In the trucking industry, retaining skilled drivers is a challenge that directly impacts the success and stability of fleet operations. Mark Murrell, co-founder and president of CarriersEdge, offers valuable insights into driver retention strategies honed through years of analysis in the “Best Fleets to Drive For” program. Drawing on extensive experience, Murrell outlines three fundamental areas fleets should focus on to enhance driver retention.
- Valuing Driver Feedback
The cornerstone of retaining drivers lies in genuinely listening to their experiences and opinions. Murrell emphasizes the importance of moving beyond the superficiality of an open-door policy to actively seek out drivers’ perspectives on what’s working and what’s not within the fleet operations. Leadership must not only solicit this feedback but also demonstrate a commitment to acting on it. By addressing drivers’ concerns and transparently communicating about the changes made or the reasons certain suggestions cannot be implemented, companies can foster an environment where drivers feel valued and heard.
- Balancing Technology with Personal Communication
In recent years, there’s been a tendency to lean heavily on technology for evaluating driver performance and collecting feedback. While technological tools like survey apps and automated scorecards are useful, Murrell warns against over-reliance on them. He advocates for balancing these methods with personal, live interactions—whether in-person, over the phone, or via video calls. The COVID-19 pandemic accelerated the shift towards digital communication, underscoring the need for a human touch in conversations to maintain strong relationships and collaboration within the company. Personal interactions are crucial for making drivers feel genuinely connected and appreciated.
- Learning from the Industry
Lastly, Murrell advises fleet executives to look beyond their operations and observe industry-wide practices related to driver recruitment and retention. Understanding how other companies approach performance management, driver coaching, social activities, and operational strategies can provide valuable insights. Executives don’t have to navigate the challenges of driver retention in isolation; often, other fleets have devised effective solutions that can be adapted to their context. Murrell notes that while fleets may be competitive, many are open to sharing non-financial aspects of their driver programs, contributing to a collective effort to improve the industry’s working conditions.
Implementing these strategies requires a proactive and thoughtful approach, focusing on creating a supportive and responsive environment for drivers. By valuing direct feedback, ensuring personal communication, and learning from industry peers, trucking companies can significantly enhance their driver retention rates. This not only benefits the drivers but also contributes to the overall success and sustainability of the fleet operations.
Source:
https://www.truckinginfo.com/10219052/3-things-to-focus-on-to-retain-truck-drivers
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