Driver Surveys: a formula for respect


Have you used driver surveys to know what your drivers want?

What they want may seem obvious when looking through the lens of recruiting. To capture drivers’ attention, your pitch may focus on pay, benefits, home time and perhaps a sign-on bonus.

Money certainly talks but it doesn’t have staying power. What drivers really want was spelled out in a hit song by Aretha Franklin long ago: “r-e-s-p-e-c-t.”

A recent survey by trucking media and data company Randall Reilly found 70.6 percent of drivers would rather work for a fleet that paid less but made them felt respected than work for a fleet that paid more but did not make them feel respected.

Driver surveys show respect

Driver surveys can be a very effective means to demonstrate and nurture an atmosphere of respect. Drivers, for the most part, welcome the opportunity to share anonymous feedback and offer ideas and opinions to their carriers.

We know of drivers’ willingness to participate in meaningful surveys from experience. The in-depth Annual Driver Survey we administer for our motor carrier clients has a lot of questions, but we find repeatedly that once drivers start, a very high percentage of them will complete the full survey.

A systematic approach

Surveying drivers involves more than simply asking questions and getting anonymous responses. It takes a systematic approach to make the data useful and relevant to fleet management and to drivers.

For our clients, we provide a detailed survey report that identifies their individual areas of strength and weakness for driver satisfaction. We use peer group and year-over-year trend analysis and also can apply a predictive model to uniquely identify areas of job dissatisfaction that are causing turnover.

Motor carriers can use the clearly defined survey results to drive conversations in top, middle and ground-level management in operations, payroll, maintenance and other departments to improve the work experience for drivers in ways that increase satisfaction and retention.

Putting results in motion

The first step when receiving the survey data is to communicate the results to drivers. Be sure to include the good, the bad and the ugly. Next, let them know your plan to begin the improvement process so they are aware of the change.

Keep drivers updated regularly about the progress of each of the improvement projects. Finally, be sure to communicate to your current and prospective drivers that the changes you are making were informed by driver survey feedback. Share the news through your website, social media and other channels to maximize the impact.

Despite the known advantages of using driver surveys, relatively few trucking companies have yet to implement formal survey programs to better listen and respond to their driver concerns. Those who do, have gained a newfound ability to solve long-standing problems, increased driver engagement and created a more driver-centric workplace.

For more information about Stay Metrics Driver Surveys, please give us a call at 1.855.867.3533 or send us a message at