This Western Star, pictured above, was the first truck I drove professionally (and the first I wrecked professionally). In most cases, the advancements made in trucks over the years have made a world of difference for drivers. I say “in most cases” because one thing I never had an issue with was steer tires being chewed to pieces on the outer edge. Until they changed to tighter turn radiuses, that is.
The trucking industry is undergoing a new shift with the integration of advanced tech aimed at enhancing safety, compliance, and operational efficiency. These tools are becoming the go-to and must-have, from GPS tracking to AI dash cams. The tech evolution has created unique challenges, especially in driver recruitment and retention, facilitating the need for a different approach to bridge the gap between experienced drivers and fresh, green trainees.
In a litigious society and an industry ripe with new CDL holders, there’s a devil behind every bush. Side view cameras and dual-facing dash cams, like those offered by Motive, have become the must-haves in driver monitoring and safety. We’re not dealing with the same veteran drivers of the past. We’re not dealing with the same motivations. The proverbial carrot- and-the-stick are now seriously different for the driver demographic shift we’re facing.
Driver experience and proper training have become serious concerns. Modern technology provides real-time insights into driver behavior, helping to reduce risk and improve training. No driver wants to sit through hours of Smith System or defensive driver training when the driver’s needs differ vastly from those of any other driver. Driver training and coaching should be tailored exclusively to the driver’s needs.
Veteran drivers vs. new CDL recruits
Veteran drivers with extensive experience and a strong work ethic often view driver-facing cameras as an intrusion, affecting their sense of privacy and freedom. In many cases, they look for long hours to get the job done so they can make more money and meet the customer’s needs without the oversight that modern technology brings to the table.
On the other hand, new recruits, often less experienced and with different motivations, see technology as a natural part of their job. In other words, “they were born into it.” They have never known the industry to be anything except what it is today. They expect the industry to provide tools that make their lives easier. Money is not the only motivator for the new driver persona — culture matters.
Bridging the gap
Bridge that gap by using tailored training programs that address the needs of both veteran drivers and recruits. For veterans, focus on the benefits of technology and educate them on how the tech works. Start changing your culture. Develop and implement incentive programs to encourage the adoption of tech. For dash cams, start with front-facing and transition to dual-facing as your culture shifts and cams become more accepted. Often, it’s not the camera that the driver doesn’t trust; it’s the employer or the management the employer has in place. For the less experienced drivers and applicants, emphasize training that builds their skills and confidence.
Coaching and monitoring
Dash cams and other monitoring tools provide the data needed to coach and train drivers. By understanding each driver’s specific issues and pain points, carriers can offer personalized feedback and training. This approach helps mold new-age recruits into drivers comparable to solid, experienced, old-school drivers by focusing on their development and improvement. Without the visibility that dash cams provide, you will always be behind the 8-ball. Without visibility, you lack awareness, and without awareness, you can’t drive continuous improvement.
Imagine a physician starting without practice and without a guide to mold them into a world-class practitioner. Why do we think drivers are any different? They need technology to help them develop safer, more efficient habits.
Overcoming privacy resistance
Veteran drivers sometimes resist the implementation of safety technology due to privacy concerns. Transparent communication about the use, purpose, and benefits of technology can help ease concerns. The primary goal is to enhance safety and efficiency, not invade privacy.
Carriers have to embrace cultural change, and not just when it comes to safety technology. The market is changing, drivers are changing, regulations are changing, and perception and insurance are all changing. Being adaptable and encouraging all drivers to embrace new solutions is key; at the end of the day, you must have a culture they trust. Management drives that culture.
Highlight success, celebrate excellent driver behavior and scores, and provide ongoing support to ensure a smooth transition and address concerns proactively as they arise. As the industry standardizes these practices and more carriers adopt these processes and systems, a lot of this will subside.
Integrating advanced technology in our industry presents challenges and opportunities. Addressing the cultural shift needed to accommodate veteran and new drivers should include leveraging dash cams, scoring, and coaching models, as well as incentives, to improve training and ensure operational efficiency. This is key to successful recruitment and retention in our industry as it stands right now.
