6 Tips for Creating a Driver-Centric Program 

With the competitive state of the market, carriers need to look beyond the basics and ask, ‘how would I feel if I were working for me?’ It’s not enough for drivers to know what you have to offer as far as pay, time off bonuses, and healthcare. They want to work for a driver-centric program where company values and the welfare of drivers are at the forefront. That means as a carrier, you need to build a culture where truck drivers want to work. It may be cumbersome in the upfront and you won’t see results right away, but trust us when we say that if a carrier takes the time to impact and influence their culture, it will affect the bottom line for years to come. 

1. Host regular town halls.

With the isolating nature of the job, hosting a town hall through Facebook live or Zoom can be a powerful way to make your truck drivers feel united. A great way to maximize this time is to send out anonymous surveys ahead of time so you can address common concerns and express expectations with the larger group in the town hall. Some questions you could ask are: are you getting home at the actual time you need to be home? What does that home time look like? These surveys can really help you keep connected with your driver and give you insight into exactly what their journey has looked like.   

2. Safety first. 

When it comes to showing you care about the welfare of your drivers, safety says it all. You’ll want to start by taking a look at your fleet. What’s your maintenance program like? How often is your fleet serviced? Are vehicles taken care of? Are you guiding your drivers to safe truck stops? This is especially important for female drivers. You can even take it a step further by developing courses or safety simulators for your onboarding program to make sure drivers are the right fit before they get behind the wheel of your truck. 

3. Define your company values. 

Your drivers are out on the road representing your company. That means without clear goals or values in place, your driver won’t know what you stand for. If you take the time to clearly define, outline, and communicate your values —your drivers will then feel empowered to make good decisions on behalf of the company while on the road and be proud to contribute to the company’s vision. 

4. Lead with empathy.

Mental health challenges have increased throughout the ongoing pandemic and the trucking industry is not immune to that. Empathy can go a long way to connecting with your drivers. They meet many challenges on the road like burnout, loneliness, and work-life balance— so it’s important to get to know each individual and their situation. This means asking basic but personal questions like if they have kids, who their partner is, and if they’re currently facing any hardships, like a loved one in the hospital. If you’re having a slow week, have the executive team or CEO call drivers and check in with them. A quick phone call when a driver is going through a hard time can go a long way. 

5. Fuel positivity through recognition. 

Recognition helps drivers feel valued. Drivers want to feel as if they’re a priority in your organization and more than a number. Take a look at how you appreciate your current drivers. Do you have a driver of the month program? Do you host regular company BBQs or outings? Do you bring donuts to the driver break room on Friday mornings? If you’re already doing these things, that’s fantastic. Now it’s time to amplify the recognition through social media posts. Not only will it allow drivers to connect and engage with one another, it also shows prospective drivers how you treat your fleet — making it a valuable recruitment tool.  

6. Seek diversity & inclusion.

Carriers who do not seek diversity and inclusion in their fleet will not survive this driver shortage. As the older generation of drivers (primarily white males) begin to retire, it’s time to make room for a new generation. That means prioritizing safety, embracing technology, and being open to a diverse group of candidates. More importantly, a diverse workforce can better serve a diverse customer base. 

Ultimately, drivers seek jobs where they can find personal fulfillment and a sense of belonging,  not just job satisfaction. We promise that if you take the time to build a culture-driven workforce, you’ll start to attract and retain more quality drivers. If you’re looking for guidance on how to take a more driver-centric approach to your company culture, KJ Media has 15+ years of driver recruiting experience. Reach out today.