Diversity and Inclusion in the Workplace: Building a Stronger, More Resilient Trucking Workforce

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As the trucking workforce continues to evolve, many companies are seeing new demographics, backgrounds, and career experiences represented across their teams.  

 

These changes reflect the communities fleets serve and the realities of today’s labor market. A strong approach to diversity and inclusion helps employers stay competitive, reach a wider range of qualified drivers, and create workplaces where people can succeed and stay long term. 

 

Keep reading for practical ways to strengthen inclusion efforts and create a workplace that supports drivers from every background. 

 

Why Diversity Matters Now More Than Ever 

The U.S. trucking industry is undergoing a demographic shift driven by labor shortages, retirement of older drivers, and evolving workforce expectations. While traditionally dominated by middle-aged white men, the industry landscape is changing. More women, people of color, younger professionals, and immigrants are entering the profession than ever before.
 

Hispanic and Latino drivers continue to make up a significant share of the workforce, and Black and African American drivers remain a long-standing and essential part of the industry. Southeast Asian drivers, including many Punjabi and Sikh drivers, also represent a sizable and growing portion of the CDL community. The US census bureau has also reported that younger drivers under the age of 35 entering the field often reflect an even more diverse range of backgrounds, which signals continued change in the years ahead. 

 

These trends illustrate a broader shift in the labor market. Recruitment strategies that acknowledge demographic changes will help fleets reach more qualified candidates and create workplaces that feel welcoming to every driver. An inclusive culture also encourages longevity, trust, and communication, which directly supports driver retention. 

 

The Role of Women in a Modern Trucking Workforce 

Women continue to make important strides in trucking, and their participation in the industry grows a little more each year. Although they are still underrepresented compared to the broader workforce, many women are establishing long-term careers as company drivers, owner operators, and leaders in safety and operations. 

This growth reflects shifting industry norms and a greater interest in stable careers that offer competitive pay and long-term opportunity. Research has also shown that women often have strong safety records, with fewer accidents and violations reported in several studies. These findings highlight the value of creating environments that support women from the beginning of their careers onward. 

 

Fleets that focus on improved facilities, clear communication around safety, and accessible professional development tend to attract more interest from women candidates. These efforts help employers build teams that value reliability, training, and career growth, which supports retention and strengthens the organization as a whole. 

 

Building an Inclusive Workplace Culture 

Hiring diverse candidates is only one part of the equation. Inclusion means creating an environment where all drivers feel respected, supported, and able to contribute fully. Employers can strengthen inclusion by focusing on a few key areas. 

 

1. Inclusive Policies and Practices 

Policies should reflect the real needs of the workforce. This includes reviewing hiring criteria, training programs, and communication practices to ensure they are accessible and free from bias.  

 

Offering materials in multiple languages, clarifying expectations during onboarding, and ensuring that safety procedures are understood by every driver can significantly improve the employee experience. 

 

2. Cultural Awareness and Everyday Respect 

Simple, consistent actions can build trust across a workforce. This may include acknowledging cultural and religious practices when possible, ensuring facilities are welcoming to all, and encouraging respectful communication across teams. These efforts help drivers feel seen and supported, especially when they come from communities that have not always been represented in the industry. 

 

3. Support for Growth and Retention 

An inclusive workplace is one where every driver sees a path forward. Professional development opportunities, mentorship programs, and access to leadership roles send a clear message that advancement is available to anyone who wants and will work for it.  

 

Professional development opportunities and structured mentorship programs help drivers see a future with your company. When drivers understand how they can grow and what support is available, they are more likely to stay engaged and build long-term careers. 

 

The Business Value of Inclusion 

Inclusive companies can stand out in a competitive labor market. Drivers who feel respected and valued are more likely to stay with an employer, communicate openly, and take pride in their work. A diverse team also brings a wide range of professional and cultural experiences, which can strengthen communication with customers, improve problem solving, and increase workplace morale. 

 

 

 

For more ways to stay ahead of the curve in the transportation industry in 2026, be sure to check out the rest of our Employer Blog posts and connect with us on social media.  

Leveraging Mid-Winter Lulls: How Fleets Can Recruit, Retain, and Train Drivers Before Spring

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For many fleets, January feels like a welcome rest after the intensity of the holiday shipping season. Freight volumes often soften, customer demand stabilizes, and operations slow down compared to the final months of the year.  

 

While some carriers may treat this period as downtime, others recognize it as a valuable opportunity. Fleets that use the mid-winter lull strategically are often better positioned to recruit, retain, and prepare drivers before spring demand ramps up. 

 

Instead of waiting for activity to pick back up, consider how you can use this January to strengthen internal systems, invest in drivers, and address inefficiencies that are harder to tackle during peak season. 

 

Reevaluate and Strengthen Driver Retention Efforts 

Slower months at the beginning of the year provide a rare chance to step back and take a closer look at what is working and what is not when it comes to retaining drivers. When dispatch boards are full and schedules are tight, long term retention planning often takes a back seat. 

 

January is an ideal time to audit current programs and identify gaps such as: 

 

  • Pay structures that may not be competitive or transparent enough 
  • Benefits that drivers underuse or misunderstand 
  • Communication breakdowns between drivers, dispatch, and management 
  • Patterns in turnover data from the previous year 

 

Using real feedback from exit interviews, engagement surveys, and one on one conversations can help you identify trends before they turn into larger problems. Even small improvements made early in the year can have a meaningful impact on retention once freight volumes increase. 

 

Invest in Training and Upskilling During a Slower Period 

Training often suffers during busy seasons when time and capacity are limited. January creates space to focus on professional development for drivers, which supports stronger performance, engagement, and long term retention. 

 

This is a great time to reinforce both foundational and advanced skills, including: 

 

  • Refresher courses on safety procedures and defensive driving 
  • Equipment training for new technology or updated vehicles 
  • Seasonal preparation for spring weather and road conditions 
  • Leadership development for drivers interested in mentorship or trainer roles 

 

Providing structured training during this period shows drivers that the company values their growth. It also reduces the need for rushed or incomplete onboarding later in the year when new hires arrive. 

 

Recruit Proactively While Competition Is Lower 

Many fleets slow or pause recruiting efforts after the holiday rush, assuming driver interest will be limited and that other fleets are doing the same. Instead, consider using this time to build a stronger hiring pipeline ahead of spring demand. 

 

Drivers also often reassess career goals at the start of the year. Some are coming off difficult peak season schedules, while others are actively looking for better balance or more stability. Advertising open roles while competitors are still recovering from Q4 can help fleets stand out. 

 

Proactive recruiting in January can allow you to: 

 

  • Build a candidate pipeline before spring demand increases 
  • Avoid reactive hiring under pressure later in the year 

 

Using this period to refine job postings, update career pages, and improve the candidate experience can pay off long term. 

 

Optimize Routes and Schedules Ahead of Spring Demand 

Route planning and scheduling adjustments are far easier to evaluate when operations are not running at full capacity. January offers a low pressure environment to review data from the past year and identify opportunities for improvement. 

 

Consider using this time to: 

 

  • Analyze route efficiency and fuel usage 
  • Identify recurring delays or bottlenecks 
  • Adjust schedules to support more predictable home time 
  • Prepare contingency plans for seasonal surges 

 

Refresh Safety Protocols and Compliance Processes 

Safety and compliance are ongoing responsibilities, but they often receive less attention during high volume periods. January is a good time to review processes and address safety proactively without added stress, helping fleets reduce risk and avoid costly issues during busier months. 

 

This can include: 

 

  • Updating safety manuals and training materials 
  • Reviewing hours of service compliance data 
  • Conducting vehicle inspections and maintenance audits 
  • Reinforcing reporting procedures and documentation standards 

 

Support Morale Through Engagement and Recognition 

Slower months can feel discouraging for drivers if miles or pay fluctuate. This makes engagement and recognition especially important in January. When drivers feel included and appreciated during slower periods, they are more likely to remain engaged and committed as workloads increase. 

 

Simple efforts can go a long way, including: 

 

  • Recognizing safe driving milestones or service anniversaries 
  • Hosting small team check ins or virtual meetings 
  • Sharing company updates and goals for the year ahead 
  • Asking drivers for input on upcoming changes 

 

 

 

 

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.  

Practical Ways Carriers Can Support Drivers’ Work-Life Balance

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Work-life balance has become a defining factor in driver satisfaction and long-term retention. While trucking will always involve time on the road, today’s drivers are increasingly selective about employers who respect their time, health, and personal commitments. Carriers that prioritize balance are better positioned to attract experienced drivers, reduce burnout, and build a more engaged workforce. 

 

Supporting driver work-life balance does not require changing all of your operations overnight. Instead, it comes down to practical, intentional changes that show drivers they are truly valued. Below are six actionable ways carriers can support drivers’ work-life balance in meaningful, sustainable ways. 

 

1. Offer Flexible Scheduling Options 

Flexibility always looks different depending on the operation, but even small scheduling adjustments can make a big difference. When possible, offering multiple route types, shift options, or bid-based schedules gives drivers more control over their time. 

 

Some drivers prefer longer runs with extended time off, while others value predictable regional or local schedules. Providing options allows drivers to choose what best fits their lifestyle and stage of life. Clear communication around scheduling expectations is just as important as flexibility itself, helping drivers plan ahead and avoid unnecessary stress. 

 

2. Prioritize Consistent Home Time 

Consistent home time remains one of the most important factors for driver satisfaction. It plays a critical role in supporting work-life balance, as missed family events and unpredictable schedules can quickly lead to frustration and burnout. 

 

Carriers can support balance by setting realistic home-time policies and treating them as commitments, not guidelines. This includes planning routes with home time in mind, avoiding last-minute changes whenever possible, and being transparent when delays are unavoidable. Drivers are more understanding when they are informed early and feel their time is respected. 

 

3. Provide Access to Mental Health and Wellness Resources 

Life on the road has been proven capable of taking a major toll on the mental and emotional well-being of drivers. Long hours, isolation, and high responsibility levels can increase stress, anxiety, and fatigue. 

 

Carriers can help by offering access to mental health resources such as employee assistance programs, counseling services, or wellness hotlines. Encouraging healthy habits through wellness initiatives, fitness reimbursements, or educational resources also supports drivers beyond the cab. It is also equally important to simply normalize conversations around mental health in the workplace, so drivers feel safe seeking support when they need it. 

 

4. Streamline Administrative Tasks 

Administrative burdens often cut into drivers’ rest time and personal time. Paperwork, manual check-ins, and inefficient processes can add unnecessary frustration to already demanding schedules. 

 

Investing in technology that simplifies tasks, such as load tracking, document submission, and driver-dispatch communication, can significantly reduce stress. User-friendly systems that minimize back-and-forth will allow drivers to spend less time on administrative work and more time resting, driving safely, or connecting with family. 

 

5. Recognize and Reward Efforts 

Feeling appreciated at work plays a major role in job satisfaction. Recognition does not always need to be financial, although fair and competitive compensation remains essential. 

 

Simple gestures such as public acknowledgment, milestone celebrations, safety recognition, and personalized thank-you messages can go a long way. Reward programs that recognize reliability, professionalism, and safe driving reinforce positive behaviors while reminding drivers that their efforts are noticed and valued. 

 

6. Foster a Supportive Company Culture 

A supportive company culture develops through everyday actions and consistent follow-through. Drivers should feel comfortable voicing concerns, asking questions, and offering feedback without fear of being dismissed or ignored.  

 

Open communication plays a major role in building trust. Regular check-ins, driver engagement surveys, and clear feedback channels give drivers opportunities to share what is working and where improvements are needed. When feedback leads to visible changes, it reinforces that leadership is listening and willing to act. 

 

 

 

 

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.  

Strategies That Boost Driver Retention Right Now

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Driver retention continues to be one of the most pressing challenges for trucking companies. While recruiting new drivers is essential, retaining experienced ones is often more impactful and cost effective. Every driver that departs represents lost knowledge, disrupted operations, and additional hiring costs for your company.  

 

However, it’s important to recognize that boosting retention does not always require sweeping operational changes. By focusing on benefits that matter, clear and predictable pay, realistic work life balance, and a company culture that truly values drivers, carriers can strengthen loyalty and reduce turnover right now. 

 

Keep reading to discover four actionable strategies trucking companies can implement immediately to improve retention and create a more stable workforce. 

 

Provide Benefits That Truly Support Drivers 

Pay will always matter, but additional benefits often determine whether a driver stays long term. Many drivers look beyond hourly or per mile rates and evaluate whether a company supports their health, stability, and time off the road. 

 

Meaningful benefits can include: 

 

  • Paid time off or paid holidays 
  • Sick leave or personal days 
  • Health, dental, and vision coverage 
  • Retirement plans with matching contributions 
  • Retention or longevity bonuses 
  • Safety bonuses  

 

These benefits signal that a company values drivers as long-term employees, not just short-term labor. Even modest improvements can have a major impact on morale. For drivers, knowing they can take time off when needed without financial penalty can be just as important as their weekly earnings. 

 

Prioritize Transparent and Predictable Pay 

Few issues drive employee dissatisfaction faster than unclear or inconsistent pay. Drivers rely on steady income to manage their expenses, and uncertainty around compensation can create stress even when wages are competitive. 

 

Transparency starts with communication. Your drivers should clearly understand: 

 

  • How pay is calculated 
  • When miles count and when they do not 
  • How bonuses, detention pay, and accessorial pay work 
  • When they will be paid and how often 

 

When drivers feel confident that their pay is accurate and timely, they are more likely to stay with a company long term. Transparency also reduces misunderstandings between drivers and dispatch or payroll teams.  

 

Make Work Life Balance a Real Priority 

Long hours and extended time away from home remain leading causes of driver burnout. While trucking will always involve time on the road, companies can still improve work life balance by being intentional about scheduling and home time. 

 

Ways to support better balance include: 

 

  • Offering predictable routes or schedules when possible 
  • Respecting home time requests 
  • Creating regional or dedicated route options 
  • Allowing input on preferred shifts or runs 

 

Supporting work life balance also supports safety. Drivers who are rested and less stressed tend to perform better and make safer decisions on the road. 

 

Build a Culture That Shows Drivers They Are Valued 

Company culture plays a powerful role in both recruiting and retention. Drivers want to work for organizations that treat them with respect, listen to their concerns, and recognize their contributions. 

 

Consider these factors when trying to create a driver-focused culture: 

 

  • Recognition for safe driving and consistent performance 
  • Clear expectations paired with real support 

 

Recognition does not have to be expensive. Simple gestures like public acknowledgments, milestone celebrations, or personal thank you messages can reinforce a sense of belonging. 

 

Putting Retention Strategies Into Action 

To start improving retention today, you can take these steps: 

 

  • Review current benefits and identify opportunities for improvement 
  • Audit pay structures for clarity and consistency 
  • Implement structured recognition and communication initiatives that will best support your drivers  

 

 

 

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 Sign-On Bonus Programs: How to Strengthen Recruitment and Retention in 2025

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In a labor market where demand for qualified CDL drivers remains consistently high, a well-constructed sign-on bonus program can be a powerful tool for recruiting quality talent. 

 

However, if a bonus program is implemented without clear objectives, potential outcomes, or sufficient communication, it can instead become an expensive initiative that fails to generate long-term value.  

 

Keep reading to discover how carriers can modernize and optimize a sign-on bonus program that will respond to the needs of today’s drivers and the realities of the 2025 trucking landscape. 

 

1. Establish a clear and measurable objective 

Carriers often introduce a sign-on bonus primarily to boost applicant volume, yet a well-structured program should reinforce retention as much as it supports recruitment.  

 

Industry data indicates that while a large percentage of fleets continue to offer sign-on bonuses, the long-term retention impact varies significantly based on how these incentives are positioned. To design an effective program, it’s essential to begin by determining what the bonus is actually intended to accomplish. 

 

Be sure to ask whether the goal is to increase the number of qualified applicants, encourage early tenure, fill critical or high-demand lanes, or support both short-term and long-term staffing needs. Then, consider which performance expectations, safety behaviors, or tenure milestones the bonus should reinforce. When you treat the bonus as one component of a larger strategy, rather than an isolated incentive, you can create stronger alignment between the cost of the program and the value it generates. 

 

2. Set the bonus amount strategically 

There’s no one-size-fits-all bonus amount because market conditions, region, driver experience level, and job type all matter. Several surveys report that average sign-on bonus amounts increased during early 2025, reflecting stronger competition for qualified drivers as well as higher replacement costs. 

 

Here are a few rules of thumb when considering bonus amounts: 

 

  • Offer enough to matter, but not so much that drivers wonder why it’s so high (which can raise red flags about job quality) 
  • Consider tiered amounts based on driver experience, endorsements, lane premium or performance expectations 
  • Ensure the bonus aligns with your budget and is sustainable, not just a flash incentive 

 

For example, hiring a very experienced driver into a high-value route might merit a larger bonus than a local position or a driver straight out of school. 

 

3. Choose the right payout structure 

How and when the bonus is paid has major implications: you want it to encourage longevity and performance, not simply speed through the onboarding process. Here are some common structures: 

 

  • Up-front payout: A portion paid shortly after hire (such as first week), to help drivers transition. 
  • Phased payout: Remaining portion paid after milestones (such as 30 days, 90 days, six months). This method links payout to retention. 
  • Deferred/anniversary payout: Bonus paid at 6 or 12 months, or split across multiple milestones, to keep the driver engaged longer. 

 

Given rising turnover and the push for longer-term stability, the phased or deferred approach is often the stronger bet. It transforms the bonus into part of a retention strategy rather than a one-off recruitment cost. It is another tool to help a driver successfully transition from one employer to another. 

 

4. Communicate the program with full clarity and complete transparency 

A sign-on bonus program is only as effective as the communication surrounding it. If drivers feel uncertain about eligibility, payout rules, or conditions, trust erodes, and carriers may gain a reputation for unclear or misleading incentives.  

 

To avoid this, carriers should communicate every detail in writing, including the total bonus amount, payout schedule, performance expectations, required documentation, and consequences if a driver leaves before completing a milestone. 

 

All terms should appear consistently in job postings, conversations with recruiters, offer letters, and onboarding materials. Transparency is key to protecting your carrier’s reputation while also strengthening retention by ensuring that drivers understand what they will earn and when.  

 

5. Integrate sign-on bonuses into a broader retention strategy 

Although sign-on bonuses attract attention, they can’t resolve deeper retention issues on their own. Some drivers even move from carrier to carrier seeking repeated bonuses, which can minimize the long-term effectiveness of the incentive. The most successful programs support a larger system of retention practices. 

 

To strengthen results, you should combine bonus milestones with innovative onboarding, structured mentorship, responsive driver support teams, competitive pay, reliable home-time policies, and well-maintained equipment. Additional incentives, such as referral bonuses or safe-driving rewards, can also reinforce performance and engagement.  

 

6. Monitor the program’s outcomes and adjust based on data 

The trucking industry continues to shift, and sign-on bonus programs should be always evolving as well. Here are some key considerations to make as you continue to craft your bonus program:  

 

  • Track the actual cost per hire (bonus + recruiting + training) and retention beyond milestone payouts. 
  • Determine “break-even” tenure (how long a driver must stay to offset the bonus investment). 
  • Adjust bonus amounts, structure, and messaging based on geography, freight type, driver profile and market competition. 
  • Benchmark against competitors and market data (fuel costs, freight demand, driver availability) to keep your offering relevant. 

 

 

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 Trucking Companies Can Show Appreciation during the Holidays

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The holidays are one of the busiest and most stressful times of the year for professional drivers.  

 

While others are taking time off, many drivers spend long hours on the road to make sure gifts, food, and other essential seasonal goods reach stores and homes on time. Recognizing their hard work and sacrifice can go a long way toward boosting morale and retention.  

 

However, showing appreciation doesn’t have to involve huge budgets. What matters most is sincerity, consistency, and a sense of community. Keep reading to find out seven practical and creative ways trucking companies can celebrate and thank their drivers during this holiday season. 

 

1. Give Thoughtful and Useful Gifts 

A well-chosen gift can make drivers feel valued, especially when it’s something they will genuinely use. Try to think beyond company-branded mugs or pens and consider items that make life on the road easier. Heated blankets, gift cards for fuel or meals, wireless headphones, or high-quality travel mugs are simple but thoughtful options. 

 

Many carriers also create personalized gift packages. For instance, include a handwritten note from leadership or dispatch thanking each driver for their contribution. A short message acknowledging specific achievements, like safe miles driven or years of service, adds a personal touch that drivers remember long after the season ends. 

 

2. Host a Holiday Gathering or Virtual Celebration 

If schedules and routes allow, hosting a small holiday meal or end-of-year celebration can strengthen team bonds and build company culture. Be sure to invite drivers, their families, and office staff to attend. Make it casual and inclusive, such as potluck lunches, catered dinners, or family-friendly events with games and prizes. 

 

For fleets with many over-the-road drivers who can’t attend in person, consider a virtual celebration. A brief video call or live stream with company leadership expressing thanks, announcing award recipients, or sharing a slideshow of photos from the year can make drivers feel part of the larger team no matter where they are. 

 

3. Recognize Achievements Publicly 

Public recognition carries extra meaning during the holidays. Whether it’s through a company newsletter, social media post, or internal bulletin board, highlight driver milestones such as safe driving records, years of service, or exceptional customer feedback. 

 

It’s also always a good idea to feature short driver spotlights with photos and quotes about their favorite routes, hobbies, or holiday traditions on social media channels or your company website. These stories not only honor the individuals being recognized, but they also offer an opportunity to show potential recruits that the company values and celebrates its people. 

 

4. Include Drivers’ Families 

Drivers’ families make sacrifices too, spending long stretches apart during one of the most family-centered times of the year. A small gesture toward them can make a big impression. Consider sending them a family holiday card, a gift basket, or even a note acknowledging their support. 

 

Some companies go a step further by hosting family appreciation nights or sending a small stipend for families to enjoy a meal together while their loved one is on the road. Showing that you recognize the role families play in a driver’s success reinforces loyalty and goodwill. 

 

5. Provide Flexible Scheduling Options When Possible 

Not every driver can take extended time off during the holidays, but flexibility where possible can make a major difference. Offering extra home time around key dates or allowing drivers to choose preferred holiday routes shows empathy for their personal lives. 

 

If scheduling demands make time off difficult, find ways to reward those working through the holidays with bonuses or higher pay rates for those specific runs. Even if the schedule remains tight, transparency and advance notice about routes help drivers plan their time with family more effectively. 

 

6. Create a Holiday Recognition Program 

A structured recognition program can bring consistency to holiday appreciation efforts. For example, a “12 Days of Appreciation” campaign could include daily shout-outs, surprise giveaways, or messages from leadership. Another option is a “Driver of the Season” award that includes a bonus, certificate, or special recognition item. 

 

Programs like these can generate excitement across the company and remind everyone, from dispatchers to executives, of the essential role drivers play in every delivery. 

 

7. Give Back Together 

The holidays are also a time for giving. Many carriers partner with charities or local organizations to support those in need. Involving drivers in these initiatives can boost morale and community pride. 

 

Organize a toy or food drive, sponsor a veteran program, or participate in events like Wreaths Across America. Encouraging volunteerism or matching donations made by employees helps create a shared sense of purpose beyond daily operations. 

 

 

 

 

 

 

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.  

 

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.