5 Retention Metrics You Should Actually Be Tracking

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Many trucking companies measure turnover as their primary gauge of retention success. While it’s an important indicator, turnover alone doesn’t tell the full story of driver satisfaction or the overall health of your company culture.  

 

Relying solely on turnover rates can hide deeper issues, such as engagement, communication, and growth opportunities, which can all influence why your drivers stay or leave. 

 

If you want to build a truly sustainable retention strategy, it’s time to track metrics that go beyond basic numbers. Here are five key retention metrics that reveal the real drivers of long-term success. 

 

Retention Rate 

Retention rate may sound like the flip side of turnover, but it paints a more optimistic and actionable picture. Instead of counting who left, retention focuses on who stayed and for how long. 

 

How to measure it: Divide the number of drivers who remain employed over a certain period (such as one year) by the number of drivers employed at the start of that period. 

 

Why it matters: Tracking retention rate over time helps you understand which efforts, like pay adjustments, home time improvements, or communication initiatives, are keeping drivers engaged. For example, if your retention rate improves after introducing a driver mentor program, you’ll have measurable proof that the program is working. 

 

Early Tenure Turnover 

Turnover within the first 90 days is often the most expensive and disruptive kind. Early tenure turnover also shows how well your onboarding and orientation processes are working. 

 

How to measure it: Track how many drivers leave within their first 30, 60, or 90 days compared to your total new hires during the same time frame. 

 

Why it matters: If you’re seeing high early turnover, it might not be the job itself that’s the problem, but the transition into it. New drivers often leave because of unclear expectations, poor communication, or a lack of connection with dispatch. Improving onboarding communication, assigning mentors, or setting clear performance goals can make a measurable difference in this metric. 

 

Average Tenure 

Average tenure gives insight into how long your drivers stay with your company overall. It’s a simple but powerful measure of satisfaction and stability. 

 

How to measure it: Add up the total length of employment for all drivers and divide by the total number of drivers. You can also break this down by department, region, or role type (for example, regional vs. OTR). 

 

Why it matters: Companies with longer average tenure often have stronger communication, consistent scheduling, and leadership that listens. Tracking average tenure helps identify where long-term relationships are thriving, and where they may be breaking down. If one terminal or region consistently shows shorter tenure, that’s a sign to dig deeper into its management structure, workload, or overall culture. 

 

Driver Engagement and Satisfaction Scores 

While harder to quantify than turnover, engagement scores provide direct insight into how drivers feel about their work environment, leadership, and communication with dispatch. Regular driver satisfaction surveys and other opportunities for feedback can help you measure engagement trends over time. 

 

How to measure it: Use brief, anonymous surveys that ask drivers to rate their satisfaction in areas such as pay transparency, home time, respect from management, communication, and recognition. Calculate an average score or index from these results. 

 

Why it matters: Engagement and satisfaction scores reveal the “why” behind turnover and retention rates. They also give drivers a voice, showing that your company values their feedback. If your engagement scores start to dip, it’s an early signal to act before turnover increases. 

 

Referral Rate 

When drivers are recommending your company to their peers, it’s one of the clearest signs of a healthy, positive culture. Tracking referral rate helps measure trust, satisfaction, and pride in your company. 

 

How to measure it: Track the percentage of new hires who were referred by current drivers over a given period. 

 

Why it matters: A high referral rate often means drivers feel valued, respected, and confident enough to encourage others to join. If referrals drop, it may signal dissatisfaction or communication gaps. Consider implementing a referral incentive program, but just be sure to remember that incentives alone won’t raise this number unless drivers genuinely enjoy working for your carrier. 

 

Putting It All Together 

The most effective retention strategies come from looking at these metrics together, not in isolation. A company might have a solid overall retention rate but a worrying 90-day turnover trend, suggesting that onboarding needs improvement. Or a fleet may show long driver tenure but low engagement scores, signaling burnout or lack of advancement opportunities. 

 

To make these metrics meaningful, be sure to track them consistently and discuss results across departments. Encourage dispatch, safety, and HR teams to use the data collaboratively. When patterns emerge, it’s essential to act quickly, whether that means improving communication tools, adjusting scheduling, or offering more training opportunities. 

 

  

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

 

How Drive My Way Helps Food & Beverage Carriers Hire and Retain Qualified Drivers

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The food and beverage supply chain depends on drivers who can handle specialized equipment, manage seasonal peaks, and deliver products safely.  

 

For carriers, finding drivers who meet these needs is a constant challenge in today’s competitive labor market. Recruiting the right talent requires more than traditional methods, which often result in wasted time and limited success. 

 

Foodliner and Button Transportation are two carriers that turned to Drive My Way to improve their recruiting strategies. By partnering with a platform built around matching drivers to jobs they want and qualify for, both companies were able to bring on new drivers efficiently while lowering costs and improving retention. 

 

Helping Carriers in a Niche Industry 

Recruiting in the food and beverage industry brings challenges that set it apart from other sectors of trucking. Many roles require additional endorsements for tankers, hazmat, or doubles. Companies may need to scale up hiring quickly during harvest or production surges, and, unlike general freight, specialized bulk and agricultural loads often demand experience that not every CDL driver has. 

 

Conventional recruiting solutions often fall short of these needs. Carriers receive large volumes of applications that may not meet requirements, leaving recruiting teams with more screening work and fewer viable candidates.  

 

Drive My Way approaches the process differently. By matching drivers with jobs based on their skills, experience, and personal preferences, the platform ensures carriers connect with drivers who are both qualified and interested in the work. 

 

For food and beverage carriers, this means a pipeline of candidates who are more likely to succeed in the role. It also translates to faster hiring, lower costs per hire, and stronger retention.  

 

“We work with Drive My Way because it produces results, and that’s so important when it comes to recruiting drivers,” said Rod Anstead, a Safety Director at Button Transport.  

 

Foodliner: Prioritizing Quality Over Quantity 

Foodliner, the largest bulk food-grade carrier in the United States, needed to expand its roster of regional and local CDL A drivers for both liquid and dry bulk loads. With a fleet of 500-1,000 trucks, the company’s standards for safety and fit are high.  

 

Their recruiting team faced the common challenge of balancing application flow with quality, and they wanted to avoid spending time sorting through unqualified or incomplete applications. 

 

That’s where Drive My Way could make a difference. In just five months, Foodliner brought four new drivers onboard through the platform, with an average cost per hire of $900 and a 60-day time to hire. More importantly, those hires matched Foodliner’s needs from day one. 

 

“The Drive My Way website and dashboard are very user friendly and provide a lot of great information,” said Tim Yochum, Director of Recruiting at Foodliner. “Drive My Way is out in front with their technology compared to other recruiting companies. They have developed tools with the end user in mind: drivers and transportation companies.” 

 

Beyond technology, Foodliner emphasized the collaborative nature of the relationship. “Drive My Way respects our opinion and decisions. We can be honest about what is working and what is not working from both sides, it is not a one-way street,” Yochum said.

 

For Foodliner, it wasn’t just about filling trucks, it was about working with a partner who understood their business and valued quality over quantity. 

 

Button Transportation: Meeting Seasonal Demands 

For Button Transportation, a family-owned company based in California for over 40 years, seasonal hiring is the biggest challenge. The carrier hauls fertilizer, harvest goods, and other agri-business freight, which means their hiring needs spike at two critical points each year.  

 

Finding qualified drivers quickly, especially those with hazmat, tanker, or doubles endorsements, can make or break a season. 

 

Partnering with Drive My Way allowed Button to tackle this problem head-on. In only two months, the company hired ten drivers, bringing their cost per hire down to just $180. The ability to meet seasonal needs without sacrificing driver quality was a game-changer. 

 

“It’s been a long time since we’ve filled our trucks, and thanks to Drive My Way, we’re so close to not only filling them, but also having rotational drivers,” said Rod Anstead, Safety Director at Button. “We are a seasonal carrier with two major hiring peaks throughout the year, and it’s important for us to fill the trucks with qualified, good drivers.” 

 

Safety Supervisor James Villanueva echoed the sentiment, saying “I would absolutely recommend Drive My Way to other companies. Our partnership has been a big part of my success here at Button Transportation.” 

 

 

 

In an industry where specialized freight and seasonal hiring make recruiting even more complex, Drive My Way helps carriers connect with drivers who are ready and qualified for the work. 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

Food & Beverage: How to Attract the Right Drivers

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The food and beverage (F&B) trucking industry faces some of the most complex recruiting challenges in transportation.  

 

Routes are often physically demanding, schedules can be unconventional, and specialized endorsements are sometimes required. With the addition of seasonal spikes and fierce competition from other driving jobs, it’s no wonder many fleets struggle to keep their recruiting pipeline strong. 

 

The key to building a stable, high-performing fleet is attracting drivers who meet the qualifications and genuinely want the job. Keep reading to discover how carriers in the F&B sector can stand out and appeal to drivers who are the best fit for their freight. 

 

Lead with Job Transparency 

Many F&B carriers lose drivers before they have even started because the job was not presented clearly during the hiring process. Roles involving heavy touch freight, tight urban deliveries, or pre-dawn start times can be a shock for new hires if those realities were not spelled out upfront. 

 

The solution is simple: advertise with full transparency. Postings should outline the type of freight, schedule expectations, and physical requirements. While this may shrink the applicant pool, it ensures that the candidates who do apply know exactly what they are signing up for, making them far more likely to stay. 

 

Highlight the Value of Specialized Endorsements 

Endorsements like hazmat, tanker, or reefer narrow the field of eligible candidates, but they can also be used as a recruiting advantage. Carriers that showcase opportunities for drivers with these credentials, whether through higher pay tiers, premium routes, or career advancement potential, position themselves as attractive destinations for skilled professionals. 

 

For carriers looking to grow their applicant base, offering training support or reimbursement for endorsements can also serve as a powerful incentive. This approach can help you expand the candidate pool while also building loyalty by supporting long-term career growth. 

 

Tailor Recruiting to Scheduling Preferences 

Schedules in F&B trucking rarely resemble a regular nine-to-five. Deliveries may start as early as 3 a.m., run through weekends, or ramp up heavily during the holidays. Drivers who thrive in this environment exist, but they need to be found and targeted intentionally. 

 

Recruiting messages should be honest about these schedules while also highlighting the stability and consistency that comes with them. Carriers that capture and segment applicants by schedule preference can direct their outreach to those most likely to embrace early mornings or irregular hours. 

 

Market the Appeal of Local and Regional Routes 

While long-haul drivers make up a large part of the industry, many candidates are looking for shorter routes with more home time. F&B trucking often fits this mold, offering local and regional deliveries with frequent returns home. 

 

Carriers can make these route structures a centerpiece of their recruiting campaigns, especially when appealing to drivers who value family time or predictable daily routines. This differentiator can be as compelling as pay when presented effectively. 

 

Elevate the Customer Service Role 

In food and beverage, drivers are more than operators. They are ambassadors of your company’s culture and brand. Each stop involves interactions with grocery staff, restaurant managers, or warehouse teams. For drivers who enjoy relationship-building and being on the front lines of service, this can be a strong selling point. 

 

Recruiting campaigns should emphasize the opportunity to represent trusted brands, interact with customers, and play a direct role in keeping shelves stocked. This framing attracts candidates with strong people skills who are more likely to excel in customer-facing roles. 

 

Compete Creatively with Other Driving Jobs 

Retail distribution and no-touch freight positions can often lead drivers away from F&B jobs. Competing head-to-head on “ease” is rarely effective. Instead, carriers can attract the right drivers by focusing on what makes F&B work distinct: consistency of freight, physical activity for those who prefer it, and the reliability of being part of an essential industry that is always in demand.  

 

Promoting these qualities through targeted advertising, on job boards, social media, and even through driver referral programs, helps carriers reach drivers who value these aspects instead of those simply seeking the path of least resistance. 

 

Stay Ahead of Seasonal Spikes 

The beverage boom in summer and the holiday food rush put immense pressure on recruiting. Fleets that only scramble during peak demand often end up lowering standards or overextending existing drivers. 

 

Building and maintaining a year-round talent pipeline is critical. Carriers that keep relationships warm with qualified drivers, even when they aren’t hiring, are better prepared to scale quickly when demand surges. Email campaigns, periodic check-ins, and referral incentives are effective tools for keeping this pipeline active. 

 

 

 

 

Attracting the right drivers in food and beverage trucking requires a deliberate focus on candidates suited to the work, the schedule, and the customer interactions that come with the role. 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

Matching Drivers to Your Freight: The Secret to Lower Turnover in F&B Trucking

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For food and beverage carriers, driver turnover is more than an HR issue. It can be a direct hit to service, sales, and profitability.  

 

With the physical demands of touch freight, specialized endorsements, and unconventional schedules, F&B trucking has some of the highest barriers to entry in the industry, making recruiting and retaining drivers a constant challenge. 

 

However, many carriers overlook one of the simplest solutions: matching the right driver to the right freight from the very start. When carriers align job realities with driver preferences and capabilities, turnover rates fall, job satisfaction rises, and the talent pipeline gets stronger. 

 

Keep reading to find out how matching drivers to freight can solve some of the toughest pain points in F&B trucking. 

 

The Physical Demands: Finding Drivers Who Can Handle Touch Freight 

F&B routes often require drivers to unload cases with dollies, climb stairs, and walk products into restaurants or retail stores. This level of physical activity can be a deal-breaker for many drivers, and a quick path to burnout if they weren’t prepared for it. 

 

When carriers are transparent about these requirements upfront and target candidates who are open to physical, hands-on work, they avoid hiring drivers who might quit after a week. Pre-screening for willingness to handle touch freight can help you narrow the applicant pool and ensure the drivers you hire are more likely to stay. 

 

Specialized Endorsements: Eliminating Qualification Bottlenecks 

Refrigerated trailers, bulk liquids, and certain specialty items require endorsements like a tanker or hazmat endorsement to transport food grade materials. Since fewer drivers carry these certifications, carriers often waste time interviewing candidates who won’t be able to move the freight. 

 

By matching job listings with drivers who already hold the required endorsements, you can cut down on delays, prevent idle equipment, and reduce missed delivery deadlines. It also positions your fleet as professional and organized, which are qualities that appeal to drivers who want to invest in a long-term career. 

 

Scheduling Realities: Reducing Mismatched Expectations 

F&B drivers often start their days at 2 or 3 a.m., deliver on weekends, or run through holidays. These schedules can be a deal-breaker for drivers seeking a more traditional work-life balance. 

 

Misaligned expectations around scheduling are one of the fastest ways to drive turnover. By capturing schedule preferences early and ensuring drivers know what the job entails, you can avoid mismatches that lead to no-shows and resignations.  

 

Urban, Multi-Stop Deliveries: Matching Route Experience with Skill Sets 

Delivering to congested urban centers with multiple stops requires a special set of skills, and lots of patience. Drivers who thrive on long-haul open-road work may struggle with city congestion and tight delivery windows. 

 

By identifying drivers who prefer local or regional work, who enjoy customer interaction, and who have prior experience in urban delivery, carriers set their fleets up for success. Drivers who are matched to routes that fit their strengths are less likely to churn and more likely to deliver consistent performance. 

 

Customer Service as a Hiring Priority 

In F&B trucking, drivers are more than freight movers. They are the face of your brand to restaurant managers, grocery clerks, and retail staff. Poor customer service at the delivery dock can damage relationships and even cost accounts. 

 

That’s why matching should also take customer service skills into account. Hiring drivers who are personable, communicative, and customer-oriented ensures positive interactions, fewer complaints, and stronger client relationships. 

 

Competing with “Easier” Driving Jobs 

One of the toughest challenges in F&B trucking is competing with jobs that offer comparable pay along with easier freight handling and more predictable schedules. Drivers often leave for these positions, viewing them as less strenuous than the demands of F&B work. 

 

Instead of fighting this reality, carriers can sharpen their recruiting efforts by clearly positioning F&B roles to the right audience. Advertising that emphasizes steady routes, consistent demand, and the chance to stay active on the job helps attract drivers who value those aspects.  

 

By tailoring job postings and outreach to drivers who are a natural fit for this work, you can strengthen retention and avoid wasting resources on mismatched candidates. 

 

Seasonal Spikes: Building a Proactive Talent Pipeline 

The F&B sector experiences some seasonal swings, such as seasonality by produce type, beverage spikes in summer, or holiday food demand towards the end of the year. Many carriers scramble to recruit drivers at the last minute, lowering candidate quality and hurting delivery performance. 

 

A better approach is maintaining an ongoing relationship with qualified drivers year-round. By keeping a warm pipeline of pre-matched candidates, carriers can ramp up quickly during peak demand without sacrificing quality. 

 

The Bottom Line: Matching Is Retention 

The cost of turnover in F&B trucking goes far beyond recruiting spend, it includes lost sales, disrupted customer relationships, and wasted training investments. Matching drivers to the right freight lays the foundation for stronger retention. 

 

By aligning drivers’ physical abilities, endorsements, scheduling preferences, route experience, and customer service skills with the realities of your freight, carriers can lower turnover, improve service, and build a more loyal workforce. 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

Ways to Celebrate National Truck Driver Appreciation Week 

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Every September, the trucking industry takes a moment to recognize the backbone of freight transportation: professional truck drivers. 

 

This year, National Truck Driver Appreciation Week runs from September 14–20, providing a nationwide opportunity to recognize the hard work and dedication of professional truck drivers who keep America moving.  

 

With over 3.5 million professional drivers on the road, the impact of their work is felt in every corner of the economy, from grocery store shelves to construction sites. Yet the job is often demanding, isolating, and underappreciated.  

 

That’s why this week is not only about saying “thank you.” It is also a chance to strengthen driver relationships, boost morale, and show genuine respect for the people behind the wheel. The recognition you show during NTDAW can set the tone for year-round driver satisfaction and retention. 

 

Keep reading for 10 practical and heartfelt ways you can celebrate your drivers this September. 

 

Host an Appreciation Event 

Whether it is a cookout at your terminal, a catered lunch, or a grab-and-go breakfast for drivers coming off the road, food is a tried-and-true way to bring people together. Consider making it more personal by having managers and dispatch staff serve the meal.  

 

If you operate across multiple locations, consider coordinating simultaneous events so all drivers feel included. 

 

Give Thoughtful Gifts 

Branded items such as jackets, hats, and travel mugs can be appreciated, but consider adding a personal touch. Quality gear drivers can actually use, like durable work gloves or insulated coolers, shows you understand their daily needs. A handwritten note of thanks tucked in with the gift can add sincerity. 

 

Offer Bonuses or Extra Paid Time Off 

While small tokens are nice, tangible rewards often speak the loudest. A one-time bonus, gift card, or even an extra day of paid time off can go a long way in showing appreciation. Recognizing drivers’ contributions in a way that directly benefits them is always valued. 

 

Share Driver Spotlights on Social Media 

Highlight individual drivers on your company’s social media channels with a photo, brief biography, and a note about their accomplishments. This not only recognizes the driver internally, but also showcases your company’s culture and appreciation to customers, partners, and the public. 

 

Create a Recognition Wall 

If you have a central terminal or office, consider dedicating a wall or bulletin board to feature driver photos, milestones, and personal messages from coworkers. Drivers who are rarely in the office can still be included with a digital version sent by email or posted on your company’s communication system. 

 

Involve Families in the Celebration 

The demands of trucking often extend beyond the driver, impacting and involving their families as well. Invite spouses, children, or other loved ones to events or send them a thank-you letter recognizing their support. Family inclusion can make drivers feel even more valued and respected. 

 

Hold Prize Drawings 

Raffle off useful prizes such as GPS units, high-quality headsets, or fuel cards. Smaller giveaways like restaurant gift cards or truck stop vouchers can keep the fun going throughout the week. 

 

Provide Health and Wellness Perks 

Consider offering free or discounted health screenings, gym memberships, or vouchers for healthy meals on the road. Not only does this show appreciation, but it also supports drivers’ well-being in a demanding job. 

 

Feature Management Ride-Alongs 

Have executives or office staff spend a day riding along with a driver. This can be scheduled during NTDAW as both a symbolic gesture of appreciation and an opportunity for management to better understand the challenges of the road. 

 

Make it a Launchpad for Year-Round Recognition 

National Truck Driver Appreciation Week should be more than a one-time event. It’s important to use it as a springboard to create ongoing recognition programs. Monthly shoutouts, anniversary celebrations, and consistent communication can keep the momentum going long after September. 

 

Why It Matters 

Driver appreciation is not just about boosting morale for one week a year. When drivers feel valued, they are more likely to stay with their employer, take pride in their work, and maintain high safety and service standards. In an industry facing ongoing driver shortages, retention is critical.  

 

NTDAW is also an opportunity to connect with the public. The more customers and community members understand the vital role of truck drivers, the more respect and support the industry receives.  

 

Whether you make a big public gesture or focus on personal touches, what matters most is that your drivers know their hard work does not go unnoticed. It’s also important to remember that no two drivers are alike and what makes a driver feel recognized is a personal preference. While one driver might appreciate a public display of appreciation, another driver might prefer a private note. Please keep this in mind to make sure your celebration considers a variety of ways to show appreciation.  

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

Driver Recruitment and Retention: Attracting the Best Talent for Your Private Fleet

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Private fleets are in a strong position when it comes to attracting experienced drivers. Typically, they can offer better compensation, more predictable schedules, and upgraded equipment.  

 

However, with a competitive labor market and ongoing driver shortages, those advantages alone are no longer enough. Many successful fleet managers are rethinking their recruitment and retention strategies to appeal to today’s drivers and reduce costly turnover. 

 

The key to standing out is not just offering a job but offering a career that meets the driver’s financial needs, personal lifestyle, and long-term goals. That means delivering a competitive package built around pay, benefits, culture, and development. 

 

Compensation That Matches the Market 

Pay remains one of the top reasons drivers leave or stay. For private fleets, offering competitive compensation is the baseline for attracting the best talent.  

 

Many fleets are shifting to more flexible pay models that include hourly wages, overtime pay, performance bonuses, and clear pay progression. Drivers want transparency about how they are paid and consistency in how their work is rewarded. 

 

It is also important to review pay scales regularly and compare your own practices against the market. Fleets that fail to adjust wages as demand shifts may find themselves losing talent to better-paying carriers. 

 

Benefits That Go Beyond the Basics 

Drivers consider benefits a critical part of their overall compensation. Health insurance, retirement contributions, and paid time off are standard, but fleets can gain a competitive edge by expanding into additional wellness and lifestyle benefits.  

 

These might include mental health support, gym reimbursements, pet insurance, or access to financial planning services. Even small additions to a benefits package can signal to drivers that your company values their well-being, both on and off the road. 

 

A Culture Built on Respect and Communication 

Drivers who feel heard and respected are more likely to stay. That starts with company culture. Private fleets that foster a positive and supportive environment tend to experience higher retention. 

 

Clear and consistent communication is essential. Dispatchers and managers who treat drivers as partners, rather than simply assigning loads, help create a sense of belonging. Regular check-ins, driver feedback surveys, and team meetings can help identify small issues before they become bigger problems. 

 

Recognition is also a powerful tool. Whether it’s through safety milestone awards, anniversary celebrations, or simple thank-yous, showing appreciation goes a long way in keeping drivers engaged. 

 

Routes and Schedules That Support Work-Life Balance 

Predictable home time is one of the top reasons drivers choose a private fleet over other types of trucking jobs. Private fleet managers should prioritize route planning that balances operational efficiency with driver needs. Flexible scheduling options, such as four-day workweeks or regional-only routes, can appeal to both new and experienced drivers. 

 

Offering some level of input into route preferences or time-off scheduling can also improve job satisfaction and reduce burnout. 

 

Career Growth and Training Opportunities 

Many drivers are looking for more than a paycheck. They want a career path with room to grow, and an employer that demonstrates their commitment to the growth of their drivers. Fleets that offer advancement opportunities stand out in a crowded field. 

 

This could include structured training programs, internal promotions, or mentorship opportunities that help newer drivers develop their skills. Drivers who see a future with a company are far less likely to leave it. 

 

Private fleets should also consider offering upskilling opportunities such as tanker, hazmat, or doubles endorsements, which can increase driver value and satisfaction. Some fleets even offer tuition reimbursement for further training or business courses. 

 

Smarter Recruiting for Better Results 

Retention begins with recruitment. Hiring the right drivers from the start reduces turnover down the line. This means investing in more personalized and strategic recruiting practices. 

 

Fleets can improve hiring outcomes by being upfront about expectations, compensation, and scheduling during the recruitment process. Using digital platforms, mobile applications, and video testimonials from current drivers can help attract the right candidates more effectively. 

 

Some fleets are also refining their onboarding programs to give new drivers a smoother and more supportive transition into the company. A well-structured introduction that includes clear expectations, mentorship, and early engagement can set the tone for stronger driver satisfaction and long-term loyalty. 

 

 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

 

Truck Driver Training: What’s New in 2025 and How to Stay Ahead of the Curve

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Commercial driver training continues to rapidly evolve in 2025 as the industry responds to changes in technology, regulatory updates, and an ongoing need to attract and retain skilled drivers.  

 

For employers of CDL drivers, staying current with training programs is no longer optional, it’s essential for maintaining safety, ensuring compliance, and improving driver retention in an increasingly competitive market.  

 

Keep reading to explore the latest trends shaping truck driver training in 2025, including the tools and strategies that can help you to attract, prepare, and retain qualified drivers. 

 

1. Technology-Driven Training: Virtual Tools and Simulators 

Virtual reality, augmented reality, and advanced driving simulators are transforming how new and experienced drivers learn. In 2025, carriers across the nation are increasingly using immersive tools that safely replicate real-world driving conditions such as urban congestion, hazardous weather, or emergency braking scenarios. 

 

Modern simulators can model advanced safety technologies like Automatic Emergency Braking (AEB), lane departure warnings, and adaptive cruise control. These systems give drivers hands-on experience with critical tools in a low-risk setting, helping to improve decision-making and build confidence behind the wheel. 

 

In addition to simulators, many fleets now use web-based Learning Management Systems (LMS) tailored for the trucking industry. These platforms allow companies to assign and track progress on interactive modules covering topics like hours-of-service compliance, cargo securement, and fuel-efficient driving. Some LMS options integrate with telematics systems, allowing training to be triggered automatically based on driver behavior, such as offering a refresher course if a driver exceeds speed thresholds. 

 

Additionally, thanks to cloud-based access and reduced hardware costs, these training tools are more affordable and scalable than ever, making them accessible to fleets of all sizes. Mobile-friendly design also ensures drivers can complete training on the go, a growing expectation especially among younger recruits. 

 

2. Evolving Safety and Compliance Requirements 

In 2025, safety and regulatory compliance remain cornerstones of any training program, but the scope of that training continues to expand. As FMCSA requirements grow more complex, carriers must continue to rethink how they deliver compliance education to ensure drivers are fully prepared. 

 

Today’s compliance training now covers far more than just hours-of-service rules or vehicle inspection procedures. Digital literacy has become a critical component, with drivers being trained to correctly use ELDs, complete electronic inspection records, and comply with updated medical certification reporting rules. 

 

Another significant trend is the growing importance of behavioral safety training. Many fleets are expanding beyond technical compliance to include topics like defensive driving, conflict de-escalation, mental health awareness, and maintaining physical wellness.  

 

These courses help drivers make better decisions under pressure and reduce risky behaviors on the road, which can translate into lower insurance premiums, improved CSA scores, and a safer, more reliable fleet. 

 

3. Pathways Into the Industry: How New Drivers Are Entering the Workforce 

With the driver shortage still a pressing concern, fleets are rethinking how to bring new talent into the industry. In 2025, more carriers are forming direct partnerships with CDL schools and community colleges to create structured pipelines into entry-level driver positions. 

 

Additionally, the FMCSA’s Entry-Level Driver Training (ELDT) rule, in effect since 2022, continues to shape how new drivers are trained. Carriers must ensure new hires complete ELDT-compliant courses from registered providers, which include both theory and behind-the-wheel instruction. Some carriers are bringing portions of that training in-house, using FMCSA-approved curricula delivered through LMS platforms or onsite instructors. 

 

To reduce barriers for prospective drivers, some companies are also offering tuition reimbursement, paid apprenticeships, and sign-on bonuses tied to training completion. The rise of “earn while you learn” models (where trainees are compensated during their onboarding and CDL training period) is helping fleets attract candidates who might otherwise find the upfront cost of a CDL daunting.  

 

4. Advancement for Experienced Drivers: Upskilling and Retention 

While onboarding and compliance get much attention, retaining experienced drivers requires a different training strategy. In 2025, more fleets are focusing on upskilling their veteran workforce through specialized training modules and leadership development. 

 

Popular areas for continued education include: 

  • Hazardous materials (HAZMAT) certification 
  • Tanker and double-trailer endorsements 
  • Operation of electric or hybrid vehicles 
  • Training drivers to take on mentorship positions 

 

Mentorship is an increasingly popular tool. Pairing inexperienced drivers with seasoned mentors helps to reinforce training in real-world settings while providing experienced drivers with a sense of purpose and recognition.  

 

In addition, some companies are offering career paths into non-driving roles, such as dispatch, safety, or training positions, for drivers who want to stay in the industry but reduce road time. For many carriers, building a culture where training is ongoing can be a key differentiator in driver satisfaction and retention.  

 

 

 

 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

7 Important Tips to Hire and Retain OTR Drivers

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Over-the-road (OTR) drivers are the backbone of long-haul trucking, moving goods across state lines and keeping supply chains running. However, finding and keeping quality OTR drivers is no small task.  

 

These drivers face unique challenges compared to regional or local drivers, and your recruiting and retention strategies need to reflect that. 

 

Keep reading for our breakdown of how to successfully hire and retain OTR drivers, with seven tips that can apply to building a stronger driver team overall. 

 

Understand What OTR Drivers Want 

The first step to attracting and retaining quality OTR drivers is to understand what makes their position and experiences unique.  

 

OTR drivers often spend weeks away from home, and that lifestyle isn’t for everyone. When recruiting, be upfront about the realities of the job, but be sure to highlight the benefits your company can offer.  

 

Consider these factors that many OTR drivers are motivated by: 

 

  • Higher pay potential compared to local routes 
  • Bonuses (sign-on, safety, mileage, etc.) 
  • Freedom and independence on the road and flexible scheduling  
  • Opportunities for adventure and seeing the country 

 

When you tailor your messaging to speak directly to what OTR drivers value, you attract candidates who are genuinely interested and prepared for the demands of the role. 

 

Offer Competitive Pay and Benefits 

Pay may not be the only factor drivers consider, but it’s undeniably a major part of attracting and retaining top talent. 

Competitive compensation goes beyond base pay; it also includes offering a complete package that makes drivers feel valued. Consider offering the following:  

 

  • Mileage pay that is fair and transparent 
  • Per diem options to cover expenses on the road 
  • Health, dental, and vision insurance 
  • 401(k) matching and retirement planning options 
  • Flexible home time policies  

 

When drivers feel they are earning what they are worth, they are much more likely to stick around and spread word to help build your reputation.  

 

Prioritize Home Time — Even for OTR Drivers 

As every recruiter and employer knows, most OTR drivers end up on the road and away from home up to weeks at a time. Even the most committed OTR drivers will eventually need a break. Offering predictable home time schedules is critical for retention and fostering a committed workforce. 

 

Some companies now promise: 

 

  • Guaranteed home time after a certain number of days or weeks on the road 
  • Flexible scheduling for family emergencies 
  • Paid time off (PTO) that can be scheduled in advance 

 

Drivers who know they will get meaningful time at home are far less likely to experience burnout. 

 

Streamline Your Hiring Process 

CDL drivers are busy and often access the internet on the road with mobile devices. A slow, complicated hiring process can turn off good candidates and increase your recruiting expenses. 

 

Ensuring that your recruiting and hiring processes are efficient and accessible is a key step to attracting and retaining the talent you are searching for.  

 

Consider these factors to streamline your hiring process:  

 

  • Respond quickly to applications and inquiries, considering that drivers may prefer various forms of communication including phone calls, email, text message, social media, or in-person.  
  • Simplify onboarding with digital paperwork and online orientation when possible. Be sure to make as many resources as possible mobile access friendly  
  • Communicate clearly about steps, timelines, and expectations. Track candidates to ensure nothing is missed or delayed.  

 

Remember: drivers have options. If you take too long to bring them onboard, they might move on to a company that is faster.  

 

Invest in Driver Support and Communication 

Once hired, OTR drivers can often feel isolated on the road. A strong communication system, with dispatch, management, and other drivers, is key to helping them stay connected and committed to your company.  

 

  • Assign dedicated driver managers who act as a single point of contact. Make sure they are able to communicate through various channels. 
  • Use mobile apps and technology for easy updates, routing help, and check-ins 
  • Mental health struggles are prevalent but often overlooked among CDL drivers. Offer mental health support and open-door policies to display your commitment to the wellbeing of your drivers. 

 

Drivers who feel seen and supported are more likely to remain in their positions and recommend your company to others.  

 

Recognize and Reward Your OTR Drivers 

Recognition goes a long way. Commercial driving can be a challenging career, and sometimes a note of gratitude or social media shout-out can keep a driver from looking for other opportunities.  

 

Consider celebrating milestones like: 

 

  • Safe driving awards 
  • Driver of the Month programs (on social media, company websites, and more) 
  • Years-of-service bonuses 

 

Small gestures, even a simple thank-you call, can make a huge difference in showing drivers that their hard work is valued. 

 

Provide Growth Opportunities 

Many OTR drivers are looking for more than just a paycheck, they want a clear and meaningful career path with real opportunities for growth.  

 

It is not enough to offer a good salary; drivers want to know they have a future with your company. When you invest in their professional development, offer advancement opportunities, and show a genuine commitment to their success, drivers are far more likely to stay for the long term. 

 

Help your OTR drivers envision a future at your company by offering: 

 

  • Opportunities for additional endorsements (Hazmat, tanker, etc.) 
  • Training programs to become trainers, dispatchers, or safety coordinators 
  • Clear promotion paths for leadership roles 

 

When drivers feel that they can grow with you, they will stay with you longer. 

 

 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

Leveraging the Strengths of Drivers at Every Age: Maximizing Your Team’s Potential

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In the trucking industry, a diverse workforce brings a wide range of strengths that can benefit companies in multiple ways.  

 

Drivers from different age groups offer unique perspectives, skills, and experiences that, when properly leveraged, can lead to improved efficiency, retention, and overall success. By understanding and utilizing the strengths of drivers at every stage of their careers, trucking employers can maximize their team’s potential and create a more balanced and productive workforce. 

 

Young Drivers (Under 30): Energy and Adaptability 

Including generations “Z” and Millennials, these are the youngest drivers that may be a part of your fleet. They could be recent graduates of CDL school or just new to the field, but they can provide a significant impact on modernizing and improving operations while strengthening your fleet for the future.  

Strengths:

According to sources such as modern workplace software companies OfficeRnD and Espresa, younger generations often bring these strengths to the table: 

  • Because many young drivers have grown up around advanced technology and increasing digitization, they are often considered tech-savvy, ‘digital natives’, who will embrace new technologies and have a smaller learning curve when it comes to adapting to them in the workplace.  
  • Younger generations often seek continuous feedback and opportunities for growth, making them great candidates for investment and internal promotion.  

How You Can Leverage These Strengths: 

  • Invest in training programs that help young drivers refine their skills and grow within the company. 
  • Introduce mentorship programs that pair young drivers with seasoned professionals to accelerate learning. 
  • Utilize younger drivers for roles that require frequent adjustments to technology and logistics. 

 

Mid-Career Drivers (30-50): Experience and Reliability 

According to the American Trucking Associations, the average age of an OTR driver is around 46, highlighting the integral role drivers of this age range play in carriers across the nation.  

Many drivers in this age range combine trucking experience with prior careers in logistics, warehousing, or other industries. They may have been driving for decades or have made a mid-career pivot, but drivers from this generation are most often known for their reliability and dedication.  

Strengths: 

  • A solid balance of strong technical skills and competencies based on varying career experiences. 
  • Established work ethic and professionalism. 
  • Proven ability to handle a variety of routes, loads, and driving conditions. 

How You Can Leverage These Strengths: 

  • Assign leadership roles such as trainers or mentors for new hires. 
  • Provide career development opportunities, such as advanced certifications or specialized training. 
  • Offer stability and incentives to retain mid-career drivers, ensuring continuity in operations. 

 

Senior Drivers (50+): Wisdom and Safety 

These drivers bring valuable life and work experience to the table, whether they’ve been in the industry for decades or joined more recently as a second career. Their maturity, professionalism, and strong decision-making skills make them excellent mentors and reliable team members. They’re often well-suited for roles in training, coaching, or leadership development. 

Strengths: 

  • This age range is often said to value loyalty, prefer face-to-face communication, and associate productivity with time spent in the office. 
  • Through their years of professional experience, many drivers of this generation offer exceptional problem-solving skills and the ability to mentor younger drivers. 
  • Additionally, older drivers have been found to be among the safest on the road. FMCSA data shows that crash rates tend to decrease with age, particularly among drivers aged 60 and older.

How You Can Leverage These Strengths: 

  • Designate senior drivers as safety coaches to reinforce best practices and compliance. 
  • Utilize their expertise in specialized or high-value freight operations. 
  • Offer flexible schedules or part-time roles to retain their contributions while accommodating their needs. 

 

Creating a Cohesive Multi-Generational Workforce 

Understanding the differences and abilities of each generation of drivers is just the start. To fully maximize the strengths of drivers at every age, employers should foster a culture of collaboration and continuous learning.  

 

Here are a few strategies: 

  • Cross-Generational Mentorship Programs: Encourage knowledge sharing by pairing young drivers with seasoned professionals. 
  • Flexible Work Arrangements: Accommodate varying needs by offering different scheduling options for different career stages. 
  • Recognition and Retention Strategies: Acknowledge contributions across all age groups to boost morale and job satisfaction. 

 

 

By understanding and leveraging the unique strengths of each age group, trucking companies can create a well-rounded, high-performing team that drives success for years to come. 

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media. 

Managing a Multi-Generational Workforce in Trucking: Strategies for Success

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The trucking industry is experiencing a generational shift, with Gen Z and Millennials entering the workforce at a growing rate, while older, experienced drivers remain a vital part of fleets across the nation.  

 

Managing a multi-generational workforce presents unique challenges, from differing communication styles to varying expectations for job benefits, technology, and career growth. However, carriers that are successful in combining multiple generations across their workforce benefit from varied and unique perspectives and skill sets.  

 

Understanding how to balance these needs is essential for improving driver satisfaction, retention, and overall fleet efficiency. 

 

Understanding Generational Differences 

Each generation brings different values, experiences, and expectations to the trucking industry, and it is important to understand their perspectives in order to manage a multigenerational workforce.  

 

  • Baby Boomers (Born 1946-1964): Often prioritize stability, job security, and traditional communication methods like phone calls and in-person meetings. Many have decades of experience and value respect and seniority in the workplace. 
  • Generation X (Born 1965-1980): Independent and adaptable, this group values work-life balance, competitive compensation, and efficient processes. They are comfortable with both traditional and digital communication. 
  • Millennials (Born 1981-1996): Tech-savvy and purpose-driven, Millennials appreciate career development opportunities, digital communication, and a strong work-life balance. They prefer flexible scheduling and modern benefits such as wellness programs. 
  • Generation Z (Born 1997-2012): The newest entrants to the workforce, Gen Z drivers seek mentorship, digital efficiency, and a company culture that aligns with their values. They prefer instant communication through apps and text messaging and are highly engaged with social media. 

 

Strategies for Managing a Multi-Generational Workforce 

After making an effort to understand the unique perspectives and experiences that different generations of truckers bring to the table, consider these strategies to successfully manage a multigenerational workforce.  

 

Tailored Communication Methods 

To accommodate diverse communication preferences:  

  • Use a mix of traditional and digital communication tools. Offer phone calls and in-person check-ins for older generations while using texts, emails, and fleet management apps for younger drivers. 
  • Implement mentorship programs where seasoned drivers can share knowledge with newer ones, fostering engagement and collaboration. 
  • Encourage open dialogue and feedback across all age groups to improve workplace transparency. Consider using employee engagement surveys, one-on-one meetings, or anonymous feedback boxes.  

 

Customizing Training and Development 

Training is key for every new employee, regardless of age or experience level. However, training and development methods can be adjusted to better resonate with different drivers.  

  • Offer career advancement and upskilling opportunities to engage Millennials and Gen Z, who prioritize growth and learning. 
  • Implement peer-learning programs where different generations can share expertise, such as safety tips from veteran drivers and technology insights from younger employees. 

 

Flexible Scheduling and Work-Life Balance 

Prioritizing work-life balance is essential for attracting and retaining drivers across all generations. By offering flexible scheduling and route optimization, fleets can accommodate different lifestyle needs while improving overall job satisfaction.  

  • Offer part-time or flexible scheduling options for older drivers looking to scale back hours before retirement. 
  • Provide work-life balance incentives such as paid time off, home-time guarantees, and mental health support to appeal to younger drivers. 
  • Use data-driven route optimization to reduce stress and improve efficiency for all drivers. 

 

Incentives and Benefits That Appeal Across Generations 

Providing competitive benefits that cater to the unique needs of each generation helps ensure driver loyalty and long-term retention.  

  • Offer benefits that appeal to different age groups, such as: 
  • Robust retirement plans and healthcare benefits for Baby Boomers and Gen X. 
  • Student loan assistance and career development programs for Millennials and Gen Z. 
  • Wellness programs and mental health resources that support all employees. 

 

Leveraging Technology to Bridge Gaps 

Although Gen Z and Millennial drivers might be known for being more tech savvy, modern technology can be extremely beneficial in retaining drivers of all generations.  

 

  • Implement modern tools like mobile-friendly scheduling apps to attract younger drivers while ensuring that older employees have the necessary training to use them effectively. 
  • Use telematics and AI-driven insights to personalize driver support, improve safety, and enhance fleet management. 
  • Consider providing mobile-based training modules that allow drivers to complete safety courses, compliance training, and skills development at their own pace. 

 

 

Managing a multi-generational workforce in trucking requires a balance of tradition and innovation. By understanding the diverse needs of Baby Boomers, Gen X, Millennials, and Gen Z, fleet managers can implement policies that enhance communication, provide meaningful incentives, and create a more cohesive, engaged workforce.  

 

For more ways to stay ahead of the curve in the transportation industry in 2025, be sure to check out the rest of our Employer Blog posts and connect with us on social media.