Three actions to retain drivers when freight slows
Recruiting and retaining truck drivers will remain challenging in 2023.
Freight tonnage has increased in the last three months, per an American Trucking Association (ATA) report, but well below 2021 levels. Freight rates and miles have decreased for many carriers in later 2022 and early 2023 per the ATA.
Drivers who are paid by the mile feel the effects of slower freight in their paychecks and cause them to look for another job. Consider these three actions to retain drivers:
1. Emphasize recognition and empathy,
2. Keep pay consistent, and
3. Offer a career path.
1. Emphasize recognition and empathy
Drivers want recognition for excellent work. Workhound conducts anonymous driver surveys. The latest Annual Trends Report for 2022 showed that praise was the number one theme. Drivers were also quick to praise the people who supported them.
The Workhound survey shared three keys to retention:
1. Respond promptly – Responsiveness shows respect for the driver and their time.
2. Show empathy – Each person should be empathetic in daily conversations.
3. Act on feedback – Make changes when possible and communicate actions.
None of the above keys cost money and can improve retention.
Monitor electronic and verbal communication between support people and drivers for mutual respect and recognition and coach accordingly.
2. Keep pay consistent
An ATA study showed that annual driver wages increased 18 percent from 2019 to 2021. The median truckload driver wage was $69,000 in 2021.
However, a recent National Transportation Institute (NTI) driver pay study found that uncompensated delays and inconsistent paychecks chase drivers away from carriers. Drivers paid by the mile and without guaranteed minimum pay struggle to pay bills when freight slows or severe weather hits.
Consider implementing hourly pay or a minimum guaranteed pay based on a driver’s availability to work.
NTI found that a hybrid plan of activity-based pay and detention for non-driving work, when combined with mileage for long-haul driving, is effective.
3. Offer a career path
Some of the best drivers leave their companies to improve themselves. An advancement program can improve driver retention. Consider formalizing driver career path options such as:
Master driver or mentor – Drivers who complete additional training and can also mentor drivers. Examples of training include:
- Defensive driving, including skid-pad skills, and
- Advanced driver assistance systems expert.
Committee representative – A committee member to help gather driver input on select issues, review accidents and recommend countermeasures, develop policies and procedures, and improve retention.
Driver or yard trainer – Drivers familiar with company processes and possessing training skills but not at the Master Driver level.
Safety coach – Drivers with advanced skills and experience who serve as dash cam video-event coaches.
Dispatch trainee – A driver with sufficient computer skills and interest in working as a dispatcher. This role can be full-time or a periodic rotation between driving and dispatching.
Key to remember: Carriers should consider driver retention actions beyond increasing pay, especially if business slows.