Tackling the Trucking Crisis: Sherry Calkins’ Blueprint for Driver Attraction and Retention

The trucking industry is vital to the global economy and it is grappling with a severe driver shortage. By 2030, the American Trucking Association projects a shortfall of 160,000 drivers. Currently, there are about 3.5 million truck drivers in the U.S., but this is insufficient to meet growing demand. Attracting and retaining drivers isn't just about filling seats; it’s about creating an environment where they feel valued, safe, and motivated.

Creating a Positive Work Environment

To improve driver retention, a positive work environment is essential. Here’s how technology and data can help:

1. Predictive Maintenance Imagine never worrying about unexpected breakdowns. Predictive maintenance uses data analytics to monitor vehicle health and predict issues before they occur. This ensures that trucks are always in top condition, reducing downtime and stress for drivers. Geotab’s predictive maintenance tools help fleet operators manage vehicle health proactively, leading to fewer surprises and more reliability. 
2. Simplification and Automation: Technology significantly simplifies the paperwork burden for drivers by automating routine tasks. For example automation tools, such as those provided by Geotab, streamline the tracking of maintenance services and the overall health of the vehicle. Geotab’s solutions are customizable and cater to the unique compliance needs of different fleets. This flexibility and automation allows drivers to concentrate more on driving and less on administrative tasks, thereby enhancing job satisfaction and retention. 
3. Safety is paramount. Drivers are a fleet's most valuable asset and fleets must take measures to keep drivers safe while they are on the road. AI-driven analysis identifies risky driving behaviors and patterns, providing actionable insights for fleet managers to implement targeted safety measures and prevent collisions. For example, insights from Geotab have helped commercial vehicles drive 17% more miles on average before a collision. These measures help ensure drivers return home safely.
4. Dynamic Routing. For a driver who has ten stops to complete in one day, there could be upward of 3 million routes to choose from. Geotab’s routing solutions use real-time data to find the best paths, making every trip more efficient and less stressful for the driver. This can lead to significant cost and fuel savings, reduced emissions, and improved driver safety. 
5. Reward Systems. Recognizing and rewarding safe driving and rule compliance can boost morale significantly. Implementing a reward or gamification system that acknowledges drivers' efforts can motivate them to maintain high standards. Rewards could range from bonuses to public recognition, contributing to driver satisfaction and retention​. 

It’s a “Win-Win” Situation: Engage your drivers and cut costs with gamification. Orkin, with its 10,000-vehicle fleet, reduced idling by 8% through a three-month contest, saving $50,000. If this trend continues, they could save up to $250,000. Gamification not only motivates your drivers but also boosts your bottom line.

Embracing Gender Diversity in Trucking

Increasing the representation of women in trucking is crucial. Women make up only 7% of all drivers, well below their representation in the total workforce. Research indicates that women truck drivers often operate more safely than their male counterparts, making them invaluable in addressing the driver shortage.​ 

Efforts to attract women can include offering more flexible schedules, ensuring safe and comfortable working conditions, and actively promoting the industry as an inclusive and supportive environment. Programs and campaigns aimed at educating women about the opportunities in trucking, coupled with mentorship and support networks, can make a significant difference.

Organizations like the ATA's Women In Motion (WIM), sponsored by Geotab,  are pivotal in driving these changes. As Emily Williams, Manager, Business Development at Geotab and WIM board member shared, "Women in Motion is dedicated to championing women in transportation, offering a platform to share stories, network, and drive change. Our diverse members, from drivers to CEOs, unite with a shared mission: to break down barriers, mentor the next generation, and build a strong, supportive community within the trucking industry. Women's voices and minds are essential for shaping the future of transportation."

The Road Ahead

Creating a positive, safe, and efficient working environment not only retains drivers but also attracts new talent to the industry. The road ahead is challenging, but with the right strategies, the trucking industry can navigate through these difficulties and emerge stronger.