How to avoid losing drivers before they even really start
After a thorough recruiting process, you’ve hired a new driver. They’ve accepted your offer, you’ve sent them their onboarding documents, booked orientation, and even assigned them a truck. But sometime during their first few weeks, the driver simply disappears. Stops responding to emails and calls. Or maybe they even vaporize mid-shift.
This is ghosting, and as we all know, it happens far too often in trucking. Let’s take a look at what might be happening to contribute to the problem, along with some practical ways to avoid it altogether.
The biggest contributing factor to drivers ghosting fleets is what happens during the first 90 days from initial contact. If a driver believes that a company lacks warmth or empathy, or feels that their onboarding process is less than ideal, that may just be enough for them to walk.
If you’re experiencing driver ghosting, then it’s time to do a little ghostbusting, if you will. (We all secretly tap our toes to that song, right?). Let’s talk about why driver ghosting happens, and how you can prevent it at every stage. Here we go!
It starts during recruiting.
The seeds for ghosting are often planted right from day zero: the very first recruiting call. We all know the urgency to fill seats is real. Sometimes, though, that urgency can cause recruiters to forget those seats will be filled with human beings. If those human beings feel like they’re simply a to-do item to be checked off, they may decide to bail.
All it takes to avoid this is to show enthusiasm, empathy and most of all, the benefits of working for you, right from the very first recruiting touchpoint.
Listen to what applicants are really saying.
This is how you’ll find out what matters most to them, both in and out of the rig. By asking leading questions that help reveal what motivates them, you’ll be able to get a tangible sense about whether your fleet really fits who they are as both drivers and people.
- Why are they leaving their current position?
- What could their current employer have done to make them want to stay?
- What caught their eye about your job opening?
- What do they love to do outside of work?
Their answers to these types of questions will help determine who they are as a person, and if they’re a truly great fit.
Get a sense of their buy-in.
How can you gauge a driver’s level of enthusiasm for joining your fleet? Simple. By asking leading questions like:
- Which of our routes do you prefer?
- When can you start orientation?
- Where can we send you the login for training?
The answers to these will quickly reveal a driver’s level of commitment to the opportunity. If you get detailed and/or enthusiastic replies, chances are the driver is already imagining themselves in one of your trucks. If they’re evasive, then proceed with caution.
Keep your star drivers in mind.
I say this because your very best drivers are the ones who are both skilled AND who are an ideal fit with your company culture. In an ideal world, all of your drivers would have a similar mindset to your superstars. With new applicants, approach the conversation as though they’re going to be that driver. This helps you think of it as the beginning of a strong relationship, and allows you to build rapport through that filter. It also helps you ensure the fit with your fleet is right, and not forced.
Respond early, respond often!
Recruiting in all industries requires responsiveness, because the best candidates often have more than one opportunity in front of them. It’s vital to reply to applications within 24 hours, and on the same day if possible. That way, drivers won’t become inpatient, or get scooped up by somebody else.
Keep it rolling through onboarding and orientation.
This is a big one! The energy and enthusiasm shown during recruiting needs to keep going after a driver signs on. If there’s a distinguishable shift in “the vibe” during orientation, a driver might make the snap decision not to complete the process.
By now you might have noticed a trend: the importance of openness, honesty and enthusiasm with new and prospective drivers. In my humble opinion, this attitude should be part of every fleet’s corporate psyche. Drivers are the backbone of our industry and should be treated with warmth, empathy and understanding from recruitment to retirement. (I’ve written about this before, but it never hurts to mention it again.)
How to ace onboarding.
Good energy, of course, is only part of settling a new driver in. There’s also the operational part of things.
Top performing fleets generally have an onboarding process that is organized and efficient, with minimal waiting around for new hires. And it makes a difference: organizations with a standardized onboarding process see their new hire retention rates improve by 50%.
Here are a few key things to consider in setting up an onboarding process:
- Make it simple and convenient for new drivers from start to finish.
- Ensure all directions and requirements are clear and concise.
- Remote onboarding and training that drivers can complete online can be highly beneficial.
- Stay in frequent contact, and be sure to address any of your new hire’s concerns.
A formal (and convenient) onboarding process will help you get your drivers on the road quickly, and set them up for success over the long-haul. In fact, studies show that good onboarding practices can increase retention rates by up to 82%, while also increasing productivity by 60%.
The first 90 days are big.
The first three months of a driver’s tenure with a new fleet are the most crucial. Never assume that once you have them in a truck, they’re in for the long term. There’s still a ghosting risk even after a driver starts hauling.
This isn’t news to most fleet owners, of course. Many fleets have had new drivers simply stop showing up to work after the first few weeks. Some fleets have even had drivers ghost them in the middle of a run, leaving an abandoned truck that needs to be recovered at a huge cost and effort.
There’s some cold comfort in knowing that ghosting is a problem across all industries. A survey of U.S. job seekers revealed 37% admitted to ghosting an employer.
I’ve found that great fleets ensure strong, open communication never stops. More importantly, they keep listening to what drivers have to say and respond accordingly. You may learn valuable insights about your fleet that you never knew about before.
Great fleets also ensure their drivers feel valued, and a part of something special. There’s lots of ways you can show drivers they’re appreciated, so consider making it part of what your fleet does every day.
Ghosting is indeed a chronic problem in every line of business, and trucking is no exception. It can be avoided, though, by remembering that drivers are human beings who are also looking for the right fit for their skills, personalities and lifestyles.
A warm, authentic approach from the very first contact, combined with a well-organized plan for onboarding and driver engagement, will show new drivers you’re glad they’ve joined your fleet, and make it more likely they’ll stick around for years to come.