Boost truck driver retention rates with recognition, support and appreciation

Professional truck drivers play a vital but often underappreciated role in business. They are charged with delivering goods safely, securely and on time to keep supply chains open and the economy humming. The need for drivers who can handle all that is only growing. By 2033, job growth will increase 9% for light delivery truck drivers – much faster than the average for all occupations – and 5% for heavy truck drivers.¹  

 With demand for quality truck drivers growing, how will business leaders and fleet managers prioritize recruitment and truck driver retention? 

 Prioritizing truck driver job satisfaction and showing truck drivers appreciation are both good starts. While National Truck Driver Appreciation Week happens once a year, fleet leaders can take proactive steps to show appreciation for truck drivers, protect against worker dissatisfaction and keep drivers engaged any time of the year. 

 Ways to show appreciation and increase truck driver retention 

Like any other type of employee, truck drivers want recognition for their efforts and respect for the importance of what they do for your business, the economy and society. Recognition programs don’t need to be complicated. Just doing it can go a long way in how drivers feel about their role and the fleet they work for. Consider these four ideas: 

• Revisit compensation and benefits. Can you make your salary and benefits package more competitive or offer a one-time bonus or new work-life balance options? Offering drivers more flexibility or better benefits when they’re on the job may go further in improving truck driver retention than you might think.
• Treat drivers to a meal or other thoughtful gift: Consider hosting a truck driver appreciation lunch or other social event for drivers and their families. It’s a great way to unwind, have fun and show how much their service means to your company. Maybe even make a longer celebration of it, with National Truck Driver Appreciation Week as your theme.
• Spotlight key accomplishments. Select one or more drivers and personally thank them while spotlighting them on social channels, in onsite common areas or in company-wide communications. Fleet management software with asset tracking can give you driver scorecard metrics and milestones, such as fuel saved, miles driven, downtime and more to make your recognition more specific, personalized and authentic.
• Ask drivers what they think. Create an environment of open communication and make drivers feel like they are being heard. Establish anonymous surveys and regular monthly or quarterly check-ins. Listen to driver feedback about what’s working and what isn’t – and then act on it. Make changes to improve their jobs based on specific feedback and make sure you communicate those changes. 

Learn how strategic video-based coaching can help you hang on to your best drivers.

Invest in technology that supports driver safety and efficiency 

Modernizing operations and investing in fleet management technology can help reduce fleet costs.² By gathering and analyzing driving data, fleet management software can also promote safety and efficiency, which can in turn impact truck driver retention and overall well-being. 

Fleet solutions can make drivers’ day-to-day easier by helping with time-consuming and complex safety and efficiency tasks. Fleet management can:

• Protect drivers: In 2022, two-thirds of all workplace fatalities occurred in trucking.³ It’s no wonder that drivers may not always feel valued or safe on the job. Fleet management technology with an integrated AI-powered dashcam provides audible in-cab alerts to help drivers perform at their best and avoid risky driving behaviors like drowsy or distracted driving.

High-resolution maps in these systems give both managers and drivers insight into vehicle locations to further increase safety and enable real-time emergency response. Dashcam video can also help in the case of false accident claims and provide a visual record of incidents that happen due to severe weather. Drivers know you have their back, prompting greater overall truck driver retention trends.

• Elevate training: Integrated GPS tracking can help managers coach drivers toward more productive and safer workdays. Set up formalized safe-driving programs and scorecards using fleet management technology data to encourage earning high ratings and rewards. Messaging is important – position these programs as a benefit to driver performance and safety, and not just the company bottom line.
• Plan more efficient days: Give drivers the efficiency and predictability that values their time and reduces their stress. Route optimization and planning software use powerful AI, algorithms and an API interface to determine the most efficient, quickest sequence of jobs and multi-stop routes. It adapts to last minute changes, offers “the day ahead’ view, and enables faster communication with drivers.
• Predict maintenance needs: Vehicle maintenance directly impacts fleet driver safety. Fleet management technology allows you to monitor vehicle health and schedule routine maintenance. Completing these checks at timely intervals can help reduce future problems on the road and let drivers know that you have their back. 

Your drivers have been working hard while managing workloads, time away from home and all the risks of being out on the road. Make National Truck Driver Appreciation Week an opportunity to show you care while boosting truck driver retention in a way that benefits your entire business.  

Technology can help make it easier to support drivers and boost your retention rate. Schedule a free live demo of Verizon Connect fleet management technology today. 

1 U.S. Bureau of Labor Statistics 

2 2025 Fleet Technology Trends Report 

3 U.S. Bureau of Labor Statistics