6 Ideas for Improving Driver Retention

Quick Summary:

• Driver retention continues to be a concern for fleets, despite driver wage rates increasing over the last few years.
• Fleets can explore ways to make their fleets more attractive to drivers, including improving transparency and communication, adding more soft benefits, and demonstrating a commitment to collecting and acting on driver feedback.
• Fleet metrics are a useful tool in finding patterns relating to driver attrition, helping fleets address issues that cause drivers to consider leaving.

Fleet managers across the industry continue to wage a battle against driver turnover. Unfortunately, according to the National Transportation Institute, commercial driver turnover is expected to remain elevated through 2025 and could worsen if the freight market enters an inflationary phase. The latest ATRI Operational Costs of Trucking report suggests that even though driver wages increased by 7.6% since 2023, fleet turnover rate worsened in 2023, suggesting that the key to improving retention is more complex than just pay rates.

So, what are some ways fleets can actively improve driver retention and attract and retain the best drivers to their teams? Below are six ideas to help in your efforts.

1. Set (and Meet) Driver Expectations

Disappointment comes when things don’t happen as you expect; nip this in the bud by being very clear about driver expectations from the moment of hire, and then be sure to keep your end of the bargain. This might mean creating a “driver alignment form” that explicitly outlines your expectations for drivers, from the most mundane to the more complicated situations. Have your drivers sign the docs to show they have read and understand them, and allow them to ask any clarifying questions. 

Be sure you then adhere exactly to these guidelines on your part, such as how and when they will be paid, the amount of time home vs. on the road, performance reviews, and more. Setting and meeting your expectations reduces elements of job dissatisfaction by improving transparency.

2. Open Lines of Communication

Drivers need to feel they are being heard and valued for their input and expertise. Opening channels of communication without risk of reprisal makes it easier for drivers to share their concerns or ideas, increasing their buy-in to the company's success. Consider an anonymizing tool like an online survey, or host town hall meetings, or input committees. 

Another important element is ensuring the fleet demonstrates it is serious about implementing feedback when possible. How long is the lag time between when a practical suggestion is submitted and when the change occurs? Or if it can’t be immediately implemented, how does fleet management respond and keep the driver updated on progress?

Some fleets take the open-door policy a step further by offering drivers a “Golden Ticket” that allows them a “skip level” meeting with a higher member of management if it's ever needed. Others offer specialized training to dispatch and frontline leaders to ensure more positive interactions with drivers. Consider what works best with your corporate culture and make sure you keep your promise to listen with an open mind and take the feedback seriously. 

3. Employ Positive (Not Just Negative) Reinforcement

An important way to support a culture of collaboration is to invest effort in recognizing positive performance, rather than just punishing poor habits. Everyone likes to be appreciated, and communication from management should not just come when something has gone wrong but also to recognize good performance. 

Your fleet’s telematics tools can help you monitor routes in real-time, allowing you to recognize things like defensive driving and smart driver habits. Reviewing driver stats over time can help you create “leaderboards” with certain habits you’d like to promote; these lists can then be used in incentive programs or simple recognition, like a call from leadership, a gift card, or a notification in fleet breakrooms. 

Employing friendly gamified competition for your drivers can go a long way in spreading positive driver habits while adding some fun to a driver’s daily routine. Since studies show that the average cost to replace a driver is more than $8,000 each, the expense you spend in small rewards pales in comparison to the cost of replacing veteran drivers who do not feel appreciated or valued. 

4. Keep Your Fleet in Top Shape

Commercial drivers want to feel safe in what they drive; it doesn’t hurt if they can feel proud when stepping out of a clean, well-maintained rig as well. Ensuring that your vehicles are in top shape conveys a sense of fleet pride and an awareness of driver safety and comfort. Also, look for ways to implement new in-cab technologies that are easy to use but also make drivers’ jobs more efficient. Employ preventative maintenance schedules for your fleet, and make it simple for drivers to report any equipment concerns from the road (and ensure prompt follow-up from management or maintenance).

Drivers talk to drivers, and building your fleet’s reputation as one that provides well-maintained and updated rigs will help you attract and retain the best drivers. They’ll feel confident climbing into the cab knowing their chances of safely completing their route are as high as they can possibly be. 

5. Review Your Soft Benefits

Compensation will always be a top consideration for drivers, and it is important that your pay scale aligns with your peers'. But for many drivers, the difference may be the added benefits, such as health care for their families or retirement plans. Consider affordable add-ons, such as gym memberships, mental health support, and other benefits that promote your team's physical and mental well-being.

Other soft benefits, like an annual company picnic or holiday party, can build company traditions and keep drivers looking forward to next year’s event, giving them more motivation to stick around. Special bonuses for top performers, or personal notes of recognition for marriages, new babies, or life changes, show that managers know and appreciate drivers as people. Again, the cost you spend proactively on retention efforts does not compare to the high cost of losing a driver and having to recruit, hire, and train a new one.

6. Utilize Your Own Fleet Data

If you’re looking to increase your retention efforts, consider mining your existing fleet data for deeper insight. Review as many driver exit interviews as possible to identify any trends. Is there any connection between turnover rates and freight demands? Average miles required for each route? Route patterns and delivery efficiency? Does a certain section of your business struggle with retention more than others? You have a wealth of information at your fingertips, and fleet management tools can automate the process to make insights more obvious and actionable.

Additionally, as you’re implementing new programs and processes, be sure to track your retention metrics. Perhaps you’ve established driver satisfaction metrics based on regular internal surveys or feedback in driver performance reviews. Whatever you choose, be sure to consistently track and review them so you can pivot efforts as needed.

Fighting the Battle Against Attrition

Driver retention is a systemic problem affecting almost all fleets across the industry. While it may remain a concern for years to come, these practical steps can help your fleet mitigate it as much as possible within what you can control. Investing in short-term retention strategies can help reduce the high cost of driver turnover in the long term and make your fleet a place where drivers want to come – and stay – for years.

Learn more about the full suite of fleet management tools from Platform Science that help drivers thrive in your fleet, or schedule a demo now.