For years, the trucking industry has faced a growing shortage of qualified drivers—and the problem shows no signs of slowing down. While large carriers can often offer signing bonuses, extensive benefits, and national recruiting programs, smaller fleets are often left struggling to fill their seats.
For companies with 10 to 25 trucks, the driver shortage can have a real impact: delayed deliveries, increased costs, and higher turnover. But while the challenge is real, there are ways to compete—and even thrive—when it comes to driver recruitment and retention.
Understand What Drivers Are Really Looking for
Not every driver wants to work for a mega fleet. Many drivers prefer smaller companies where they can build relationships, enjoy more consistent routes, and feel like part of a team.
Use this to your advantage. Promote the things that make your company different: personal connection, respect for home time, and flexibility when it counts. Highlight these values in your job postings, on your website, and in conversations with candidates.
Speed Up and Simplify the Hiring Process
Larger companies often have automated systems that make applying and onboarding easy. If your hiring process is too slow or paper heavy, you may lose drivers to faster-moving competitors.
Look for ways to digitize applications, schedule interviews quickly, and follow up with candidates within 24–48 hours. Consider texting as a primary communication tool—many drivers prefer it over email or calls.
Prioritize Retention as Much as You Prioritize Recruitment
Bringing on a new driver only to lose them a few months later is both costly and disruptive. Make retention a key performance goal. Check in regularly with drivers, especially during their first 90 days.
Offer recognition for safe driving, loyalty, and performance. Even small gestures—a handwritten thank you note, branded gear, or a shout out on social media—can go a long way.
Offer Creative Incentives Other Than Pay
If you can’t outspend the competition, get creative. Consider referral bonuses, guaranteed home time, or performance-based perks. Some fleets have had success offering flexible schedules or dedicated routes based on driver preferences.
Think about what makes your fleet a great place to work—and lean into it.
Final Thoughts: Small Fleets Can Compete—Smartly
Driver shortages are here to stay, but small fleets don’t have to sit on the sidelines. With the right mix of culture, communication, and consistency, you can build a team that sticks around.
At Joe Morten & Son, Inc., we work with fleets every day who are doing more with less—and succeeding. Want to talk strategy? Let’s connect.
Note: These lists are not intended to be all-inclusive.
This material is intended to be a broad overview of the subject matter and is provided for informational purposes only. Joe Morten & Son, Inc. does not provide legal advice to its insureds or other parties, nor does it advise insureds or other parties on employment-related issues, therefore the subject matter is not intended to serve as legal or employment advice for any issue(s) that may arise in the operations of its insureds or other parties. Legal advice should always be sought from legal counsel. Joe Morten & Son, Inc. shall have neither liability nor responsibility to any person or entity with respect to any loss, action, or inaction alleged to be caused directly or indirectly as a result of the information contained herein. Reprinted with permission from Great West Casualty Company.