Key takeaways:
- Technician retention is crucial as demand outpaces supply, making it vital for fleet efficiency and profitability.
- Many technicians feel dissatisfied due to inadequate equipment, lack of training, and insufficient respect and career advancement opportunities.
- Investing in a positive culture and providing clear communication and professional development can enhance technician loyalty and satisfaction.
It’s the fleet problem that never goes away—how to recruit drivers and technicians and, even more importantly, how to keep them. At a recent NationaLease meeting, Dr. Fiona Jamison, VP of research and people analytics at People Results, addressed the issue of technician retention and how fleets can keep the loyalty of these highly valuable resources.
Dr. Jamison cited a 2023 report from the Associated Equipment Distributors foundation that “estimated an economic loss of $1.1 billion for the year 2022, along with a potential of this ballooning to over $2.2 billion in losses over the next three years.”
Despite a steady increase in technician numbers, the demand continues to outpace supply. Currently, over 22,000 diesel tech positions are listed on Indeed.com, many arising from industry growth or the need to replace retiring technicians. By 2028, projections suggest more than 10,400 new positions, with triple that number needed for replacements.
Maintaining technician loyalty is crucial for fleet profitability. Extensive on-the-job training, spanning three to four years, precedes peak proficiency. Replacing such skilled personnel disrupts operational efficiency and performance.
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What techs want, and where fleets fall short
WrenchWay posted the results of its 2025 Voice of the Technician Survey Report, which ranked the top ten features and benefits technicians look for in an employer. The top five are:
- Proper equipment in the shop (87% must have; 13% nice to have)
- Paid vacation (83% must have; 16% nice to have)
- Retirement fund (72% must have; 27% nice to have)
- Paid training (65% must have; 33% nice to have)
- No weekends (50% must have; 43% nice to have)
Yet the same survey uncovers stark gaps:
- 42% say their shop doesn’t provide the equipment they need to get the job done
- 46% say their shop provides adequate paid training, a 22% drop from the previous year
- Only 54% would recommend their current shop to a friend
- Less than half (47%) feel respected by management
- Just 35% think their shop has a well laid out career path they can follow
Bridging the gap between expectation and reality
Retention doesn’t come down to just paychecks or perks; it’s about building trust, clarity, and long-term investment. Fleets that provide a clean, well-equipped shop environment, ongoing professional development, and clear, well-thought-out career advancement pathways are more likely to foster loyalty and drive referrals.
Communication is key—and it’s a two-way street. Technicians want to be heard, so open-door policies, shop feedback loops, and involving techs in decision-making can dramatically improve morale. Managers play a crucial role in this, offering their workers the respect, communication, and recognition they deserve. If more than half of the technicians feel overlooked or undervalued, they will definitely not recommend your shop to other technicians.
In a market where skilled diesel techs have their pick of opportunities, your fleet has to stand out—not just in compensation, but in culture. Solve the retention challenge, and you don’t just reduce turnover—you gain a competitive advantage.
About the Author
Jane Clark
Senior VP of Operations
Jane Clark is the senior vice president of operations for NationaLease. Prior to joining NationaLease, Jane served as the area vice president for Randstad, one of the nation’s largest recruitment agencies, and before that, she served in management posts with QPS Companies, Pro Staff, and Manpower, Inc.