How Carriers Can Attract and Retain Qualified CDL Drivers

Long-haul truck driving sees a turnover rate of 90% to 94% in one year. This means if you’re looking to hire CDL drivers, most of the drivers you hire in a year won’t be there at the end of the year. Companies hire CDL drivers with no experience, but many new drivers either quit their first company within the first six months, or they leave the industry altogether due to low starting pay, long hours, and difficult conditions.

At Trucker Social, we’re going to look at why the turnover rate is so high, why drivers leave companies, and what you can do to see a better retention rate of your drivers. If you don't want to constantly look for new truckers, you need to find ways to retain your talent, and we will show you a few tricks to keep drivers.

Why is the Turnover Rate so High?

The turnover rate stays high in trucking less because drivers leave the industry and more because of better pay, better routes, and better work conditions elsewhere. This problem has existed for decades.

One thing we have to remember is that truck drivers leaving their job isn’t necessarily an indication of them leaving the industry altogether. In fact, most of them don’t leave the industry: They hop on with another trucking company.

Retirement and exits do count for some of those leaving trucking, but it only accounts for a small number of truckers.

Trucking is a tight labor market. To get drivers, fleets must increase their pay, and recently, this has happened at an extraordinary pace. Since 2019, truck driving pay has increased 25% for longhaul truckers, according to the American Trucking Associations. Even when hiring CDL drivers with no experience, these drivers tend to see a better pay rate than in the past.

Calling it dissatisfaction with the profession misses the mark. Most of the time, the turnover rate is high because there are better opportunities elsewhere, or the trucking company they were working for slighted them in some way.

Now that we’ve explored why the turnover rate is so high, let’s look at what you can do when you hire CDL drivers to retain talent.

Trick #1: Sign-On Bonuses and Incentives

When truckers work for a company they love, they will brag about it and even stay with you through thick and thin. That’s why sign-on bonuses and incentives matter because they make your job more appealing.

One of the mistakes trucking companies make with their crew is that they might offer an attractive sign-on bonus, but then they find a way to disqualify the driver.

An example of this with the fuel efficiency incentive is they might see that the driver is getting close to the bonus. When they see this, they reassign the driver to a mountainous route so that they will use more fuel.

They might also use a slow-paying schedule, tie the payout to unrealistic weekly mileage, or something that they know will disqualify the driver.

Don’t do this. It will backfire because you will lose that driver. Jobs that hire CDL drivers and find a way out of doing what they said for bonuses will lose in the end. The truck drivers will have no loyalty if you mistreat them.

Saving money in the short-term will mean losing it to a higher turnover rate.

Trick #2: Set Realistic Expectations

When a recruiter overpromises, this can backfire by creating bad feelings with your truckers. You want to set realistic expectations for routes, schedules, and home time. Create a positive company culture that aims to respect drivers for the talent they bring to your company, and you will see your retention rate go up.

Prime Inc., Crete Carrier Corp., and Old Dominion are all trucking companies widely recognized for their positive company culture.

When you do this, you will also improve your safety and compliance because drivers will see that the leadership embodies these values.

Trick #3: Keep Safe, Updated, and Comfortable Equipment

Keeping your drivers with safe and up-to-date equipment shows that you care about their well-being. Modern technology ensures your driver takes the optimal route, and keeping good maintenance of your trucks reduces the risk of a breakdown. You want to make their job as easy as possible so that they will enjoy it and want to keep working for you.

The interior should also be comfortable. An uncomfortable trucking interior can quickly lead to chronic fatigue. Examples of how you can upgrade the interior include:

• Upgrade the driver’s seat to ergonomic seating

• Ensure the sleeper berth has a proper mattress

• Install blackout curtains and light blocks

Trick #4: Opportunities for Growth

You want to highlight commitment to career growth. This one especially works with the younger drivers looking to advance in their trucking career. If they feel like they’re working at a dead-end job, they will look for opportunities elsewhere.

Some companies do this by offering specialized training where drivers can get an education for the high-paying niches like hazmat, tanker, and flatbed hauling.

You might also let experienced drivers take on more of a role where they can transition into a position as a paid trainer, safety coach, or driver trainer.

There are companies out there like Roehl Transport, Swift Transportation, Landstar System, and Arc Best that even train drivers in how to become an owner-operator. For example, they might have a lease-purchase option or business training.

This one may not do much for retention, but there are drivers out there who will seek you out because you offer that program, and they will stay with you longer while you’re also helping to make a positive difference in their lives.

Sign up at Trucker Social and Find Qualified Trucking Talent

You can post a job on Trucker Social to hire CDL drivers by signing up here. Keeping what we covered in mind, we have a pool of qualified and experienced talent looking for great trucking jobs. Even when your company loses drivers to another company, you can always visit our platform to find more trucking talent. The sad reality is that with the driver turnover rate so high in the industry, you can do everything right, and you still need to occasionally hire more drivers.

You will eventually need to find more talent, but with a good source like Trucker Social, you can find more drivers when you need them. Check us out and see for yourself!