Freight rate increases and a driver shortage: is 2025 shaping up to be another Groundhog Year in trucking? Driver retention is an issue in the trucking industry that comes back again and again. Fleets struggle with the loss of experienced drivers and the financial strain associated with constant recruitment and onboarding.
Since the 1990s, the turnover rate for large truckload carriers spiked to about 94% and remained that high ever since. Smaller carriers fare better, with turnover around 74%, but both numbers are wildly high for many industries. That’s why companies like Stokes Trucking and their 6% turnover rate are so exceptional—but that’s not an impossible goal for other fleets to achieve, either!
In this blog, we’ll take a look at how certain trucking companies beat the odds and manage their driver retention. Implementing a comprehensive retention strategy helps with market competition, improves efficiency and increases customer satisfaction.
Driver retention is a persistent challenge in trucking, but the same root causes are there for fleets of all sizes. By understanding the culture that causes high turnover, carriers can take control and make improvements. Driver retention is most impacted by:
These issues may seem daunting, but they often require a perspective shift to put the focus on the driver. When fleets work to become destination employers by emphasizing fair pay, providing a better work-life balance, and using modernized equipment, retention rates improve and driver shortages are less impactful to the fleet’s bottom line.
Retention for fleets isn’t just a human resources concern. Employing good drivers and keeping them around is a business mandate that trucking companies need to address.
Driver turnover incurs significant direct costs, including:
Beyond the direct expenses, turnover creates operational inefficiencies:
| Cost Type | Expense Range |
| Recruitment | $2,000 - $5,000 |
| Onboarding & Training | $3,000 - $7,000 |
| Operational Downtime | $500 - $1,000 / per day |
| Missed Deliveries | Dependent on the contract. |
Driver retention offers numerous advantages, making it a far better approach than continuously hiring new drivers. By investing in retention strategies, fleets can cultivate a stable and experienced workforce, leading to significant operational and financial benefits:
By focusing on retention, companies not only save money but also create a more efficient, reliable, and harmonious working environment, directly contributing to long-term profitability and growth.
You hear it over and over again: it’s the pay. Offering competitive compensation goes beyond providing a paycheck. Base pay should be complemented with performance bonuses to reward drivers for going above and beyond, such as maintaining excellent safety records or completing long hauls efficiently. Comprehensive benefits, including health insurance, dental coverage, and retirement plans like 401(k) matching, demonstrate that the company values its drivers.
Maintaining a healthy work-life balance is crucial for driver satisfaction. Offering predictable home time—such as guaranteeing weekends off or providing regular route options—allows drivers to plan personal activities and spend time with their families. Policies that enable drivers to take time off for personal emergencies or vacations without penalty foster long-term loyalty. A fleet that values work-life harmony is more likely to retain drivers over the long haul.
Investing in modern, driver-friendly trucks equipped with ergonomic seating, advanced climate control, and other comfort features can greatly improve job satisfaction. Safety technology like collision-avoidance systems and dash cameras not only protect drivers but also build trust in the company’s commitment to their well-being. Maintenance strategies should ensure that trucks are in excellent condition, minimizing downtime and frustration caused by breakdowns.
Recognizing drivers for their hard work and dedication goes a long way in building loyalty. Safety awards for maintaining clean driving records, performance recognition for exceeding delivery expectations, and milestone celebrations for years of service create a culture of appreciation. Driver loyalty programs that reward consistent service can include tiered benefits, such as access to premium routes or additional bonuses.
Did you know? The life expectancy of a CDL driver is only 61 years old. By addressing the health outcomes of drivers, the trucking industry can attract and retain more hires. Wellness programs, including discounted or free gym memberships, mental health support, and rewards for fitness challenges go a long way. If you aren’t sure where to start, contact PROJECT 61 to get more ideas about keeping your drivers trucking for the long haul.
Effective communication is key to resolving issues and maintaining trust. Regular check-ins, either through phone calls or in-person meetings, provide opportunities for drivers to voice concerns. Feedback channels, such as anonymous surveys or suggestion boxes, encourage transparency. Digital platforms like fleet management apps can streamline communication, making it easier for drivers to access schedules or report issues.
Providing drivers with opportunities to advance their careers demonstrates a long-term investment in their success. Continuous skill development, including training in new technologies or gaining additional certifications like HazMat endorsements, keeps drivers engaged and marketable. Leadership training programs prepare drivers for future roles within the organization, further solidifying their commitment.
Pairing new drivers with experienced mentors creates a supportive environment that eases the transition into the company. Mentors can offer guidance on navigating routes, understanding company policies, and handling common challenges. Peer networking opportunities, such as driver meetups or online forums, encourage knowledge sharing and camaraderie.
The hardest thing about truck driving is spending so much time on the road, away from family and friends. That’s why fleets that offer family benefits tend to have lower turnover rates. Allowing for emergency time off, financial planning resources, or childcare assistance, contributes to drivers’ work-life balance. Don’t overlook pet-friendly policies, either—more than 50% of drivers would change companies to bring their pets along for the ride.
Transparent policies and efficient dispatch systems ensure that drivers understand expectations and feel supported. Providing clear guidelines on delivery schedules or compensation for delays builds trust. Efficient dispatch systems reduce wait times and streamline operations, minimizing frustrations. A well-structured problem resolution process, where drivers can quickly address issues with management, improves overall satisfaction and retention.
Expand your driver base by providing amenities that attract more female drivers. The American Transportation Research Institute (ATRI) released a report on how carriers and fleets can mitigate challenges faced by women drivers. Providing specific amenities, such as women-only restrooms and secure parking areas, enhances safety and comfort. And networking opportunities, like through Women in Trucking, create spaces for connection and support.
Different generations of drivers have varying priorities. Younger drivers often value tech-savvy operations and sustainability initiatives. Highlighting eco-friendly practices or offering advanced technology tools can appeal to this group. Senior drivers may prioritize flexibility, such as reduced hours or lighter loads, to suit their lifestyle. Tailoring benefits and schedules to address these generational needs ensures broader retention success.
Integrating technology into fleet operations can improve efficiency and driver satisfaction. Start with DriverReach’s mobile-first job applications that set your fleet apart from the first interaction with simple, DOT-compliant tools. Communication tools, such as instant messaging apps, keep drivers connected with dispatch teams and simplify daily tasks. Performance tracking systems that offer constructive feedback help drivers improve while recognizing their strengths.
A strong safety culture prioritizes drivers’ well-being and builds trust. Offering safety incentives, such as bonuses for accident-free records, motivates drivers to maintain high standards. Regular equipment maintenance ensures trucks are safe and reliable, reducing risks on the road. Eliminate additional risks and regulatory burdens through proactive compliance with DriverReach’s Driver Qualification File Checklist.
Using data to inform retention strategies ensures continuous improvement. DriverReach helps fleets identify key metrics, such as turnover rates, satisfaction scores, and productivity levels, and provides insights into areas needing attention. Conducting satisfaction surveys and exit interviews uncovers drivers’ concerns and preferences. Adjusting strategies based on these insights creates a responsive and effective retention plan.
Driver retention is not a one-size-fits-all solution, but fleets that implement the strategies we outlined can get their turnover to under 10%. With industry averages reaching close to 100%, meaningful change to keeping your drivers around is entirely possible. At DriverReach, we’re here to help you implement these solutions with actionable tools and expert guidance.
Retention isn’t just about keeping drivers – it’s about building a thriving, efficient fleet. Let’s make it happen together. Curious about how your fleet stacks up when it comes to retention? Schedule a call with one of our recruiting specialists and we’ll give you the benchmarks on how you measure up, areas that need improvement, and if DriverReach is part of the solution.