Understanding what’s important to different ages of drivers is key for companies who are trying to improve recruiting and retention efforts.
A recent survey by, EpicVue, providers of in-cab satellite TV, found that driver preferences regarding perquisites or “perks” and other intangible benefits vary by age demographics.
“Money is top of mind for all drivers,” Lance Platt, CEO of EpicVue reported, “but perks play a pivotal role in attracting drivers to carriers. Perks were rated highest by millennials, were a dominant factor for Gen X’ers, followed by company reputation, and narrowly outweighed location as the top priority among baby boomers, who also still considered company reputation significant.”
Our most recent survey indicates driver preferences, based on demographics, can help carriers understand the issues that lead to improved retention,” said Lance Platt, CEO of EpicVue during a WFBCON presentation. “The survey reveals meaningful insights that can lead to a successful driver recruiting and retention program.”
The EpicVue survey was conducted in one-on-one informal conversations with 138 drivers at truckstops across North America in 2016. The drivers were not told they were participating in a survey and neither EpicVue nor its products or services were identified. Questions asked of drivers focused on why they chose to drive for a particular carrier, what attracted them to the carrier they currently drive for, and why they selected that carrier over another option. Drivers were also asked what their carrier does that creates loyalty and why they choose to stay with that company.
For survey purposes, “perks” were defined as things like a 401(k), health care, larger cabs, satellite TV and radio, vacation time, updated in-cab equipment and incentives. For assessing a company’s “reputation” drivers could relate to either recommendations or their own findings on how a carrier is viewed by the competition. “Location” preferences were based on a carrier’s proximity to the driver’s home.
“When it comes to driver loyalty,” Platt added, “communication and respect are noticeably rated low as factors for millennials but are dominant among Gen X’ers, and loyalty is the most significant for baby boomers.”
Platt also pointed out that finding millennials who are working as truck drivers was a challenge. “The small percentage of millennials in our latest survey accurately reflects the population of drivers in that age bracket,” he said. “It also clearly shows how important it is for trucking companies to focus on millennials when attracting new drivers by addressing the issues that are most important to them.”