The Great Freight Recession has come to an end, and the gradual shift toward higher rates is offering both carriers and drivers a much-needed reprieve for the first time in years. It will likely also spur more drivers to consider leaving their current fleets and entering the job market.
The trucking industry has historically grappled with sky-high turnover rates. In fact, the average driver is on the market about three times per year, according to Tenstreet CEO Tim Crawford. That rate dropped a bit during the freight and wider economic turmoil of 2024, with drivers appearing more hesitant than they have in quite some time.
“Drivers are being more cautious than they have been in a really long time, but we look to see that relax as green shoots develop,” Crawford said.
As the market continues to improve, however, fleets should refocus their efforts on recruiting and retaining quality drivers.
From the drivers’ perspective, frequent fleet changes help them maximize their profits and secure the best benefits possible for their families. Carriers hoping to hire new drivers and retain their workforce during the market shift should make it clear that the best opportunities for drivers exist within their companies.
“Carriers need to figure out how to tell their stories to drivers. There is going to be some convincing that needs to happen,” Crawford said.
While bonuses and other incentive programs are often used to win and keep drivers, Crawford urged carriers to look to the fundamentals first. For example, Crawford has found that being responsive during and after the recruiting process is one of the best indicators of a successful driver-carrier relationship.
“The responsiveness and straightforwardness of a carrier in the hiring process is a good indicator as to how they operate as employers,” Crawford said.
Tenstreet data illustrates the power of carrier responsiveness during the hiring process. The company has found that the chance of a driver being hired by a carrier increases by about 40% when the carrier makes contact with the applicant within five minutes of an application being submitted.
The ability for carriers to get those fundamentals in place – either on their own or with a third-party partner like Tenstreet – will make it possible for them to attract high-quality drivers over the next several months. It is important, however, to realize that the same prioritization needs to continue happening after the driver is hired for any of it to stick.
Drivers will have more options in the new year. For carriers, keeping drivers in their fleets will mean ensuring they continue to feel supported after onboarding and that carriers keep all their recruiting promises.
Tenstreet has a suite of recruiting and retention tools designed to make that task easier for carriers and ensuring drivers have the best experience possible. All of them are designed to take away “busy work” while lifting up human connections.
In 2024, the company introduced its first generative AI product aimed at making its solutions even more effective, and the Tenstreet team looks forward to releasing more AI-fueled solutions in the new year.
“AI as an enabler of human connections is really promising,” Crawford said. “We have data on interactions from millions of drivers and tens of thousands of recruiters. How do we make those connections richer?”
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