What Driver Turnover and Equipment Fatigue Have in Common

With an estimated 2 million trucks on the road, it’s impossible to think that at least one of them is having a problem at any given time.

Trucks are enormous, expensive machines, and it’s not uncommon to see some costing north of $100,000. While they’re designed to stay on the road for decades and clock miles that would make passenger cars blush, they still go into the shop. On top of that, they often go months without seeing the inside of a repair bay.

And when they do, it’s costly. Aside from the repair price—liters of oil, transmission fluid, and the like—a truck from your fleet is sidelined. That means you’re not maximizing profitability.

Common Kinds of Wear

Like any vehicle, there are parts that wear out more frequently than others. When trucks push more than 1 million miles in their lifetime, these major parts require careful attention.

Tires. Simply put, the trucks in your fleet have more rubber on the road. And that means more rubber needs frequent replacement. In order to support the massive size of the truck and the load it is carrying, oversized tires are a requirement. Massive loads pushing down on tires over thousands of miles can cause splitting, shredding, and blow outs—all of which can be harmful to the truck, the driver, and others on the road.

Brakes. Heavy loads add to the momentum of any vehicle, making a quick stop reliant on the effectiveness of its brakes. In other words, brakes hold back an incredible amount of weight, and any wear and tear on them can cause massive problems.

Fluids. Generally speaking, the purpose of vital engine fluids—oil, transmission fluid and the like—is to reduce friction and to lessen the severity of general wear and tear on the inside of the parts a truck needs to function. Ignore needed fluid changes and you’ll see an early retirement for your trucks.

How Turnover Hurts Trucks

A painter has their paintbrush. A chef has their knife. A trucker has their truck. It’s their ubiquitous, necessary tool, and without it, they couldn’t get any work done.

Still, the painter cleans their brush, and the chef ensures the knife is clean and sharp before being put away for the night. It’s that pride of ownership that keeps tools working well. But when your drivers share trucks or are assigned different trucks, it can be difficult to instil the same pride.

This day-in-day-out switching of trucks causes drivers to feel disconnected with their vehicles, and causes them to feel flippant about any damage they might make.

And, for the drivers that hope for the cleanest, safest working environment, a dirty truck might be the last straw before they apply elsewhere.

So what can a carrier do?

How Feedback Can Help

While there may be some bad apples on your team who don’t care for or respect your equipment, the majority want a sanitary, comfortable environment to work in.

That’s where a powerful driver feedback app can help out.

By giving your drivers the ability to simply and easily provide feedback about concerns such as the cleanliness and upkeep of vehicles, carriers can make corrective action, improve truck quality, and boost turnover in the process.


Find out how WorkHound helped one carrier save thousands in turnover and related expenses in this case study. Download your copy now!

Avoiding Bad Apples: How Culture Fit and Feedback Work Together

The old idiom ”one bad apple spoils the bunch” isn’t just an allegory. For companies like yours, it’s entirely true.

Even one negative driver can bring down the morale of the whole team. Rumors can run rampant, resentment gets spread around and an overall feeling of malice hangs in the air. The result, ultimately, can be turnover. And not just for the original driver with the less-than-optimistic attitude.

It’s OK to have a bad day out on the road. (Who hasn’t?) But it’s another situation to have a bad week, month or year.

But how can these negative attitudes impact employees? What does that mean for culture fit? And how can carriers address the situation?

Negativity Means Low Engagement

Ask your drivers, and ask around headquarters—everyone has a ton on their plate. We’re all asked to do more with less to keep costs low and profitability high. But negative attitudes can turn this fact of life into a reason to be constantly critical.

And when your people are critical and hard to please, they’re not really engaged with their work. And that means low productivity and high turnover are just around the corner.

Negativity Means Unhappy Customers

Imagine going to a baseball game where the mascot was having a really bad day—and showing it. Or if your waitress at a restaurant was surly and uncooperative. It would make for a poor experience, and you’d go out of your way to not repeat it.

When your drivers are negative, your customers feel the same way. Your drivers are extensions of your brand while out on the road, and if they’re not good ambassadors, word spreads around fast.

Coupled with the high cost of driver turnover, losing clients is a costly deal for carriers.

Negativity Means Unhappy Drivers

Negativity doesn’t just create shockwaves in your organization. It can tarnish the health of your drivers as well.

A growing body of research suggests that sadness can negatively influence physical wellbeing, as well as emotional wellbeing. Failure to cope adequately with sadness imposes higher stress on the body, which can result in autoimmune diseases, heart problems, and a greater tendency toward self-harming behavior.

For drivers and carriers alike, that’s a lose-lose prospect.

How Culture Fit Comes into the Picture

Truly negative drivers are crafty. They don’t show signs of their pervasive negativity until well after they’ve been handed the keys.

Culture fit is the glue that holds an organization together. That’s why it’s a key trait to look for when recruiting. The result of poor culture fit due to turnover can cost an organization between 50-60% of the person’s annual salary, according to the Society for Human Resource Management (SHRM).

By knowing what traits you want from a driver and asking the right questions ahead of time, it’s possible to see that they’ll be a good fit before you hire them.

After you hire them, there’s feedback.

How Feedback Can Help

When your drivers are out on the road for weeks at a time, it’s easy to understand how they might feel lonely, isolated and negative.

But by giving them an actionable driver feedback platform that offers the ability for drivers to speak their mind about the things and people that cause trouble out on the highway, you turn down the negativity and ramp up the culture fit.

And that’s something that will put a smile on your face.

See if WorkHound is the right fit for you. Click here to schedule your free 15-minute consultation!

Reaching the Silent Majority: Why Your Drivers Aren’t Speaking Up

In the world of surveying and polling, there’s a major problem: sampling error.

Let’s say in politics you’re trying to get a handle on whether people are more likely to vote for Candidate A or Candidate B. If you just called people in Candidate A’s hometown, you’re likely to get skewed results.

By spreading out the people you survey, you get a broader, more accurate perspective of what the results are likely to be.

Still, many modern companies are committing the same sin: they’re only taking feedback from a select few. By omitting the silent majority, you’re missing out on what the real issues are.

Your Company’s Silent Majority

A silent majority can be loosely defined as an unspecified large group of people who do not express their opinions publicly. To borrow an idiom, they’re the non-squeaking wheels—and they don’t get the grease.

Sure, your company has an open door policy. And you’re sure to let your drivers know, from day one, that your door is always open if there are any concerns.

And while you might have a handful of drivers that are taking advantage of this benefit (20 to 30 percent, for instance), the majority of your drivers don’t embrace it.

And that’s a major sampling error—the people who do make their concerns heard are not always representative of the concerns of your company as a whole. They just have the wherewithal to tell you about it.

For the silent majority, that means a lot of silent miles, brooding over concerns, and, eventually, an early return to headquarters to drop off the keys to the truck. And, at the cost of $5,000 to $8,000 to replace just one driver, that’s incredibly costly to companies like yours.

For carriers, understanding the reasons why this silent majority exists is key to lowering turnover.

Why The Silent Majority Stays Silent

If you’re interested in learning why the silent majority stays silent, put yourself in their shoes. Often, an open door policy might feel like an invitation, but can feel like a chore for your drivers to participate in.

Worse yet, there might be other barriers:

  • Drivers might not have great rapport with staff. If you don’t like the people at headquarters, they won’t stick around to talk with you.
  • It’s out of their way. Hang out at headquarters to talk to their boss or head home to the family—the choice is clear.
  • It’s intimidating. Having a one-on-one conversation with anyone who controls their career is always a hard thing.
  • They feel like they could get in trouble. You say your conversation is anonymous, but is it? Fear of retaliation in trucking is a very real thing.

In other words, the silent majority has a number of reasons—justified, in their mind—to stay completely silent.

And when their feedback fails to get heard, not only do your turnover rates skyrocket, but you miss out on actionable information needed to improve your business and provide a better service to your valued customers.

So, how can you effectively reach the silent majority?

How to Reach the Silent Majority

When your people aren’t speaking up at the opportunities you’ve made available to them, that just means you need to find a simpler, more discrete way to let their voice be heard.

So why not focus on where they are now—on their smartphones?

By letting drivers speak their mind through an anonymous driver feedback platform, it becomes easier than ever to get to the heart of your drivers’ concerns.

Reduce the friction and improve the ability for your drivers to give you feedback. In turn, you’ll create a better environment for them.

Curious to learn more about WorkHound, or to see if WorkHound is right for you? Click here to get started on your free 15-minute evaluation.

Why Driver Feedback Must Be Addressed Quickly

When you own a home, you own a ticking time bomb that could go wrong if not addressed immediately.

A hairline crack in the foundation isn’t a big deal. Until it starts splitting and water starts seeping through it.

A missing shingle on the roof isn’t a huge fix. Until the wood beneath it rots and turns your ceiling into a dripping mess.

In other words, it’s better and more productive to address a problem before it turns into a different, larger problem. And that’s true for your home as well as your business.

Why Act on Feedback Quickly

A survey published in the Harvard Business Review articulated what managers have thought for decades: it’s not enough to be good at your job. You have to respond quickly.

95% of top leaders were found to be both effective and quick. The fact is that both are necessary, and neither alone is sufficient, to be perceived as an exceptional leader today.

As Adam Fridman explains in an Inc.com article, It's difficult to overstate the importance of speed in business.

We live in an age of near-instant gratification, where consumers are not-so-patiently awaiting the next big thing. We post something on Facebook or Instagram, and within minutes, we get feedback on its quality from friends.

And, when your drivers provide feedback to you, it’s expected that changes are made at the same speed.

If your business isn’t reacting to feedback with the same rate, you’re missing out on presenting yourself as a viable leader, and you’re not presenting your company in an agile light.

But when you fail to act upon feedback quickly, the results can be damaging.

What Happens When You Act Slowly

Driving is a volatile job. Your drivers are on the road for days and weeks at a time, away from their families. Everything you and their dispatcher says resonates in their head on those lonely stretches of highway.

On Tuesday, they might be members of your team. But something could happen on Wednesday that irks them—and by Thursday, they’ve turned in their truck keys. That’s just the speed of business. It’s imperative to address the issues your drivers have when they’re 20% frustrated, before those frustrations turn into anger and an early departure.

Everyone wants to have a voice—to feel like they’re being listened to. And even if you’re collecting feedback on a yearly or monthly basis, chances are, the opportunity to correct that issue has come and gone.

In a company with high turnover rate, reacting slowly to driver feedback will cost you dearly. Just like your house, failing to make a small repair at an initial time will ripple outward to an expensive problem. After all, the cost of replacing one driver is between $5,000 and $8,000. Multiply that by dozens of drivers, and you’ve got a costly issue.

And it could have been fixed if that driver feedback would have been acted on more quickly.

The Fastest Way to Get and Address Feedback

Your drivers are posting on Instagram, Facebook and Twitter all the time, and they’re getting feedback about the things they post there.

So why not meet them where they already are—on their smartphone?

Instead of waiting for another yearly driver feedback survey, try WorkHound—the mobile driver retention platform that moves as fast as you do.

When you can get immediate feedback directly from drivers, and turn that feedback into actionable insights to improve your business and your drivers’ experience, you’ll get the bottom-line results you need from an engaged team of drivers happy to stay on your team.

Find out how WorkHound helped one carrier save over $500,000—download this impressive case study.

Respect: The Secret to Empowering Driver Success

Respect: everyone needs it, yet it can be hard to give. Many employers try to show respect exclusively through a paycheck. As if payment alone is enough to show that your people are worthy.

News flash—a paycheck isn’t respect. It’s just compensation.

To really get more from your people and boost turnover, it’s time to double-down on showing respect for your people. Here’s why and how to do it.

Why Showing Respect Is So Important (Yet Tricky)

As Jennifer Deal explains in a Wall Street Journal article, one of the big mistakes leaders make is believing that they know exactly what respect looks like.

The problem is, while people know what respect looks like to them, they don’t necessarily know what it looks like to others, because not everyone sees respect the same way.

As the owner of a trucking company, your drivers show they respect you by showing up to work, doing their job and pitching in where needed.

But how can you show respect to your drivers? Why is it even necessary?

Respect is necessary because your drivers have a choice to work where they want to, and they’ve chosen you. It’s up to you to keep up that end of the bargain by proving to your drivers that you respect them in the most meaningful way.

According to research from executive advisory firm CEB, the top three things employees look for when seeking a new job are stability, compensation, and respect. Your drivers value respect even more than health benefits or work-life balance.

So, when you fail to show respect, companies can create massive issues.

What Happens When You Fail to Show Respect

While respect might look different for one person than another, there’s a clear thread that connects everyone’s different concepts: having their voice heard.

Everyone wants to be listened to. And when their voice isn’t heard—or that bond of respect fails to happen—people leave. Respect and appreciation are what staffs have consistently stated as the number one item they lack but desire in their work, and is a major reason for turnover.

By the American Trucking Associations’ estimation, annual driver turnover hovers at nearly 100% at larger carriers. It  costs $5,000 to $8,000 to recruit and hire one driver. At this rate, driver turnover can easily cost a 200-driver operation more than a million dollars.

Even if just a few of those departed drivers leave due to lack of respect, that’s money out the door for your company.

But how can carriers build a culture of respect? And how can they demonstrate respect on a day-to-day basis?

Feedback: A Key Way of Showing Respect

According to a Harvard Business Review article, no other leadership behavior has a bigger effect on employees than demonstrating respect.

How should trucking leaders show that they respect their people? Give them an opportunity to make their minds heard—and close the feedback loop by following up on what they have to say.

When you use a powerful driver feedback platform that lets your drivers share crucial information—what troubles them, what helps them do their job and more—you get feedback that can then be used to optimize your business and retain your people.

And that’s a perk that deserves serious respect, and it’s one everyone can agree on.

Curious to learn more about WorkHound, or to see if WorkHound is right for you? Click here to get started on your free 15-minute evaluation.

Need to Accelerate ELD Compliance? Try This Out

There are plenty of jobs that require employees to clock in and clock out each day. In fact, what draws truckers to the industry is the freedom of being behind the wheel and on the open road.

But in a strictly regulated industry such as trucking, that freedom only goes so far. Recent regulations have made great steps to ensure driver safety—but they’ve also been an enormous headache for carriers.

And the most recent, most pressing regulation bearing down on carriers is MAP-21. If you’re not ready to make the changes, your company could see incredible fines.

Luckily, some companies have found a way to speed up that process.

Background on Legislation

President Obama signed the Moving Ahead for Progress in the 21st Century Act (MAP-21) into law on July 6, 2012. Designed to fund surface transportation, the act makes sweeping changes for companies of all sizes.

In the act, the Federal Motor Carrier Safety Administration mandates the use of electronic logging devices (ELDs). These devices electronically record a driver's record of duty status (RODS). This replaces the paper logbook some drivers use to record Hours of Service (HOS) compliance.

ELDs help create safer work environments for drivers. The also make it easier and faster to track, manage and share data. That said, the change is abrupt. Carriers and drivers who are using paper logs must transition to ELDs no later than December 18, 2017.

But what happens if companies don’t comply?

The Importance of Complying

HOS documentation fines aren’t a new thing for carriers—they’ve been around as long as paper logs have. One article cites industry-wide HOS fine amounts totaling over $330 million since the start of 2015.

The FMCSA has not officially stated what happens when companies do not follow the ELD mandate. But estimates show that the fine per acute violation could be around $8,700.

And more than $8,000 per offense can add up very quickly for cash-strapped carriers.

The ELD mandate requires companies of all sizes to make a leap into new technology. But for companies slow to change, this might present a challenge.

How Feedback Can Create Impressive Change

While drivers will save an incredible amount of time—$1.6 billion worth, according to one estimate—many carriers will still find their drivers struggling to use ELD devices.

Why? Change is hard, and change involving unfamiliar technologies can be harder. Set-in-their-ways drivers who cling to their paper logs will find it difficult to change.

So what can carriers do to increase use of ELDs? Put emphasis on driver feedback.

By giving your drivers an anonymous feedback platform to share feedback on ways to improve on the transition to ELDs, companies can see first-hand how the program is working. Better yet, when a driver raises a pressing issue, companies can drop the veil of anonymity and reach out to individual drivers.

Getting everyone on your team familiarized with ELDs might be a tall order for your company. Using them is a separate battle. But with WorkHound, it just got easier.

Accelerate your ELD compliance. Schedule your free 15-minute assessment to learn how WorkHound can give your drivers a voice during the transition.

How Carriers Can Take Driver Mentorship Further

When you’re in college, you seek out the help of older students and professors for the help you need to get top grades.

In the military, servicemen and servicewomen rely on superiors for  critical knowledge.

In all disciplines, the bond between a mentor and mentee is inexorable. And even though they usually don’t share a cab with each other, the bond that drivers share is tight as well.

Online, drivers hang out in forums and social media. They ask and get answers about crucial trucking news. In person, you see these tight partnerships made at truck stops or at headquarters.

In all fields, mentors are the people who step forward and offer  experience to help new employees out. And, as studies find, mentors are key to success and employee retention.

Why Is Mentorship Important?

Being a mentor isn’t the same thing as being a supervisor. There’s no power imbalance—it’s two peers sharing information. It’s grounded in mutual respect, not hierarchy.

No matter the industry, mentorship is a key way of building trust between team members.

According to a 2009 study from the University of Nebraska-Lincoln, there is a direct parallel between mentors and positive business outcomes.

“The fostering of mentoring relationships may assist organizations in simultaneously promoting effective knowledge transfer and the commitment that assists retention,” wrote the study’s author.

Accordingly, some carriers offer mentorship programs. This helps them influence the motivation of their drivers. It provides an intangible satisfaction: knowing they’ve helped someone start their career.

Plus, at the carrier level, mentorship programs can:

  • Boost retention
  • Help transfer knowledge and skills
  • Increase on-the-job training that reduces off-the-job training costs
  • Help new owner-operators become adept drivers and businesspeople

Going Further Than Mentorship

At some point, drivers “graduate” from their mentorship programs. They’re no longer required to be under the wing of a more seasoned driver, and the reins get cut loose.

The mentorship the seasoned driver shared with the rookie driver can take them far. But that rookie driver will eventually run into a circumstance that their mentor didn’t train them for.

Creating a mentorship program has another key benefit: showing your drivers you care about their growth.

It’s the opposite of a “my way or the highway” mentality.

When you encourage anonymous feedback from all your drivers on the road, it’s like being a mentor to them. You’re not being a supervisor. You’re encouraging feedback that creates a mutual benefit.

Plus, there's a benefit in anonymity. Since mentorship requires a lack of hierarchy, drivers feel unencumbered to share information. When there's no identity, there's no fear of retribution.

Driver feedback can also help the company reach their goals. When drivers let companies know the challenges they encounter, companies can close the feedback loop.

Being a mentor to your drivers doesn’t stop after a few months on the road. As a leader in your company, you can lead the charge to improve retention in your company.

Curious to learn more about WorkHound, or to see if WorkHound is right for you? Click here to get started on your free 15-minute evaluation.

5 Questions to Ask Before Building Your Own Driver Retention Tool

In the life of every business, there comes a time where you’re at a fork in the road. Where you have to choose one path over the other, and there’s no looking back or second-guessing.

Is it time to grow, or should you save money? Is the time right to expand, or should you conserve resources for later growth? Do you have to spend more on recruiting ads, or do you spend more on keeping the drivers you already have?

If you’ve been pondering that last question, the answer is obvious: an anonymous feedback tool has clear benefits for your company. But should you build the tool yourself, or does partnering with an outside vendor make more sense for your company?

If you’re on the fence about making your own driver retention tool, consider these five pressing questions before making the leap.

Do you want to divert capacity away from your core business?

You’re in the business of trucking. Everything your company does revolves around that, from drivers to dispatchers to mechanics to human resources. Chances are, there’s no one already on your team who is particularly adept at making an effective app. You excel at trucking, but it's extremely hard to also excel at software development.

By making the commitment to create a driver engagement app, you’re diverting resources from your core business. Consider keeping your IT team focused on improving core functions of the business.

Do you have extra capital to work on this project?

If you’ve tried to hire a software developer recently, you’ve probably discovered something: they really aren’t cheap to hire. A full-time software engineer can be hired to work on your new project, but they can cost $100,000 or more per year.

Building your own tool is expensive. If you’re going to create one custom-built for your company, consider the up-front cost of hiring a team.

Who is going to review the data?

So you’ve built a driver retention tool and are collecting all sorts of information from your drivers regarding their experiences. What are you going to do with that?

Without having a dedicated person (another expense) to comb through the data and make sense of it, you’re not going to get the actionable takeaways you need from that data.

Do you have a process to close the feedback loop?

Gathering feedback is one thing, but acting on it is another one entirely. If your workers raise issues, you must either take action or give more information. If concerns are expressed but not addressed, trust will quickly be lost.

Failure to close the feedback loop—from driver to company and back—will leave drivers in a state of ambiguity. And, after all, the most toxic thing anyone can do is ask for feedback and not do anything with it.

If you're investing in a feedback platform, ensure that it provides tools to close that loop, either individually with the driver, and/or with the fleet as a whole.

Will they really use this tool?

You could invest time, money and effort into creating the best in-house feedback tool ever seen, but it will still fail if drivers won't use it.

Many companies struggle to gain the trust of their drivers. Whether founded or not, this lack of trust will often prevent drivers from sharing.

At WorkHound, we offer Trust-as-a-Service.

First, we keep all comments anonymous at the driver's discretion. Once they see they have the choice whether or not to reveal their identity, they gain confidence. This confidence then breeds the trust to reveal and work with the company to address issues.

Second, WorkHound is a third party, so we have the advantage of a blank slate when asking drivers to trust us. Trust is easy to lose and extremely hard to get back. If your company struggles with trust issues, you probably need a third-party tool.

Choosing to create your own driver retention tool might be the right avenue for your company, but there are issues to address ahead of time. If you’re on the fence, reach out to WorkHound for your free 15-minute evaluation to see if it’s right for you.

SurveyMonkey vs. WorkHound: Picking The Right One

In years past, you might have gotten a knock on your front door from a survey-taker. Or you might have encountered one on a street corner, asking you to sign a petition to stop one cause or raise awareness of another.

While in-person surveys aren’t quite a thing of the past, as these sorts of things still happen, their heyday has passed. And, largely, they’ve been replaced by online survey tools.

In 2012, the e-survey company Mindshare Technologies said it completes more than 60 million surveys annually, and the rate of surveys online has gone exponentially up since then.

For things as major as election polling—and things as inconsequential as what movie your group of friends wants to see—we’ve become accustomed to online polling.

SurveyMonkey is one of the more popular survey websites and many carriers use it to gauge the engagement and dedication of their drivers. But is it the best choice?

Advantages of SurveyMonkey

SurveyMonkey is undoubtedly powerful and popular survey program, with 25 million users and 90 million survey responses a month in 2015.

Typically, online SurveyMonkey surveys are rapid-fire, with a near-immediate response rate. Plus, these surveys are simple: participants can pick a moment that suits them best.

Researchers have also found that anonymous online surveys yield more honest answers. By designing and sending relevant and targeted surveys, people are more likely to respond with honest answers.

There are many benefits to online survey tools such as SurveyMonkey, and they’re not to be dismissed. The disadvantages lie not in the execution of the survey itself—rather, they’re after the survey is over.

Disadvantages of SurveyMonkey

So you’ve collected dozens of responses from your drivers using a SurveyMonkey survey. They’re neatly gathered in an Excel document. Now what?

Effective surveying requires being able to first gather information and then turn that information into more actionable tactics to help your company out.

One of the disadvantages of survey collection programs such as SurveyMonkey is that they excel on the information collection end, but fail to draw out useful information after the fact.

With just a table of data, the real insights to the issues that are troubling your company are really up for debate—discerning what to change and what to keep the same exclusively from a SurveyMonkey survey is a mistake.

Worse yet, many SurveyMonkey participants fail to even receive their survey emails, as they can get caught in email spam filters.

Gratefully, for companies looking to get a pulse of the engagement and happiness of their people—and turn that insight into real, substantive change for their whole organization—there is another way.

WorkHound’s Advantage

Custom-built to address the problem of turnover in the trucking industry, WorkHound exists for the solitary goal of retaining your drivers, unlike SurveyMonkey.

But, even more importantly, WorkHound offers an impressive array of post-survey analytics and reporting features to filter data, make sense of it internally and determine how to act it.

WorkHound comes with features that companies of all sizes need to determine the best course of action from a survey. With this powerful anonymous driver engagement platform, it’s easier than ever to identify issues to address, where you want to take action, and how you want to communicate with drivers to close the feedback loop.

To top it off, WorkHound has a customer success team built to hold your teams accountable and drive action. After all, the last thing any of your drivers wants is to be asked for their feedback and see nothing come of it.

Your drivers are already on their phone. Why not target them where they already are with WorkHound and get the real results your company needs?

Discover for yourself how WorkHound can bring real growth to your company. Contact us now for your free 15-minute assessment.

Is Advertising the Best Approach For Filling Your Trucks?

Out there, in the lot behind your headquarters, are rows and rows of empty trucks.

And for every day—every minute—they sit idle, you’re missing out on money. Those trucks should be on the road, but with a sky-high driver turnover rate, finding the right people to fill them can be a tall order.

As your drivers roam the roads of North America, they’re bombarded with endless messages at truck stops, on the back of other trucks and on billboards, each tempting them to leave your team and join the competition.

To combat this, most carriers choose to fight fire with fire—to create just as many ads as their rivals in the hopes of attracting new drivers to fill seats.

But is this the best, most efficient thing to do?

Let’s take a look at the pros and cons of advertising as a sustainable method of building a thriving team of drivers.

The Benefits

Clearly, there are some benefits to advertising. If it didn’t work in some regard, it wouldn’t be a popular tactic.

Consider the fact that the average age of experienced drivers is in their 50's. While a print-based advertising campaign might be enough to draw those kinds of drivers, that strategy might fall on deaf ears to younger generations who favor social media.

In other words, there are an incredible number of drivers out there, and each one is captivated by various kinds of media. It can be difficult, not to mention incredibly costly, to create in-depth campaigns across a wide variety of mediums to appeal to all audiences.

Advertising can work, but only if you’ve got the means to do it.

The Drawbacks

For decades—even into today—the world of advertising was about who had the loudest, the flashiest, the brightest thing. It wasn’t about the product at all. It had nothing to do with ensuring your driver would find a great fit at your company.

It was just about getting attention.

All those decades of noisy TV ads, screaming radio commercials, banner ads and people spinning signs on the street corner made us very impatient and distrusting of advertising. More than that, they often aren’t effective.

“While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work—they don’t generate awareness or drive any lift in purchase intent,” said Randall Beard, president, Nielsen Expanded Verticals.

If the effectiveness of advertising as a whole has gone down, and the benefits are slim, there has to be a better way of getting drivers.

As it turns out, there is. And it’s an unlikely source: your current drivers.

The Best Drivers Are The Ones You Already Have

When you’re facing lots of turnover, it can be tempting to turn to advertising as a way to pick up new drivers. But it can be much more cost effective to keep the drivers you already have engaged and motivated.

The average cost of replacing a driver isn’t a small number—typically in the $5,000 to $8,000 range. For a carrier with 100% turnover and 500 drivers, the $3 million mark is easily eclipsed. And that’s just in replacing your drivers, not to mention trucks sitting idle.

By providing your current drivers an outlet to share their feelings and troubles about their job, you’re listening to your people and getting actionable feedback on how to make things better.

With WorkHound, the anonymous feedback app designed for trucking companies like yours, you’ll get the tools you need to take action, keep your people in place, drive down turnover and save money.

Find out how WorkHound helped one carrier save over $500,000—download this impressive case study.