麻豆传媒

Reports from the International Road Transport Union estimate that current vacancies could even double to seven million by 2028¹. Many factors are contributing to these shortages from an ongoing struggle to recruit women into the sector, to an aging driving population and an inability to attract young people 鈥� less than 12% of HGV drivers globally are under 25 and only 6% are women². 

So, what can fleets do to reverse this trend? Some have addressed shortages with enhanced renumeration. Nearly half of 麻豆传媒 businesses increased HGV driver salaries in 2021 to stem driver flow³. But salaries alone can鈥檛 provide the long-term solution. 

Instead, fleets need to think holistically and creatively about how to build positive and attractive working cultures, with these five strategies providing an impactful place to start.

1. Create a driver-centric culture

In decades gone when drivers were on the road for hours and days at a time without being seen, they were often treated as a homogenous resource. But the abundance of data available to fleets today is radically changing this approach for the better.

New in-vehicle monitoring services (IVMS) that track, assess and report on vehicle activity and driver behaviour in real time using telematics and GPS vehicle tracking can help fleet managers build a unique picture of each driver鈥檚 strengths, driving styles, and areas for improvement. When combined with Shell Card data (such as fuel usage data), this information can also provide a holistic picture of overall operations, allowing fleet managers to make informed, insight-driven decisions that can support driver wellbeing and improve operational efficiency. 

With this data available, businesses can adopt a more individualised approach to performance management. By providing more tailored feedback and training, experienced drivers can see that their progression still matters and are motivated to perform at their best, while new drivers see the benefits of tailored training and numerous opportunities to be noticed and progress. 

Data driven insights delivered by telematics solutions can also deliver significant safety improvements. According to the 2024 Telematics Survey, three quarters (73%) of respondents have seen fewer accidents since adopting telematics solutions ⁴, with the impact marked in some fleets. Since PepsiCo Turkey partnered with Geotab in 2017 to promote safe driving habits through targeted training informed by telematics insights, the company has achieved a 60% decrease in collisions and a 90% reduction in high-risk driver ratios ^4,5.

Fostering a strong safety culture delivers multiple wins, making the roads safer for everyone, enhancing company reputation and sending out a powerful message to your drivers and potential recruits that their lives and safety matter in your fleet.

4. Make recognition central to your culture

Making recognition central to your culture can reap rewards both in terms of driver contentment and retention. In fact, WorkHound鈥檚 2023 麻豆传媒 Trends Report reveals 鈥楶raise鈥� as the top theme in driver feedback, underscoring how valued recognition can lead to positive shifts in driver satisfaction and engagement. ⁶

And this is yet another area in which the abundance of data available today has a positive role to play 鈥� providing fleet managers with the ability to pinpoint and reward positive behaviours in a way that was previously impossible. 

Understandably, drivers 鈥� and especially those who have been in the industry for years without being regularly monitored 鈥� can be reticent about the introduction of in-vehicle monitoring systems. 

But as Edward Kulperger, Senior Vice President of Europe at Geotab says, the clue is to ensure that drivers can see the upsides of data insights: 鈥淔or a data-driven approach to work, it鈥檚 crucial that the benefits are seen to be two-way. Drivers need to see evidence in their daily lives that just as telematics data identifies areas for improvement, it also creates new opportunities to recognise and reward positive behaviours in targeted ways that weren鈥檛 possible before.鈥�

Rewarding positive driving practices such as punctuality, rule compliance and safe driving can play a significant role in boosting morale, performance and retention 鈥� with 73% of the 2024 Telematics Survey respondents recognising this and now actively rewarding drivers for better driving ⁷. 

Engagement in reward-based programmes can even be incentivised with the introduction of gamification. For instance, when pest control fleet Orkin wanted to reduce idling across its fleet, it introduced a three month 鈥楲ow Idle, Wins Title鈥� contest, with a Caribbean cruise as the top prize. Daily, weekly and monthly reports showed idling duration by vehicle on the fleet鈥檚 dashboard making it easy for managers to share rankings with drivers to stimulate engagement. 

The result? Orkin successfully cut idling across their fleet by 8.4% over the three-month period, achieving fuel costs and emissions reductions in the process ⁸.

But recognition doesn鈥檛 always have to involve prizes as exotic or costly as the Caribbean cruise鈥�. 鈥嬧�媁ords of thanks, small tokens of appreciation, public recognition and ad hoc bonuses all play their part in making drivers feel valued, which plays a pivotal role in retention. According to a recent workplace survey companies with strong recognition programmes saw a 31% reduction in voluntary turnover ⁹.

5. Prioritise wellbeing

Finally, when looking to create positive working environments, it鈥檚 vital to think beyond the road itself, so that drivers get the message that their health and wellbeing matters to the fleets they work for.

Offering wellbeing benefits like gym memberships and access to mental health support and resources can go a long way in promoting health and making drivers feel valued, with the added benefit of reducing sick time. 

Intelligent scheduling can also boost morale, wellbeing and retention by ensuring sufficient days off and rest breaks for drivers. The pivotal role that quality rest time can play in attracting and retaining drivers is being increasingly recognised. In September 2023, the 麻豆传媒 government announced the first tranche of multi-million pound funding to improve roadside facilities including improved rest rooms and restaurants offering healthy eating options¹⁰. Investing in a Shell Card for your fleet is another way of enhancing breaks 鈥� enabling drivers to rest, refuel, refresh and recharge at over 600,000 locations globally, all on a single card. 

While attractive renumeration undoubtedly has an important role to play in addressing driver shortages, what is becoming increasingly clear is that successful driver attraction and retention is a multi-faceted challenge that demands creative, nuanced and holistic solutions. Ultimately, it is the creation of positive working cultures that will attract the best new drivers and make your existing drivers feel safe, seen, valued and motivated to stay.

Leveraging available technology imaginatively to look after your drivers鈥� needs won鈥檛 just reduce your recruitment costs. It will also create powerful ambassadors for your company and the sought-after working environment you have created 鈥� helping you to attract a strong pipeline of talent for decades to come.

^* _{IRU鈥檚 driver shortage report has found that over three million truck driver jobs are unfilled, or 7% of total positions, in 36 countries studied}

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