Carriers Must Look Beyond Pay to Attract Drivers, Data Shows
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Trucking companies are increasingly raising pay to combat driver capacity issues,- but in this highly competitive environment that alone may not be enough.
“There is no doubt that this is a tough driver market, from both a recruiting and retention standpoint,” said Scott Dismuke, director of operations at the Professional Driver Agency. “Those carriers that proactively communicate with their drivers and attempt to reduce frustration and minimize a driver’s time in the shop are the best prepared to keep drivers during this time.”
The PDA second-quarter driver data report, released July 21, found that equipment was the most important issue with 34% of drivers saying it was a top concern. That was followed by compensation (24%), operations (13%) and home time (9%). Equipment and compensation have been the top issues for six consecutive quarters.
PDA Q2 2021 DataRunDown by Transport Topics on Scribd
“If a driver is consistently in the shop for breakdowns, they are not logging miles,” Dismuke said. “If they are not logging miles, then they are not making the pay that a company promises. So, an equipment issue for the driver this week becomes a compensation problem for a driver next week.”
The coronavirus pandemic ushered in an especially difficult time for driver recruitment and retention. Freight demand has been high, but there haven’t been enough drivers. Driver training instructor Tony Hardy believes pay is important, but so, too, are the benefits and drivers feeling respected.
Tony Hardy (Wayne Community College)
“Company benefits, I think, is a big one, being more than just a number,” Hardy, who heads a course at Wayne Community College in Goldsboro, N.C., told Transport Topics. “I think the first thing that grabs their attention, obviously, is pay. Then they’ll start looking at longevity, the benefits that the companies have and so on and so forth.”
Hardy asked his students before being interviewed what would make them stay with a company other than pay. He said they responded with benefits, insurance and treating the drivers well. He noted pay might be the first thing drivers notice, but it won’t necessarily be what makes them pick or stay with a carrier.
“I think as far as No. 1, respect for the drivers,” Hardy said. “From a company standpoint, I’m going to make sure I do things right. Making sure my trucks are clean so people get to see good clean-looking equipment, make sure I’ve got a good maintenance program.”
Hardy added that it’s also about building a reputation for respecting drivers — being known as the carrier that treats them right and gets broken equipment taken care of quickly.
Morton
Fleetmaster Express is one such carrier that has worked to cultivate such a culture and reputation.
“We look within and we talk to a lot of drivers, and we determine what drivers want,” Shelley Morton, manager of recruiting at Fleetmaster, told TT. “What drivers are looking for, not necessarily pay. We are sometimes up against other companies and their pay scales. We hear a lot of companies increasing their cents-per-mile twofold.”
Fleetmaster focuses on benefits, paid holidays, giveaways, communication and home time. The company leaders believe that while pay is important, the bigger focus is on creating a supportive environment for drivers and their families.
Smith
“We probably put more resources toward creature comforts, quality of life and driver satisfaction than what we do on pay” Fleetmaster Chief Operating Officer Travis Smith told TT. “Because we don’t feel like pay is the end-all, be-all.
“Pay is one piece. Pay may attract a driver, but it doesn’t necessarily retain them. Anybody can offer a penny more, but how do you treat them? Respect is probably one of the biggest things.”
Smith added that the management team is obligated to provide drivers with the best tools possible to do their job successfully. That means leveraging technology and automating processes to make everyday tasks easier.
Geller
Maven Machines CEO Avi Geller echoed the importance of technology. His company provides fleet management and transportation dispatch software.
“It’s even more competitive than ever to try to attract drivers,” Geller told TT. “It’s definitely beyond pay and benefits, which of course are important, but increasingly there’s a huge effect on the ability to retain and attract drivers by the technology that they’re given.”
Geller said that technology such as mobile applications can help drivers with most everything they do outside of actually driving the vehicle. That includes navigation, inspections, dispatch, finding loads and getting paid. He noted the more streamlined and unified those processes are, the easier it is for drivers.
“It removes a lot of frustration and difficulty,” Geller said. “It makes the quality of life being a driver increasingly greater. And that is a substantial factor in drivers staying with a specific company and in staying in the industry altogether.”
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