It’s 2:00 a.m., and I’m sitting down with someone else from the industry, a friend, for a smashburger—something I rarely do ever, with anyone, especially after 8:00 p.m. unless there’s a real connection. I usually don't even sit to eat, so if you've got me out after 9 PM or after 12 AM, you've made a connection that rare. I can usually tell within the first 3 minutes of meeting someone if there’s a rapport, familiarity, connection, etc., or if we’re both on the same wavelength. So if we sit and eat at all there's something. That’s what drivers want too, a genuine connection with someone who "gets it." As a Manager, owner, C-suite guy, or girl, you show up at a truck stop to meet a driver, or meet a tech, or operator working on a D6 on a job site....really meet them there at 6 or 7 AM and be with them where their feet touch the ground every day and see what kind of connection you make.
I’ve had my CDL for over 20 years, and whether I’ve owned the company, managed it, or driven, I’ve spent enough time on the road to know that the life of a driver is full of challenges that most people can’t relate to. High stress, low rates, $6 for two boiled eggs at a truck stop, family strain, divorce, poor health, traffic, crazy drivers, enforcement, and running day and night to stay afloat. Drivers live on the edge missing life events, struggling with poor health, and constantly hustling because if they stop, they drown. So, when someone takes the time to show they understand, even in a small way, it can mean the world.
It’s not about giving everything away or holding back entirely. It’s about understanding the value of small gestures. Maybe it’s a cookout, a YETI cup with $100, or a $20 bill taped to a tail light that says, "Hey, I got lunch today." Drivers don’t need grand gestures, but they sure as hell don’t need a "f&%$ you" attitude. What they really want is to know that you see them, appreciate them, and understand what they go through every single day.
Drivers have an excellent BS detector. They know when you’re genuine, and they know when you’re just going through the motions. Over the years, I’ve found that it’s the connection you build with drivers that keeps them with you. I’ve had drivers follow me from company to company, not because the next job was better, but because they knew I understood them and that I’d be there with them on the front lines.
Take Thomas Bendon, a mechanic in Houston. His company throws a monthly cookout for the team, tomahawk ribeyes and all, to say, "We appreciate you." Drivers remember things like this, not because of the steak but because of what it represents—an acknowledgment of their hard work, their grind, and the daily hustle they put in.
At the end of the day, it’s about connection. Be the person who’s willing to sit down at 2:00 a.m. and share a burger with someone you connect with. It’s these small, infrequent gestures that can bridge a connection and change everything—for you as an employer and for them as a driver. It’s not about big gifts or over-the-top recognition; it’s about showing that you care, understand, and are in it with them.
If you’re always in the office, throwing out talking points, you’ll never understand the life they lead. You’ll never bridge that gap. Be on the front lines—that’s where the connection happens. That’s where driver and employee retention lives. That’s how you turn a revolving door into a lasting partnership.
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