Driver Recruitment & Retention: What Today's Carriers Should Consider

Many industries experienced severe disruptions caused by the sudden changes the COVID-19 pandemic triggered in 2020, and did not spare trucking. Shortages and supply chain issues left some carriers with no cargo to transport, while others found themselves slammed by the high levels of demand created by millions staying at home and ordering products online. In an industry already devastated by an ongoing and worsening driver shortage, the pandemic put many carriers into a precarious position.

Now, even though some pandemic disruptions and aftershocks remain, the industry finds itself trying to right the ship once more—but the same labor pressures remain, and keeping driver employment at high levels has proven very difficult. For today's trucking companies, the biggest concerns remain to find qualified candidates, hiring them, and then keeping them on board for the long-term.

How can you succeed at this task today, especially when other companies will be on the hunt for methods they can use, too? Let's break down how a modern driver recruitment process should function and how to make driver retention less of a headache.

The Right Strategy Starts Before the Hiring Process Begins

Before you start fielding applications from drivers, you should take the time to put in place an entirely new framework focused on recruitment and retention. Having this structure in place early ensures consistency and reliability while ensuring applicants don't need to keep track of changing circumstances. This step requires taking a close look at what your business offers to drivers and considering the existing working conditions. Have you received feedback from existing drivers that could reveal shortcomings and areas to improve?

Define what the ideal driver looks like for your business. What level of experience do they have, and what endorsements do they carry on their CDL? What does their motor vehicle record contain, and what else do they bring to the table? What do you expect to find in the results of the background checks of transportation workers? Once you can answer these questions, you can start thinking about what's necessary to entice such an individual to apply and stay on board with you.

Thoughts on Selecting Suitable Candidates for Long-Term Employment

Pre-employment vetting is a critical step in choosing drivers who will be both a good fit with you and safe on the road. Even a highly experienced driver with years in the industry might have a checkered motor vehicle report with recent incidents to consider. Remember, the Department of Transportation requires thorough background checks for drivers—a process that can leave some feeling frustrated and impatient.

Ensuring you can rapidly request a driver's MVR online and a streamlined vetting workflow makes the hiring process more attractive to candidates. When you ensure you'll be able to offer them hours on the road with as few delays as possible, you make your carrier a more attractive workplace. While you should never sacrifice due diligence for speed, you shouldn't overlook the impact that screening delays have on candidate quality.

Lean Benefits Packages Won't Win Friends for Your Business

There's no denying it: today's drivers need more incentives to put in the long hours trekking thousands of miles every week. Looking for cost-cutting measures in employee wage and benefits packages must become a thing of the past if carriers truly want to remain competitive and attract safe, reliable employees. In surveys, drivers almost always overwhelmingly indicate that they see better wages and the opportunity to get on company health insurance plans as the key motivational factors.

Offering retirement plans with 401k matching and thinking about lifestyle perks—such as the "home every weekend" style of schedule—are also important considerations. At the end of the day, it's all about the bottom line: retaining good drivers means paying more.

Foster a Safe and Inclusive Work Environment

Drivers often leave carriers when they feel like the need to move freight and meet deadlines overrides the importance of safety. Stories about being forced to continue driving vehicles with bald tires, unsafe brakes, or poorly maintained engines aren't uncommon. Don't lose sight of the importance of supporting maintenance needs and listening to driver complaints and concerns.

Not every concern will be something you can take action on, but you shouldn't leave drivers feeling unheard and overlooked. Foster a team environment where everyone feels heard and understood.

Don't Be an Aloof Owner

Sometimes, effective retention efforts are as simple as being present and making yourself available to communicate with drivers. Be involved with drivers, come to understand who they are, and take an active role in solving problems and offering solutions to tricky situations. Standing up for your drivers when disputes occur with clients over timing or delivery criteria also contributes to a better work environment where drivers can feel respected and backed up. If you simply publish assignments and sign the checks from a distant office, drivers may start to think they can find the same or better elsewhere.

Incentivize High-Performing Drivers To Continue the Good Work

Rewarding drivers for excellent performance is another perk that may help with improving your retention rates. Some companies partner with service providers to roll out rewards programs that offer points redeemable for items and other perks. Some choose to award bonuses based on performance or safety. Whatever option you choose, make sure your best employees know they've earned your recognition. An appreciated team sticks together longer. Don't let veteran drivers feel like their work and dedication have gone unnoticed.

Improve Driver Technology, But Beware of Going Too Far

Many new technology suites available today can simplify a driver's life. These systems often make it easier to keep track of load assignments, destinations, road conditions, and other elements. Investigating solutions that let you more capably manage your workforce on the road can benefit both you and drivers—creating a more effective and less stressful way of managing a transit company. Beware of leaning too hard on technology, though, especially when it comes to driver tracking and monitoring. Balance the need for safety with ensuring drivers do not feel spied upon or distrusted.

Simplify Training and Support the Re-Certification Process

Drivers periodically need to refresh their CDL training, and most endorsements require re-testing to remain current on proper procedures every few years. For drivers, this process can be a frustrating expense and a time-consuming effort. Consider providing incentive programs where the carrier supports re-certification with paid time off or covers any related processes' costs. This effort benefits both you and the driver: you enjoy knowing your drivers still have the qualifications you need, and drivers see that you're willing to invest in them.

Planning for the Future of the Trucking Industry

Providing incredible value to the economy and acting as a critical backbone of infrastructure, trucking isn't going away any time soon—but neither are the employment challenges facing the industry. As efforts to boost the number of CDL holders continue nationwide, carriers today must explore solutions and invest in strategies that yield reliable new hires that turn into dedicated long-term employees. From improving compensation packages to supporting drivers at every step, the right steps will yield better outcomes and a stronger foundation for growth.