If you tap into The National Transportation Institute ’s weekly resources, you know that “lead with empathy and understanding” is a phrase I use often.
As a host on SiriusXM’s Road Dog Trucking Radio, where I have had the privilege over the past five years to talk to and connect with thousands of drivers — and to connect with thousands more via social media centered around my Payday! With Leah Shaver monthly show — I’ve had a remarkable front-row seat to dig deep into understanding drivers’ perspectives and how we as HR leaders in our industry can lead with empathy based around that.
Prior to leading NTI, I spoke with drivers on a daily basis for years through my work as a human resources professional at a motor carrier. Continuing to understand drivers’ perspectives — across freight market cycles, technology shifts, and other industry changes — has not only shaped my outlook and career but has also catapulted NTI’s research.
As I recently celebrated my fifth anniversary with SiriusXM’s Road Dog Trucking Radio, I wanted to take a moment to reflect on the lessons I’ve learned and to share them with you.
Here are five key takeaways from hours of engaging conversations I’ve had through real talk with professional drivers on SiriusXM’s Road Dog Trucking Radio:
1. Drivers crave connection and advocacy
Like all of us, drivers thrive on human connection. This is apparent from the joy and enthusiasm drivers display in getting to know Road Dog Trucking hosts, guests, and fellow drivers who call into the show. The sense of community and engagement is palpable, and it’s something you can replicate within your fleet.
Drivers feel a significant boost in morale when they have opportunities to share their experiences, listen to others’ stories, network with peers, and feel like they are part of a team. This engagement creates a supportive environment that is essential for driver satisfaction and retention, but the nature of drivers’ work means channels for these connections have to be intentionally created. There are many ways for your company to stay in touch with drivers, and social media platforms are one of the best because drivers also can use them to connect with one another. Read more on the power of connection in our industry and on using social media to bolster driver engagement.
In building connections with the folks on air, via a wide array of their own concerns, drivers have translated that to advocacy and celebration of the important work they do to safely deliver our every day necessities.
2. Ask, don’t assume
Drivers engage at a higher level when asked a question rather than when served someone else’s opinion. Ask your drivers questions – about what they need, about their mental health, about what they want in a benefits package, about their ideas for improving your fleet’s operations.
By posing questions rather than assuming what drivers want or need, we foster a culture of openness and respect. This approach not only helps in addressing immediate concerns but also contributes to long-term improvements in driver welfare and operational efficiency and provides valuable insights for fleets. Learn more about how to elevate driver satisfaction, why mental-health check-ins matter, and what kinds of creative benefits your drivers might appreciate.
3. Transparent communication is key
A perception of deception in our industry often stems more from miscommunication than from an intention to be dishonest. Unmet expectations and poor communication by employers can make drivers become disillusioned when there is a gap between what is promised and what is delivered. Consistent and transparent communication helps in setting realistic expectations and ensures that drivers are well-informed about company policies, changes, and goals, and how they can better perform in their roles.
Building a foundation of trust and reliability through clear communication is essential for maintaining a motivated and loyal workforce. It’s crucial to start your fleet’s relationships with drivers with sincere marketing and advertising, strengthen relationships through meaningful conversations, and find out what happened and prop the door open when a good driver quits.
4. Celebrate history and legacy
Sharing your company’s history and achievements is as important as discussing current company goals. And celebrating the company’s legacy is as important as celebrating milestones met today! Knowing the origins of a company can inspire a sense of belonging and pride while appealing to the spirit of entrepreneurship among drivers.
If your company started with one truck 50 years ago, talk about that. It can instill a sense of connectedness to the company’s founder – because every driver works entrepreneurially – and people inherently like being part of something that’s been around a while. Drivers also like a small-company feel, which can be achieved even within a large fleet. If you’re looking for more guidance here, we dove into how to tell your fleet’s authentic story in the NTI Blog.
5. Drivers value dependability and reliability
The dependability and reliability of a company is summed up to a driver in productivity. That means loads, miles, and hours, as well as entails reliable, well-maintained equipment. Consistency in productivity breeds consistency in drivers’ paychecks — while lumpy or inconsistent pay is a breeding ground for driver discontent.
Mitigating drivers’ unpaid and unproductive time including layovers, detention at shippers and receivers, traffic congestion, and deadheads is one of the best things you can do to improve drivers’ attitudes toward their job and your company. Drivers value and appreciate companies that do all they can to address unproductive time that eats into their pay.
The equipment you provide also directly impacts drivers’ productivity, and therefore wages. Drivers take note when fleets invest in quality equipment that ensures their safety and comfort on the road. Such an investment reflects the company’s commitment to providing the best for its drivers, which fosters a positive work environment and driver retention.
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For those interested in diving deeper, tune in to Payday! with Leah Shaver on Road Dog Live the first Thursday of every month 11-2 ET. From paycheck questions to resolving issues around compensation, HR, legal matters, life on the road, and relationships with their employers, the show delves into topics drivers care about most and provides valuable insights for fleets, too. Check it out on SiriusXM.com or the SiriusXM app.
You also can support professional drivers and the trucking industry by following and sharing from my SiriusXM Facebook page.
Until next time, be safe and well!
~Leah
