In this episode, we sit down with Mark Colson, president and CEO of the Alabama Trucking Association, a longtime partner and champion of one of the state’s most essential industries. With more than 32,000 trucking companies and 130,000 Alabamians moving goods across the state, Mark offers a look at the people who keep communities running every day and the stories behind the wheel. His enthusiasm for elevating trucking as a meaningful, accessible career path comes through, making this a conversation that goes beyond logistics. If you’re curious about the impact and opportunities in this industry, be sure to listen.

Insight: Workforce strategy starts with perception

Workforce challenges are often framed as a numbers problem. Not enough applicants. Not enough awareness. Not enough training. But in many industries, the real barrier shows up earlier.

Perception.

As Alabama Trucking Association President and CEO Mark Colson shared on TalentWise, “If I can leave a conversation and someone walks away with a better understanding of this industry, then I’ve done my job.”

For industries like trucking, the challenge is not just connecting people to jobs, it’s helping them see those jobs differently in the first place.

That means moving beyond job descriptions and requirements. It means showing the people behind the work, the pathways into the industry, and the real impact those careers have on communities and families.

It also means acknowledging complexity. Career paths are not always linear. Entry points are not always obvious. And without clear, trusted information, even motivated candidates can struggle to take the first step.

The most effective workforce strategies invest in storytelling, build clear pathways, and create systems that help people understand not just what the job is, but how to get there and why it matters.

This insight comes from our conversation with Mark Colson on Season 2 of TalentWise, where he shares how storytelling and perception are shaping the future of workforce development in trucking.