Why lack of communication hurts driver morale and what you can do about it
The past two years have been incredibly challenging for fleets, with the industry facing pressure from every direction. Morale among drivers regarding the state of the industry and the companies they work with is trending downward. That was the message delivered during the past Best Fleets to Drive For program, where we surveyed 5,365 drivers at 63 fleets. Even the fleets with the industry’s top workplaces reported a downturn.
What can you do to reverse the trend? It begins with establishing a strong company culture and effective communication practices between administrators and drivers. That’s the key.
See also: Drivers at the center of everything we do—it’s a real business strategy with major ROI
What drivers are saying
Let’s start with the question that used to be a sure thing: “Would you recommend your company to other drivers?” This year, the number of drivers who answered “very likely” in the Best Fleets survey dropped from 80.5% to 77.5%. At the same time, the share of drivers saying they were unlikely to recommend their carrier ticked up from 3% to 4%.
It may not sound dramatic, but when you’re surveying over 5,300 drivers, that 1-point shift means more than 60 additional drivers joined the 150 disillusioned drivers from last year in actively saying, “No, I wouldn’t recommend my carrier.” That’s not background noise—it’s a warning signal.
When we dig into the survey comments, it’s easy to see why. Drivers described meetings as “mostly updates, not discussions.” Some wrote that communication efforts felt like “formality checkboxes.” Others reported that things “just stopped” after a few months.
Only 58.9% of drivers say meetings are effective. That might seem acceptable, until you realize nearly one-quarter (21%) are neutral or negative about them. Falling short of that benchmark suggests not just a missed opportunity but a growing disconnect.
Why best intentions still fall flat
It’s not that fleets aren’t trying; they are. The problem is what they’re trying.
Many fleets pour time and budget into engagement—swag, contests, parties, and picnics—without asking whether any of it is actually creating a connection.
Take Driver Appreciation Week, for example. It’s a great idea in theory, but only 68% of fleets do anything for their drivers. And for those that do, it’s still just one week out of 52.
Some fleets go further by offering events across multiple time slots, streaming activities online, or sending pre-event gift kits. But year-round gestures like these still only show up in about 25% of fleets.
Let's not forget the old fallback: food. Turns out “pizza parties” are mostly a figure of speech in the industry. Just 10% of fleets surveyed say they offer meals at driver meetings. So, even the go-to bribe rarely makes an appearance.
There are creative, low-cost ways to build genuine connections, such as Facebook Live events, virtual raffles, mailed thank-you gifts, and snacks and meals that drivers can grab on the go. These small touches can be surprisingly powerful—when they’re part of something bigger.
But even the best swag doesn’t matter if drivers feel forgotten. Drivers need your attention year-round.
When appreciation feels like a once-in-a-while thing, it doesn’t build trust; it chips away at it. And when it feels more like a performance than something real, it runs deeper than low morale. It becomes a leadership problem. Perks won’t fix it, but there is something that can.
Rebuilding culture one real conversation at a time
So, what actually works? Not surprisingly, it is real, human conversation.
Building consistent two-way communication is key. It's not just about announcements and newsletters but also about opportunities for anonymous feedback, one-on-one check-ins, and leadership that makes space to listen.
One fleet saw a significant shift after replacing vague “How’s it going?” calls with structured outreach from senior leaders, asking:
- “What’s working well for you right now?”
- “What would make your week easier?”
- “If you could change one thing here, what would it be?”
Not surprisingly, drivers responded with ideas, with trust, and yes, with more referrals.
Beyond check-ins, performance conversations that go beyond telematics are helpful. Instead of just coaching after an incident, these conversations should focus on driver goals, stressors, and long-term plans. What does this driver want next—not just this week but next year?
Some fleets are even involving drivers in staff evaluations, policy feedback, and technology rollouts. One example is splitting operations into two roles: one for logistics and one for people. That way, someone is always looking out for the person behind the wheel, not just their miles or metrics.
Rethink social events
According to Best Fleets data, 68% of fleet-organized events are office-focused. Think chili cook-offs, golf tournaments, and holiday potlucks. Just 18% are built around drivers. That’s a huge gap.
Creating driver-friendly events—with flexible timing, virtual access, and mobile-friendly formats—makes it clear that connection isn’t just for the office. It’s for the road, too.
Still unsure what would land? Ask. Use your surveys. Ask about raffles, event timing, and virtual options. Want to host a draw? Make it Facebook Live. Want to hand out gifts? Ship them ahead of time. Snacks for the road? Always appreciated.
If drivers feel like they’re only part of the celebration in theory not in practice, you’re missing a major opportunity for connection.
You don’t need another raffle; you need a culture reset
If the only time you ask for feedback is when there’s a prize involved, you don’t have a communication strategy. You have a bribe strategy.
Stickers, food trucks, and branded tumblers don’t build culture. What does? Consistency. Clarity. Real conversations. Respect. Follow-through.
Drivers want to be seen. Supported. Heard. And they can tell when it’s genuine and when it’s just for show.
The fleets that get this—and act on it—are the ones drivers stick with. Not out of obligation but out of loyalty.
