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Brad Callahan
Vice President, Business Solutions Group

Why the Trucking Industry Needs Workplace Incentives Now

Worker retention is a challenge hitting nearly every major
industry these days. For example, in the trucking industry, truck driver
shortage hit an all-time high of nearly 50,000 in 2015 and is expected to reach
175,000 by 2025. Trucks carry approximately 70 percent of all U.S. freight, so
truck driver retention is important to the trucking industry
to the thousands of industries that
rely on it. We suggest that
can increase driver retention and also reinforce desired

Let’s look at issues related
to acquiring and keeping qualified drivers
and how a new disbursement and incentive solution can attract them.

Building a
pipeline of qualified drivers begins with attracting the right candidates, 
and the best source for those candidates is referrals. Cash rewards in
the form of a
for qualified referrals is a proven success strategy in any

. Retirement is one factor contributing to the
truck driver shortage. Attracting and retaining young drivers to a career in
trucking is an ongoing challenge if employers haven’t
adopted practices that appeal to those generations. For example, you’ll attract more young drivers by recruiting
than by more traditional channels, such as job fairs. Work-life
balance and flexible work arrangements (see below) are important to Millennials
and companies that offer these options have a strong recruiting tool.

Even onboarding needs to be revised for generational expectations. Consider this: Millennials and the generations coming after them are “mobile-first” in their communications
expectations. Recruiting and onboarding programs
that are accessible via mobile devices are the expected norm and the preferred
channel of communication. A positive
onboarding experience leads to the better acquisition of quality drivers and
greater retention down the line.

. Proper training will shorten the driver learning curve, increase
productivity, improve safety and lay the groundwork for long-term retention.
The best candidates expect excellent training and the right incentives support
it. Advanced training will also become paramount
as autonomous trucks become mainstream, and
truckers move higher up the scale as knowledge workers, piloting trucks on the
road as well as remotely.

the diverse preferences of today’s workforce, pressures on their time, and the
need for technology-driven professional development, look to leverage
disbursement solutions that deliver driver payouts and incentives with the
greatest flexibility for paying bills, reallocating funds to love ones,
obtaining cash, and retail

Truck drivers need to do more than “deliver the goods.” They have to do it on
schedule, on time. Incorporating more flexible work arrangements whenever
possible meets a generational demand (flexible work arrangements are a top
priority for younger workers) and increases retention, no matter what the
industry. Currently, thirty-six percent of

Being away from
home, on the road, and physical demands combine to make truck driving a
uniquely challenging job. Utilizing a payment system that provides drivers visibility
and control over their funds, coupled
with the creative application of reward and recognition, will go a long way in
boosting long-term retention. Rewards for advancing their technical knowledge, sustaining
safety standards, achieving productivity or fuel economy goals will resonate
with drivers.

Is your organization
concerned about attracting and retaining well-qualified employees? Are your
incentives falling short of goals?
Contact a Marketing
Innovations solutions expert to learn how we can help.


Alicia Bedard. October 3, 2016

The American
Transportation Research Institute.