Launch of groundbreaking campaign reveals logistics recruitment opportunity

A Government and logistics sector partnership sees the launch of an exciting new campaign – Generation Logistics – which aims to tackle the industry’s long term recruitment issues and future-proof the industry’s talent pipeline.

Government and logistics sector partnership launches Generation Logistics campaign to tackle long term recruitment issues and future-proof talent pipeline.

Sponsored by the DfT alongside companies from all sides of the industry, Generation Logistics will raise awareness of an industry often overlooked by those seeking employment and challenge their pre-conceptions about what working in logistics can offer. 

“Our research has revealed that 90% of the population has never considered working in our industry,” says Phil Roe, President of Logistics UK which has been leading the development of the campaign. “Yet it employs over 2.6 million people. At a time when recruitment of new staff has never been more difficult, this campaign will lift the lid on the opportunities which logistics has on offer and encourage workers of all ages to investigate the careers which our businesses can provide.”

Making it easier to start a logistics career

Starting with a focus on young adults aged 16 – 24 years, the campaign will then target other potential employee groups, including career switchers and maternity- or paternity-leave returners. Generation Logistics centres on a new platform designed to highlight the many benefits of working in the industry and outline how logistics roles can, and do, meet the highest priorities of the next generation of workers. This site will offer an online hub full of resources, learning materials and job openings, alongside partnerships with leading industry bodies, trade associations and vital core businesses across all freight modes including Amazon, DHL, Stobart and Tesco PLC.

The campaign’s organisers are confident that Generation Logistics will make it significantly easier for people to kick start their career in the industry and future-proof the sector’s workforce.

Time to engage

“The pandemic shone a light on the logistics industry underlining the importance of our staff as key workers and the critical role our sector plays in everyday life,” Phil commented. “With that in mind, it’s crucial we do all we can to engage with the next generation right now to encourage them to bring their talents to our industry.

“We are hoping to puncture some of the myths around the sector, and provide a clear, practical pathway for those who want to explore whether a career in logistics could be for them – from truck drivers through to data scientists, robotics engineers and everything in-between.”

Transport Minister Karl McCartney said: “The last few years have shown how crucial our logistics sector is to both the economy and our daily lives. That’s why we put 33 measures in place to help tackle the effects of a global driver shortage. Since then, the sector has started to recover, and industry bodies are reporting positively on the number of HGV drivers stabilising.

“The Generation Logistics campaign, backed by Government funding, will support the sector to grow from strength to strength, helping to recruit and retain a skilled workforce and shift perceptions of the industry. I’d encourage people from all walks of life to seriously consider kickstarting a rewarding and exciting career in logistics right now, with a wide range of opportunities on offer.”

A career for everyone

Bethany Windsor, programme manager of Generation Logistics, added: “Filling roles in logistics is a challenge, as many people do not know we exist, or appreciate the breadth of jobs available. Through Generation Logistics, we will raise awareness of the many opportunities on offer and highlight the accessibility of those opportunities across all ages, locations and educational backgrounds.  The logistics sector keeps Great Britain moving and there truly is a career within it for everyone – we’re looking forward to sharing them over the next 12 months!”

For more information about the campaign, please visit: Those interested in becoming a Generation Logistics sponsor, please visit