To my way of thinking (having a lot of management/ownership background) it is
- being productive (always a consistent high-miler given ample freight)
- being dependable (once they accept the dispatch, you can sleep that night knowing the load is going to be there and on time)
- having pride in their appearance (clothing style, grooming, hygiene, etc)
- having pride in their trucking abilities (sees a difficult situation, quickly assesses the situation, and effectively deals with situation)
- has good "people skills" (not prone to getting angry easy, can calmly resolve conflict and deal with shipper/receiver personnel, can defuse difficult situations)
- takes care of their truck (keeps it at least mostly clean inside and out)
- does not tear up equipment or others property
- can manage their own time well and is a good self-starter (not one who regularly "sleeps through their alarm". Can see and address minor problems without involving the office/shop management before they become big problems)