Liquid Trucking recently launched a podcast that delivers safety information, interviews with staff members, and employee profiles as part of an effort to boost driver recruitment and retention.
The first episode, created in partnership with Bulldog Works, quickly gained significant traction, and Liquid Trucking now generates over 1,700 weekly downloads, according to a news release. That success led to a 50-50 joint venture between the tank truck carrier and Bulldog Works intended to bring the model to fleets nationwide.
“Driver recruitment today isn’t about flashy job ads. It’s about building authentic human connections,” Jason Eisenman, Liquid Trucking vice president of safety and HR—and now COO of Bulldog Works—said in the release. “We’ve built something bold, creative, and effective.
“Now we’re ready to scale it.”
Liquid Trucking, based in Plattsmouth, Nebraska, hauls agricultural and food-grade products and hazardous materials with a 225-truck fleet. The carrier’s new podcast features authentic, story-driven content, including candid conversations with drivers, dispatchers, and company leadership that provide a genuine look inside the fleet’s culture and day-to-day operations.
The podcast approach can help fleets lower cost-per-hire, and improve long-term retention, added Bulldog Works, which now plans to launch 100 driver-focused podcasts by 2028.
“Drivers trust real voices, not scripted ads,” Bulldog Works CEO Grant Stanley said.