How Can Trucking Companies Improve Driver Retention?
Published:Sep 23, 2025
6 min. read
Driver retention is a critical challenge in the trucking and freight industry. The average turnover rate for large freight carriers is estimated to be 90% each year, making it difficult for freight companies to find qualified and experienced drivers. The United States is expected to see a shortage of 80,000 drivers in 2025 with those numbers estimated to reach 160,000 by 2031.
These statistics are just the tip of the iceberg for trucking industries. High driver turnover and poor retention lead to supply chain disruptions and higher shipping costs that have a negative impact on the bottom line for trucking and freight companies. To continue to grow and succeed, many businesses are asking — how can trucking companies improve driver retention?
How Can Trucking Companies Attract New Drivers and Improve Retention?
The answer to the driver retention problem is two-fold — trucking and freight companies need to find a way to retain the skilled and experienced drivers they already have in their fleet and attract new and younger drivers to the industry. It is no easy task, but with the right strategies in place, trucking companies can build a fleet of drivers that will help drive long-term success.
The strategies to retain experienced drivers and attract new drivers look the same in many cases, like providing competitive salaries and benefits. However, the approach must be adapted to address the unique priorities of each respective group. While a veteran driver might place a higher value on well-maintained equipment and predictable hometime, a new driver may be more focused on a competitive salary, modern in-cab technology, and a clear path for career advancement. A successful company must build a culture that honors the experience of its senior drivers while nurturing the potential of its new employees.
READ MORE: How Does a TMS Help Improve Driver Retention?
Top 5 Strategies to Attract and Retain Truck Drivers
You need to attract and retain truck drivers for your fleet, but where do you start? What are the most effective strategies to retain experienced drivers? How can you attract new drivers in a demanding industry? These are the questions that many trucking and freight companies are asking when they set their staffing goals.
Here are a few proven strategies to help you attract and retain drivers for your company:
1. Provide Competitive Pay and Benefits
To attract and retain drivers, trucking companies need to be willing to pay competitive salaries and provide good benefits. The average annual salary for truck drivers in the United States was $54,320 in May 2023, according to data provided by the U.S. Bureau of Labor and Statistics, with an hourly rate of $26.12 per hour. Freight companies that invest in experienced drivers with competitive pay will find that they have a fleet with skilled drivers that are more loyal to your company.
In addition to competitive pay, trucking and freight companies that provide affordable and comprehensive health benefits will have greater success attracting and retaining skilled drivers. Health insurance and retirement plans play an important role in keeping drivers with a company and attracting new drivers who are hoping to make trucking a career.
2. Invest in Modern Equipment and Technology
Modern equipment and technology can play an important role in driver retention and recruiting. Modern trucks that are well-maintained, comfortable, and equipped with advanced driver-assist technology can be attractive to potential employees and will help make long hours in the driver’s seat a better experience in addition to promoting safety for your drivers. In addition to modern trucks and equipment, technology like an advanced Transportation Management System (TMS) and TMS mobile driver apps have the potential to make day-to-day operations simpler and more efficient for drivers, which can be attractive to veteran drivers.
3. Create a Positive Work Culture and Listen to Driver Feedback
A positive workplace culture is critical for employee retention in any industry and can play an important role for trucking companies. It is important to create a work environment and culture where drivers are respected, recognized for their accomplishments, and feel heard when they have issues. Freight companies that engage in honest and active dialogue with their drivers, listen to key pieces of feedback from drivers, and act on that feedback will improve retention rates. Building a positive culture will not only help you retain veteran drivers, but a reputation as a good place to work is a valuable recruiting tool when paired with other initiatives like referral programs.
4. Provide Advancement Opportunities
Veteran drivers are more likely to remain with a company when there is opportunity for advancement within the company. When you build a positive workplace culture, career advancement opportunities need to be an important part of the process. Drivers may want to get off the road and find career opportunities beyond driving that can include roles as a dispatcher, fleet manager, or safety officer, and companies that can provide these opportunities will improve retention. Freight companies where there are opportunities to excel and advance are also attractive to potential employees who may want to be a part of the trucking industry, but may not know exactly what role they want to play.
5. Make Work-Life Balance a Priority
Truck driving can be a stressful career if drivers do not have a good work-life balance. With how many hours truck drivers spend on the road, it is important that trucking and transport companies make a positive work-life balance a priority for their employees. Freight companies can provide flexible scheduling for drivers that allow them to be at home when they need to be, schedule in predictable hometime for drivers, and offer team-driving options that make it easier for drivers to be at home for important family events.
READ MORE: How Can Trucking Companies Boost Profits?
Are you struggling to retain experienced drivers or recruit new drivers? It may be important to re-evaluate your driver retention and recruiting strategies and TenTrucks can help. Trucking companies that are asking — how can we improve driver retention — may find the answers they are looking for with this overview created by TenTrucks.
Contact TenTrucks today to learn more about TenTrucks TMS and our dispatching services!