondary entry is based on independent research, and they lack a structured support network. As a result, only 25 ultimately enter the workforce in that field.
However, with strong industry support, the numbers shift dramatically. Of those same 1,000 students, 600 will seriously consider the career, 250 will actively pursue it, and 80 will enter the workforce.
This success is driven by industry partnerships that foster early engagement, provide career exposure, and offer clear pathways through internships, part-time employment, and ongoing mentorship. Lindsay Trent, co-founder and President of the Next Generation in Trucking Association, a nonprofit promoting trucking careers and training programs for young people, says the message is clear: Businesses that invest in talent development can grow their future workforce and boost their ROI.
“Companies are increasingly lowering the hiring age for diesel technicians to 16 or 17, integrating them into apprenticeship programs and creating a stronger workforce pipeline, ” she says. “If your company still has its minimum hiring age set at 18, it’s time to have a serious conversation with your insurance provider about opening pathways for younger technicians. Opportunities like summer jobs, after-school shifts, and Saturday work are excellent ways to engage young talent while giving them hands-on experience.
“Additionally, many schools provide insurance coverage for students participating in work-based learning programs, making it even easier for employers to offer these opportunities. By being proactive, you can tap into eager, motivated students, introduce them to the industry early, and build a skilled workforce for the future.”
Southland’s Kimberly Guy says she wishes more companies would start apprentice programs. “You know we aren’t concerned about telling our competition about this program and what we’re doing,” she says. “I hope other companies will come up with similar programs. It would only make our (sector of the) industry stronger and better at providing the quality services our customers need.”
Next Gen’s Trent recommends that businesses interested in starting career mentoring programs should contact local school officials to request a meeting with the principal or career coordinator to discuss workforce initiatives.
“If you don’t receive a response right away, don’t get discouraged — persistence is key,” she says. “Follow up and continue reaching out until you connect with the right person who can help move your initiative forward. Often, it’s just a matter of finding the right contact. Keep trying, and don’t give up — the impact on your workforce pipeline will be worth the effort.”
Next Gen Trucking is here to help, too. Trent and her team can provide guidance, resources, and connections to support your efforts in engaging with schools and building the next generation of trucking professionals. For more information, visit www.nextgentrucking.org.
