Truckload Carriers Seek Innovative Ways to Attract, Retain Drivers

shrinking labor supply coupled with high demand for truckload service has forced carriers to adopt new operating strategies and rethink the way they recruit, retain and reward drivers, said industry executives interviewed by Transport Topics.

Just as a severe shortage of over-the-road drivers a decade ago forced many carriers to boost pay and upgrade equipment, competition for labor is leading to fundamental changes of direction in an effort to make truck driving a more appealing job.

“We have to create a culture that is attractive to drivers,” said Bob Rader, president of Roehl Transport in Marshfield, Wis. “It has to be a culture that supports safety and service to customers. Drivers have to be compensated well and they have to enjoy coming to work.”