Does Your Company Brand Attract Quality Drivers?

The American Transportation Research Institute (ATRI) publishes a top ten list each year of industry concerns based on surveys conducted with trucking executives. Driver shortage and retention are two related issues which have appeared on the ATRI list for many years and are issues every motor carrier faces. Recruiting and retaining quality drivers seems to be a never-ending process.The ability to attract and retain quality drivers offers a distinct competitive advantage. Successful motor carriers realize driver retention and recruitment directly impact profitability, safety performance, improved morale, and operational excellence. One key factor to their success is how they market their company brand.

A company’s brand, much like the products it hauls, is what sets a motor carrier apart from the competition. Products and services are often selected based on the buyer’s clear expectation of quality and performance. Drivers look at motor carriers the same way. Whether it is from word of mouth, the company webpage, social media sites, or the condition of equipment on the road, a motor carrier’s company brand can either attract or deter quality drivers from applying and/or staying.

Dealing with the daily challenges of running a successful trucking company can make it difficult to identify opportunities for improvement and to find the time necessary to address branding issues. Successfully improving driver recruitment and retention begins with an honest and accurate assessment of current operations and business practices. A few branding questions to consider are:

Are your social media efforts generating applications from quality drivers?

Besides advertising sign-on bonuses and pay-per-mile incentives, leverage social media to emphasize what makes your fleet special and target the cream of the crop.

Is there an open line of communication between drivers and management?

Helping a driver resolve an issue or conflict while on the road can go a long way to building company loyalty and establishing a strong, employee-focused culture. Social media is another way to engage drivers and help them feel like they are part of the company even though they spend little time at the terminal.

Are pay and benefits competitive with other motor carriers?

According to the Small Business Administration, employees who receive benefits are about 26% less likely to quit in a given year than those who do not.

Is the company invested in training and career development?

Establishing a reputation as a company that cares enough to provide training that develops promotable employees is great for recruitment and retention. It also helps drivers feel engaged in efforts to improve operations, safety, and, ultimately, the bottom line.

Call to Action

Develop a comprehensive onboarding program for new employees.
Determine if compensation and benefits packages are competitive.
Create corporate social media sites designed for recruiting and retaining quality drivers.
Implement a driver mentoring program.

The information in this article is provided as a courtesy of Great West Casualty Company and is part of the Value-Driven^® Company program. Value-Driven Company was created to help educate and inform insureds so they can make better decisions, build a culture that values safety, and manage risk more effectively. To see what additional resources Great West Casualty Company can provide for its insureds, please contact your Safety Representative, or click below to find an agent.

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This material is intended to be a broad overview of the subject matter and is provided for informational purposes only. Great West Casualty Company does not provide legal advice to its insureds, nor does it advise insureds on employment-related issues. Therefore, the subject matter is not intended to serve as legal or employment advice for any issue(s) that may arise in the operations of its insureds. Legal advice should always be sought from the insured’s legal counsel. Great West Casualty Company shall have neither liability nor responsibility to any person or entity with respect to any loss, action, or inaction alleged to be caused directly or indirectly as a result of the information contained herein.