Finding great drivers is tough. These days, retaining them is even harder. With annual driver turnover nearly 100 percent and a growing driver shortage, fleets are scrambling to keep their trucks moving.
Many commercial drivers change employers for better compensation, perks, or hours. But beyond continuously raising wages, how can fleets retain their top drivers?
Employee engagement is the answer. Engaged drivers are better, safer employees—and more likely to stick around. Gallup cites 25 percent lower turnover among engaged employees, with a 70 percent decrease in employee safety incidents among highly engaged departments. Here are five methods of engaging drivers to keep them moving your fleet.
1) Connect safety with culture to boost driver retention
Building a safety culture that engages drivers on their daily routes is a great place to start. Emphasize how their actions matter. Make it clear that safety is your top priority, and invest in compliance and coaching rather than paying regulatory fines. Connecting the dots between drivers’ safe behavior and the fleet’s reputation and bottom line can help.
At Waste Connections, for example, the safety culture touches every crevice of the company, with safety rodeos and personal notes from fleet leaders. The company uses the Lytx DriveCam® safety program to identify risky behaviors and coach drivers. The result? Drivers improve their skills and behavior—and earn a coveted invitation to popular safety rodeos. The company even involves drivers’ spouses and children in their safety efforts, including a program aimed at teen drivers.
2) Celebrate performance
Driver retention starts with acknowledging a job well done. According to Freight Waves magazine, the average cost of driver turnover is $11,500 per driver. But did you know that drivers who feel appreciated and rewarded are more likely to stick around? So don’t be afraid to set metrics or milestones for drivers and offer meaningful incentives. Tying performance to data-driven, objective measures such as consecutive collision-free days, coaching effectiveness scores, or safe miles driven can motivate and incentivize drivers. Another option is to reward drivers for improving unsafe habits, idling less, or minimizing downtime. Consider a “driver of the month” or year program to recognize top performers. And make sure positive customer feedback makes it to drivers (and their managers).
3) Ask for—and act on—driver feedback
Like employees everywhere, drivers want their voices heard. But communication from the road is trickier than around an office. Consider overcoming this challenge by establishing clear communication channels for drivers to share their ideas and feedback and encouraging a dialogue during coaching sessions. When you engage drivers as partners in problem solving, it can make them feel like active contributors to the company. Share how you’re applying their feedback—and better yet, the impact of changes they inspired. Larger fleets can even consider creating a committee that discusses and prioritizes peer input. Efforts like these can improve driver retention in the long run.
4) Build a true team
Revamp your onboarding program to connect new drivers with your values, policies and expectations. Take the time to nurture new relationships or ask drivers about their career goals and desires. Consider integrating new drivers with existing teams, and pair each new driver with a peer who has some tenure. Create groups of drivers with similar roles (e.g., cargo types, geography, etc.) so they can swap experiences. When setting performance goals, blend individual and team metrics to inspire some friendly competition.
5) Embrace technology
New rules such as the ELD mandate require drivers to keep closer tabs on their hours than ever before. Don’t let drivers get stuck with outdated methods. Invest in technology that makes drivers’ daily routines easier, safer, and more productive. For example, Lytx RAIR® can help track drivers’ hours of service, while fleet tracking can identify trends that can lead to more efficient routing, saving fleets time and money. Smarter routing and scheduling can bring drivers home sooner with more efficient trips, too. Drivers who get home more often are more satisfied, so using a fleet tracking system that blends GPS and mapping data can help in driver retention.
Technology can also help drivers feel more supported. The DriveCam® safety program, for example, gives drivers the opportunity to improve their skills through coaching sessions while retaining their jobs over the long run. The program cultivates the driver-coach relationship and helps build trust on both sides. And when drivers feel their fleet has their back, they’re more apt to stay.
Investing in engagement can be more cost effective than recruiting new drivers. Ready to start improving your own driver retention rate? Check out our Seven Steps to Incentivizing Your Fleet to Drive Safely.
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