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.
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.
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