Carriers Must Look Beyond Pay to Attract Drivers, Data Shows

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Trucking corporations are more and more elevating pay to fight driver capability points,- however on this extremely aggressive surroundings that alone will not be sufficient.

“There is no such thing as a doubt that it is a robust driver market, from each a recruiting and retention standpoint,” stated Scott Dismuke, director of operations on the Skilled Driver Company. “These carriers that proactively talk with their drivers and try to cut back frustration and reduce a driver’s time within the store are the perfect ready to maintain drivers throughout this time.”

The PDA second-quarter driver information report, launched July 21, discovered that tools was an important subject with 34% of drivers saying it was a prime concern. That was adopted by compensation (24%), operations (13%) and residential time (9%). Tools and compensation have been the highest points for six consecutive quarters.

PDA Q2 2021 DataRunDown by Transport Topics on Scribd

“If a driver is constantly within the store for breakdowns, they don’t seem to be logging miles,” Dismuke stated. “If they don’t seem to be logging miles, then they don’t seem to be making the pay that an organization guarantees. So, an tools subject for the motive force this week turns into a compensation drawback for a driver subsequent week.”

The coronavirus pandemic ushered in an particularly troublesome time for driver recruitment and retention. Freight demand has been excessive, however there haven’t been sufficient drivers. Driver coaching teacher Tony Hardy believes pay is necessary, however so, too, are the advantages and drivers feeling revered.

Tony Hardy

Tony Hardy (Wayne Group School)

“Firm advantages, I believe, is a giant one, being greater than only a quantity,” Hardy, who heads a course at Wayne Group School in Goldsboro, N.C., instructed Transport Subjects. “I believe the very first thing that grabs their consideration, clearly, is pay. Then they’ll begin longevity, the advantages that the businesses have and so forth and so forth.”

Hardy requested his college students earlier than being interviewed what would make them stick with an organization apart from pay. He stated they responded with advantages, insurance coverage and treating the drivers nicely. He famous pay could be the very first thing drivers discover, but it surely received’t essentially be what makes them choose or stick with a service.

“I believe so far as No. 1, respect for the drivers,” Hardy stated. “From an organization standpoint, I’m going to verify I do issues proper. Ensuring my vans are clear so individuals get to see good clean-looking tools, ensure that I’ve received a great upkeep program.”

Hardy added that it’s additionally about constructing a status for respecting drivers — being often called the service that treats them proper and will get damaged tools taken care of rapidly.

Shelley Morton


Fleetmaster Categorical is one such service that has labored to domesticate such a tradition and status.

“We glance inside and we discuss to plenty of drivers, and we decide what drivers need,” Shelley Morton, supervisor of recruiting at Fleetmaster, instructed TT. “What drivers are in search of, not essentially pay. We’re typically up towards different corporations and their pay scales. We hear plenty of corporations growing their cents-per-mile twofold.”

Fleetmaster focuses on advantages, paid holidays, giveaways, communication and residential time. The corporate leaders imagine that whereas pay is necessary, the larger focus is on making a supportive surroundings for drivers and their households.

Travis Smith


“We most likely put extra sources towards creature comforts, high quality of life and driver satisfaction than what we do on pay” Fleetmaster Chief Working Officer Travis Smith instructed TT. “As a result of we don’t really feel like pay is the end-all, be-all.

“Pay is one piece. Pay could entice a driver, but it surely doesn’t essentially retain them. Anyone can supply a penny extra, however how do you deal with them? Respect might be one of many greatest issues.”

Smith added that the administration group is obligated to supply drivers with the perfect instruments doable to do their job efficiently. Which means leveraging expertise and automating processes to make on a regular basis duties simpler.

Avi Geller


Maven Machines CEO Avi Geller echoed the significance of expertise. His firm gives fleet administration and transportation dispatch software program.

“It’s much more aggressive than ever to attempt to entice drivers,” Geller instructed TT. “It’s undoubtedly past pay and advantages, which after all are necessary, however more and more there’s an enormous impact on the flexibility to retain and entice drivers by the expertise that they’re given.”

Geller stated that expertise reminiscent of cellular purposes may also help drivers with most every thing they do outdoors of really driving the automobile. That features navigation, inspections, dispatch, discovering masses and getting paid. He famous the extra streamlined and unified these processes are, the better it’s for drivers.

“It removes plenty of frustration and issue,” Geller stated. “It makes the standard of life being a driver more and more better. And that could be a substantial consider drivers staying with a selected firm and in staying within the trade altogether.”

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