The trucking industry is one of pioneers. It is made of (and by) people that risk it all for a slice of the bigger pie. But not all pioneers are well equipped. Many of those that start trucking companies find themselves way in over their head — unprepared for the challenges ahead and overwhelmed by the sudden pressure and increased responsibility of running their own show.
But the dream of running a successful and profitable trucking business is far from dead — it just requires some thinking ahead. With a low barrier to entry and so many people trying their hand at running trucking companies, you’d be surprised at how far a little preparation and forward thinking can take you.
Let’s take a few minutes and chew on some big ideas about growth and success. They might just give you some insights that’ll help you grow your trucking business in a way that is sustainable long-term, even when it feels like the cards are stacked against you.
The human element
Before I get into the meat of this post, I want to establish an overarching idea. And even though it’s obvious, it’s one that is often overlooked, especially when it concerns how we run our businesses.
That idea is that a business consists of people. People with basic wants and needs that go beyond money.
While it’s true that a competitive salary and financial incentives are a great first step to attracting drivers, it isn’t enough to expect a driver to stick around just for their paycheck.
At the core, many truck drivers want to be respected and rewarded for what they do. Their job is one that craves sacrifice — a sacrifice of time, social life, and flexibility. Treating them like a commodity or as a resource to be exploited isn’t going to cut it.
A good truck driver — one that can handle the responsibilities of their profession — is hard to come by. They require a lot more than a paycheck. They can get that anywhere. They need a business that understands their sacrifice and respects their commitment.
That kind of driver may be hard to come by. But when they do (come by, that is), you need to make sure that your organization is equipped to reward them with an environment where they can thrive. Not as financial resources, but as responsible, valued operators of vital machinery.
Rewarding drivers is a great way to make them feel valued and appreciated.
You’ll get drivers that come and go. Drivers that will be disappointed in what you offer, or ones that are simply unprepared for the reality of their job. You can't win 'em all.
But you can create an image of the ideal driver and create a company culture around that ideal. If you can pull off that challenging task, you’ll be set up for success.
With that aside, let’s get into some concrete ideas that can help you put your vision of a great trucking company into motion.
Growth opportunities
Can drivers become trainers? Are your employees mobile within your organization? Are you providing an environment where people are flexible and able to prosper based on their unique set of skills and talents?
People are more likely to stick around at a job that doesn’t feel like a dead end. Providing a business environment that rewards flexibility will help you build a company of satisfied people.
Some drivers have the skills to become great trainers. Some dispatchers may have the gift to take your online presence and marketing to the next level. Are you the type of company to reward ambition and help your employees grow?
Bottom line: By creating an environment of growth, you can create growth for your environment.
Improving your recruitment department
Recruiters literally determine who joins your company. That’s why their involvement, training, and competence is paramount to your growth.
Your recruiting department can also be the difference between making lots of hires, and struggling to fill seats. Driver shortage aside, your recruiting department can make or break your business.
Here’s a checklist of considerations that can help you nail your recruiting process:
- Pre-vetting - How quickly can your department identify drivers that fit and disregard those that don't?
- Application - Is your application process clunky, time consuming, and inefficient? An inefficient application process will cost you many potential hires.
- Running reports - Do you have a smooth and digitized way to obtain reports & releases?
- Making an offer - How quickly can you get the driver on the line and close the deal?
- Onboarding - How long does it take you to arrange orientation & introductory training?
Beyond that, you need to make sure your staff is properly trained and that you have a clear vision and understanding of who you want to hire and why. They need to know how to quickly communicate with potential hires, identify knock-outs and have access to technology that simplifies and speeds up their job.
For more on that topic, check out this post about what makes recruiters successful.
Rethinking your incentives
We all know what drivers really think about bonuses. Sign on bonuses, fuel bonuses, mileage bonuses, you name it. They waft of desperation and dishonesty and everybody knows it. So why does the industry keep falling back on bogus incentives to attract drivers?
The issue is that the incentives that make people join a company are the same incentives that make people leave a company.
Bogus bonuses are not a sustainable method to grow your company. They are inherently flawed not only because they are often dishonest, but because they rely on cheap tactics to lure drivers away from their existing jobs. By employing underhanded incentives, you inadvertently contribute to one of the issues causing high turnover rates in the industry.
Expectations vs. reality.
An industry that tries to gouge drivers by any means necessary is one that is doomed to continue experiencing the same high turnover and retention issues that it has for years. Bad incentives are a major contributor to that fact, and the best thing you can do as a company is take the high road.
Many companies do take the high road when it comes to bonuses and recruitment incentives. Those same companies are likely to do better simply by showing that they understand the problems the industry faces.
Speaking the same language as the drivers and relating to their struggles while showing you are willing to actually do better than most of the industry is what makes the differnece. That bond, if properly established and maintained, will do more than any sign on bonus with a million invisible strings attached.
Sustainable and honest incentives that actually help drivers stick around:
- Generous insurance policies - Insurance policies are a big factor for drivers with families and those concerned about their long term well being. Take care of long term well being and drivers are more likely to stick around long term.
- Pet and rider policies - This applies mostly to OTR jobs, but something as simple as letting a driver bring an animal or a friend along can help them feel more socially comfortable and fulfilled. Taking care of that basic human need pays off.
- Good, up to date equipment - You want to show a truck driver your respect? Give them a truck with good mileage, speed, reliability, and comfort.
Those are just a few examples I can name off the top of my head. I’m sure you can think of many more.
The bottom line: Don’t let desperation drive your recruitment. Genuine understanding of the business and driver needs will go further than most “bogus” bonuses.
Improving communication
Improving your communication is one of the best things you can do for your business. To quote myself from another blog:
“Make it a point to follow up with your drivers. A week into the job. A month into the job. Three months into the job. Hear them out. See what they have to say and try to take their words on board. Even if you can’t make sudden changes to accommodate their every little need, just the act of “keeping in touch” will make your drivers feel more valued.”
Communication isn’t just about showing appreciation but about being able to collaborate and address pitfalls in your business.
Clear communication is about collaborating, not dictating.
That deeper understanding of your business from the inside will help you make the right decisions as you grow and create a better and more functional company.
Beyond that, communication is also vital to staying organized and on track. When properly implemented, it optimizes your performance and saves you valuable time that would otherwise be wasted on inefficiency.
Some simple ways to improve your communication:
- Technology - Does everyone in your organization have access to software that helps them easily message and communicate with each other? Emails are comparably slow compared to some of the newer options available to companies today.
- Trainings - Keep your employees on the same page by organizing training sessions where they can convene, talk, and strategize together.
- Scheduled meetings - Make time to talk to your employees and ensure they talk to each other. Many truck drivers end up leaving companies because they feel isolated and don’t know who to go to for answers, or just to express themselves.
Conclusion
A solid company foundation ensures your company runs like a well oiled machine built for many years of reliable service. Focusing on the growth and foundation of your business vs a solely money-driven growth model will help you run a business with serious lasting potential.
Staying conscious of the challenges you’re facing and being honest with yourself about what needs fixing is a big part of leading a company towards growth and success. But it’s easier said than done. However, if you can tackle that task, you’ll find yourself way ahead of the majority of the competition.
After all, running a great trucking company isn’t a pipe dream, it’s a real possibility. And if you can pull it off, you’ll make a tough and brutal industry a little better.
About YouCruit
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