4 Practical Ways to Support Driver Recruitment Efforts

Recruiting and retaining top driving talent continues to be a key concern for commercial fleets. While stats are suggesting the driver shortage of recent years is decreasing, the ATA reports that in 2024, there was still a shortage of roughly 60,000 drivers in today’s market. Additionally, concerns remain about recruiting a younger generation of drivers needed to fill the cabs left empty by the large number of retiring drivers.

Here are four areas on which to focus to improve your driver recruitment efforts:

1. Your Fleet’s Safety Scores

‍On the list of variables to consider, drivers will look at a fleet’s Compliance, Safety, Accountability (CSA) scores from the FMCSA. While these scores are generally used by insurance companies and potential customers to identify “high-risk” carriers, drivers may consider them too when choosing a potential employer. Safer fleets mean safer routes, and an increased likelihood of arriving back home safely at the end of every job. 

A corporate culture that promotes safety, combined with well-maintained equipment and an proactive approach to driver coaching, can put your fleet at the top of the list for a potential employee. Investing in digital driver vehicle inspection record (DVIR) tools that make inspections more efficient, as well as developing proactive maintenance plans and ongoing driver safety training, can help boost your fleet’s safety scores, making you more attractive to customers, insurers, and potential employees alike. Additionally, ensuring your fleet’s Hours of Service (HOS) tracking tools are intuitive, accurate, and easy-to-use helps drivers feel confident that they’ll avoid FMCSA violations from HOS infractions, keeping them consistently on the road, earning more income.

2. Your Corporate Culture

This characteristic may seem a bit more intangible, but is just as crucial to a potential recruit for your fleet’s driving team. While pay rate is unquestionably the highest-ranking factor in picking a fleet, most drivers know that there does come a point where even a hefty paycheck can’t make up for a negative or chaotic corporate working environment. If you want to attract and retain the best drivers, you have to ensure that your corporate culture is driver-focused and built on open communication. More fleet leaders are investing substantial time and effort into developing systems that enable drivers to easily and quickly offer and receive feedback, protect honest conversation, and take swift action in response to driver input whenever possible. 

In these types of cultures, driver coaching takes place in real-time. It is collaborative, with fleets and drivers working together to improve driving habits and reward positive actions as much as possible – or more than – simply punishing bad habits. Investing in your corporate culture attracts better drivers who wish to find a place where they can work for years to come, and where their expertise is valued and supported.

Watch the webinar on-demand: “Improving the Driver Experience: A Fleet Leader Discussion”

3. Fleet Technology Tools that Make the Job Easier

Drivers didn’t sign up to be data entry experts; they want to be on the road, wheels turning, making money, and getting their job done. However, due to the nature of the industry, numerous regulations must be met to keep things safe and efficient. Whether it’s ensuring you’re connected to the proper trailer, inspecting your truck at the beginning or end of a route, or stopping for a roadside inspection, the necessary paperwork can be a pain for drivers. The good news is that today’s fleet management tools are geared to helping drivers complete these tasks as efficiently and easily as possible, reducing busywork and the likelihood of human error, and getting them back on the road faster. 

For example, truck inspections can be conducted on the driver’s tablet, allowing them to take photos of any concerning issues, fill out forms digitally, and communicate efficiently with the back office or maintenance team. A single login for all of their driver apps reduces clicks between tools, while a smart interface ports over data they’ve already entered once into every other place it is needed. 

Communication tools in the cab prioritize messages while wheels are turning to ensure the most important ones are getting through while others are silenced, while real-time equipment alerts are delivered directly to the cab as needed. Live updates on weather and road conditions, as well as important information from the back office, can be sent via audible alerts, reducing distractions and the need to take eyes off the road. Seemingly minor improvements in process and technologies can add up to a much better driver experience that is attractive to potential employees looking for a company that values their safety and peace of mind. 

Read more now: “The ROI of Investing in Driver Experience”

4. Your Reputation Among Drivers

Investing in tools and best practices that support drivers and their daily experience helps build your corporate reputation among potential employees, who undoubtedly check with their peers before accepting an offer. What is your onboarding process like? How efficient is it to get hired and on the road? Once hired, does the fleet care about driver feedback? The intangibles matter, just like in any industry, and a fleet’s goal is to attract and retain the best drivers. Turnover can cost fleets tens of thousands of dollars per driver, so you want to hire employees who plan on staying around for as long as possible. 

Remember, drivers talk to drivers, so building up your driver-focused processes and policies — and promoting these features in your recruitment efforts — can be what sets your fleet apart from your competitors. Driver referral programs can be a powerful tool to help your best drivers spread the word about why they like working for your fleet. Internal mentorship programs between your veterans and your new drivers can also help support your corporate culture and build upon the positive momentum of your best employees. Be sure to celebrate your drivers’ successes and look for ways — monetary and otherwise — to show you value their contributions, sacrifices, and efforts in making your fleet a success. 

Read now: “How to Celebrate Driver Appreciation Year-Round”

Investing in one of your fleet’s most valuable resources – your drivers – is key in ensuring your fleet’s health and longevity. A strong recruitment plan, supported by ongoing, driver-focused retention programs, builds your corporate culture into a place where drivers want to be, and stay, for years to come. 

Read more: How Cheema Freightlines Uses Driver-Focused Tech to Attract and Retain Top Talent

Explore the full suite of Platform Science fleet management tools that help drivers thrive while optimizing fleet operations. 

‍At Platform Science, we’re committed to ensuring your success at every step of your journey. We’re also passionate about transportation and love working with customers and partners to bring innovations to the industry. Connect with us today to schedule a demo or discuss how we can work together.