Date: 05.10.2022

Generation Logistics – a future career in the freight forwarding sector

An initiative by members of the logistics sector, trade associations and the Department for Transport (DfT), Generation Logistics launched this summer aims to build on the sector’s pandemic-linked profile boost and tackle the industry’s long-term recruitment issues. 

Logistics providers played a critical role throughout the COVID-19 pandemic, delivering PPE, maintaining the global flow of essential goods and providing essential services – as key workers – during this most challenging time in our history.

By raising awareness of an industry often overlooked by those seeking employment, Generation Logistics will highlight the accessibility of those opportunities across all ages, locations and educational backgrounds.

Despite the sector’s high profile during the pandemic and employing over 2.6m people, the campaign’s research shows that 90% of the country has never considered a career in logistics.

The DfT has put £345,000 into the campaign which will be based on a new web portal carrying careers advice as well as job vacancies and will focus on demographic areas deemed to be “inclined towards taking up a role in logistics”.

Industry supporters have contributed an additional £350,000 and the campaign is backed by 24 private sector sponsors and 15 trade bodies including the RHA.

A particular focus for the campaign will be positively changing perceptions currently surrounding the logistics sector and – as a priority – addressing the shortage of skilled staff in roles like technicians, mechanics, warehouse staff and in new technology such as robotics and automation.

Generation Logistics is aimed at 16 to 24 year olds wanting to join the industry at any level from entry to degree, by showcasing the different career opportunities and roles that are available in the logistics sector. 

One barrier to recruiting and training new talent for the industry has been a lack of suitable apprenticeships, but the logistics industry has now paid £700m into the Apprenticeship Levy and drawn out just £150m. Generation Logistics is a way of bringing more people into the industry.

The Department for Education (DfE) has also allocated £34m to fund skills bootcamps for HGV driving, though there have been fears that money might be being wasted due to DVSA bottlenecks in HGV driving tests.

Using a host of media tactics, and with a comprehensive information and recruitment hub hosted online, Generation Logistics is set to challenge perceptions about the opportunities which the industry provides.

Backed by businesses and trade associations from across the sector, supported by funding from the Department of Transport, the campaign is set to raise awareness of the roles available with groups that are currently under-represented in the industry, including those returning to work after a career break or those hoping to switch roles to a longer term career.

To help raise awareness the campaign is engaging multiple social media channels, including LinkedIn, Twitter, Facebook, Snapchat and TikTok – search @GenerationLogistics or visit the hub at

We are committed to attracting and developing the careers of the next generation of forwarding professionals. 

Our training team helped design the 1st International Freight Forwarding Specialist Apprenticeship and now operate one of the most established apprenticeship programmes in our sector.

Working directly with universities, we offer comprehensive undergraduate placements, for students to experience the world of freight forwarding and join an expanding pool of potential post-graduate recruits.

We maintain personal development plans for all our personnel, to reach their potential and our Training & Career Development Manager, Colin Smith, leads the regional Young Forwarder Network for BIFA.