As the trucking industry continues to face a severe driver shortage, it's more important than ever for trucking companies to retain their current drivers. According to research by the University of Notre Dame, the number one reason that drivers consider leaving their carrier is due to unfulfilled promises made during the recruiting and orientation process.
So, how can trucking companies ensure that they are meeting the promises they make to their drivers? First and foremost, it's important for operations, maintenance, and recruiting to work together to clearly define the promises that the company can realistically make to prospective drivers. This may include things like home time, geographic restrictions, driver pay, assignment to certain fleets or types of driving, or even the amount of time the driver can expect to have maintenance issues resolved.
Once these promises have been established, it's important for trucking companies to make sure they are being kept. One way to do this is by communicating the promises that have been made to each driver with the operations and maintenance teams. This way, these teams can have a clear understanding of the promises that have been made and work to ensure they are being upheld.
To measure how well the company is doing at keeping its promises to drivers, data analytics can be used to track performance at the driver, driver manager, planner, terminal, division and company level. Any exceptions to the promises made should be addressed through coaching and counseling, changing operational processes to better keep promises or by revisiting and potentially changing the promises that are being made to drivers. Regardless, it is critical that promises are kept.
By taking these steps, trucking companies can work to improve driver retention and address a top reason for driver turnover: unfulfilled promises. In an industry where driver shortage is a major concern, retaining current drivers is critical. By managing and measuring the promises made to drivers, trucking companies can work to improve retention and ensure that they have a stable and reliable workforce.
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