If you run an own-account fleet, whether that is waste collection, farming, construction or retail distribution, you have the same problem as every haulage firm: not enough qualified drivers. But your fleet is not your main business, so recruitment can easily slip down the list.
This guide explains how own-account fleets can reach the right people and fill driver vacancies with online advertising.
What is an own-account fleet?
An own-account fleet is a set of vehicles a business runs to carry its own goods or do its own work, rather than carrying goods for other people. Examples include bin lorries for a waste company, vehicles for a farm, delivery vehicles for a retailer and lorries for a construction firm.
On the operator licence register, standard licences are held by hauliers, who carry goods for hire or reward, and restricted licences are typically held by own-account operators. That is useful if you are researching who runs fleets in your area.
Why is driver recruitment hard for own-account fleets?
Haulage firms advertise for drivers constantly and have teams who do it every week. An own-account fleet may only recruit a handful of drivers a year, so there is little practice and no standing pipeline.
The wider shortage adds to this. The Road Haulage Association (RHA) said in November 2025 that the UK needs to train about 60,000 new HGV drivers each year over the next five years, and in February 2025 reported that most drivers are aged 50 to 59, with the number of 25 to 34 year olds at a five-year low. Competing for the existing pool of qualified drivers is difficult.
Where else can drivers come from?
The answer is car drivers who are ready to upgrade. Many people hold a car licence, work in jobs with little progression and would consider training for an HGV licence if the route was clear and affordable. A recruitment campaign aimed at them widens the pool well beyond drivers who already hold the right licence.
For an own-account fleet, this is a real option. You can offer the job, the training route and a clear path to a stable role with a known employer.
How does funded training help?
Funding can make an HGV career much more accessible. According to industry reports on the scheme, the Department for Education has funded 90% of HGV Skills Bootcamp training costs for employers with fewer than 250 staff and 70% for larger employers, with some courses fully funded. Eligibility and terms vary, so check the current details with a training provider.
There is also help for younger recruits. From 2026/27, the DfE apprenticeship service says smaller, non-levy employers will have full funding for under-25 apprentices, while levy payers' co-investment drops from 95% to 75%. If your business pays the levy or takes on apprentices, ask what applies to you.
Mentioning funded training in your advert gives people a reason to consider the move. Make sure what you promise matches what you can deliver.
How do you write an advert for non-HGV drivers?
Explain the route, not just the job. A car driver may not know how to get an HGV licence, how long it takes or whether it is affordable. Your advert and landing page should cover:
- The job and the pay
- What training is offered and how it is funded
- How long it takes to qualify
- What the working pattern looks like
- Who to speak to for questions
Be clear about what you will pay for and what you expect in return. If you require a commitment after training, state it openly.
Which channels reach the right people?
Social media is often the best place to start, because you can target by location and reach people who are not actively looking for work. Search ads can catch people already looking at HGV training or driver jobs in your area. Job sites reach active job seekers. A small budget split between channels will show you which brings the best applicants.
How do you make applying simple?
Send people to a dedicated page for the role, not the company homepage. Keep the form short, and make sure it works on a phone. Ask for name, phone number, licence status and location. Then call within hours. Applicants who are new to the industry often need reassurance, and a friendly call can make the difference between an application and a hire.
How do you handle drivers who already have a licence?
Run a separate, simpler advert for experienced drivers, with the pay, hours and vehicle details up front. These candidates are quicker to place but harder to find. Running both campaigns side by side lets you see which route produces hires more cheaply.
How do you measure whether it works?
Track cost per application, the share of applicants who are suitable, the number who start and the cost per hire. For trainee campaigns, also track how many complete the training and stay. If you are comparing with agency fees, work out the full cost of each route.
What should you avoid?
- Promising funding without checking eligibility
- Sending applicants to a page that does not mention the job
- Slow replies, which lose people who are weighing up several options
- Treating recruitment as a one-off, when a steady campaign builds a pipeline
Where to start
Pick one vacancy you expect to fill regularly. Build a landing page for it, run a small campaign aimed at car drivers and another aimed at licensed drivers and compare the results after a few weeks.
44 Tonne builds driver recruitment campaigns for own-account fleets, including the adverts, landing pages and tracking, and can tie them to funded training. If you would like to see what a campaign could look like for your fleet, send us a quote request.