National Driver Appreciation Week, a significant event in our industry, is an annual celebration that this year falls on September 15-21, 2024. It's a time to acknowledge the role of our drivers.
This time is dedicated to recognizing drivers' contributions to our businesses, economy, and households. While service personnel, operations, and management support the operation, these 3.5 million professionals behind the wheel are often the only revenue producers in a business. This celebration emphasizes the hard work and dedication that they bring to the table.
Voices from the Frontline
As a driver to this day, I have remained in driver forums, pages, groups, and organizations for the past 20 years and kept a steady pulse on the mindsets of our frontline drivers. Many drivers feel this week falls short, with celebrations ranging from heartfelt to nonexistent. They truly desire genuine gestures of appreciation, not just token events. Many drivers often feel unappreciated.
In forums like Reddit and Discord, drivers share mixed feelings about National Driver Appreciation Week. Some drivers express gratitude for meaningful gestures, such as significant bonuses or thoughtful gifts, while others lament the superficial or obligatory appreciation they receive. One driver commented, "The only thing my company does is have cookouts at terminals. I can either not get paid but enjoy some burnt burgers or continue working." Another driver noted, "We get an email saying thanks while the office staff enjoys the food meant for drivers." These get better but emphasize the disconnect between the intended appreciation and the experience of the actual drivers. It also points to the disconnect we have within the community of our industry and the culture of many carriers.
This reminds me of a few years ago when we were in the midst of COVID-19; we sat as the executive team at an enterprise carrier, overseeing thousands of employees and assets. The COO, who was terrible at anything about the culture and 100% unfamiliar with the driver position, asked, “What should we do for drivers for the holiday bonus? Do you think maybe $5 in a gift card would be good? It’s many drivers. Maybe we can do a thank you card.” Totally disconnected. I responded, “If you’re going to send a $5 gift card or a letter for Christmas, you’re better off sending nothing at all. You’ll piss the drivers off. They already realize you’re disconnected and can't relate.”
I agree that margins may be tighter this year, but as a small carrier owner years ago, I had drivers follow me from companies I managed to companies I owned because I treated them right. I didn't do anything crazy; I would give them a Yeti cup with $50 in it for appreciation week and the same for the holidays with just more money in it. That is some expense, but with retention and the genuineness behind it and the fact it's something that can be used daily, it goes a long way.
Importance of Genuine Appreciation
A true appreciation for truck drivers should extend beyond a single week of seemingly superficial gestures. Recognizing and supporting these professionals and their vital role should be a year-round effort. Many drivers sacrifice time with their families and holidays, making it crucial for carriers to acknowledge their contributions meaningfully. For some, this week feels like a holiday where some get an exceptional experience while others are left out. One driver expressed it poignantly: "It's like Christmas for some people—some have a great time, while others have no gifts or food. Usually, the latter is the driver."
Ideas to Show Appreciation
To drive a culture of genuine appreciation, carriers can consider the following:
· Instead of trivial gifts, offer bonuses or extra time off. One Redditor suggested, "How about a penny a mile? Thank you for the miles driven. That means more than a BBQ I can't attend."
· Ensure all drivers, including those on the road, can participate in appreciation activities. Consider virtual events or sending gift cards.
· Appreciate drivers consistently throughout the year, not just during NTDAW. Regular recognition and support can significantly improve driver morale.
· Engage drivers in planning appreciation or driver activities to ensure their needs and preferences are considered. I am a huge proponent of a driver event committee.
· Offer tangible benefits, such as health incentives, wellness programs, or better scheduling options, to support drivers' well-being.
Companies can demonstrate genuine appreciation for their drivers, recognizing them as the backbone of the trucking industry and the economy. When your efforts to support and appreciate drivers have a familiar tone and focus on what drivers value, this will improve your entire organization, from retention to recruiting, morale, and overall culture. It’s crucial for retaining and motivating the best talent.
This year, like many years, margins are tight, but if you’re going to appreciate drivers for what they do, really show some familiar appreciation that matters to the people you're celebrating.
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