Let’s be honest. If you could solve the driver retention problem with a few extra-large pepperoni pizzas, you would have done it by now. The truth is, that Friday pizza party might be a nice gesture, but it doesn’t do much for a driver staring down another 70-hour week, trying to master a new piece of tech in the cab, and wondering if they’re getting a fair shake on their fuel bonus.

The driver shortage isn’t a temporary headache; it’s the new normal. In this competitive market, keeping your best drivers behind the wheel isn’t about grand, expensive gestures. It’s about something far more valuable and, frankly, much cheaper: respect. Respect for their time, their skills, and their intelligence.

After more than 20 years in this business, we’ve seen companies throw all sorts of money at the retention problem. But the fleets that consistently have the lowest turnover rates are the ones that focus on the little things. Here are five low-cost strategies that show you care and actually make a difference.

1. Offer Training That Actually Helps

Drivers are professionals, and professionals appreciate opportunities to sharpen their skills. But they can spot mandatory, check-the-box training from a mile away. Instead of another generic safety video, invest in training that provides real, tangible value to their daily lives and careers.

Think beyond the basics. Offer a workshop on advanced defensive driving techniques for mountain or winter conditions. Bring in an expert to run a session on personal finance and tax preparation specifically for road warriors. Many drivers are frustrated by new technology; hold a hands-on session on how to get the most out of the ELD or the new navigation system. Investing in their professional development shows you see them as long-term assets, not just steering wheel holders. It’s a powerful statement that says, “We want you to succeed here.”

2. Show Them the Money (Clearly): The One-Page Bonus Structure

Bonuses for fuel efficiency, safety, and on-time performance are great, but not if your drivers need a CPA and a magnifying glass to figure out how they work. A complicated, multi-page document full of corporate jargon breeds suspicion, not motivation.

Create a simple, one-page flyer that clearly explains your bonus structure. Use bullet points and plain English. For example: “Drive under 65 MPH for 95% of the month = $150 bonus. No hard braking incidents = $100 bonus.” When the rules are crystal clear and the goal is achievable, drivers will actually engage with the program. It builds trust and shows you’re being transparent, not trying to hide the money in the fine print.

3. Make Them a Co-Designer: The Driver-Influenced Spec

Who knows more about what makes a truck functional than the person who lives in it? Yet, most fleets spec new trucks in an office, completely disconnected from the end-user. This is a massive missed opportunity.

My friend, Sarah, who manages a fleet for “Keystone Freight,” created a “Driver Spec Council.” She brought in her top five drivers, bought them lunch, and walked them through the spec sheet. Their feedback was invaluable. They suggested moving a mirror for better visibility and adding extra power outlets in the sleeper—small changes that cost almost nothing but made a world of difference in daily life. Her drivers felt heard and respected, and her other drivers are now lining up to get into the “cool new trucks.”

4. The Two-Way Radio (That Isn’t a Radio)

How often do you talk to your drivers when there isn’t a problem? If your only communication is about a late delivery or a logbook violation, you’re not their manager; you’re just the bearer of bad news.

Make a point to have regular, positive communication. A simple text message saying, “Hey John, saw you safely navigated that storm in Nebraska. Great job, stay safe,” can go a long way. Use your dispatch software or a simple group chat to send out positive company news or recognize a driver’s milestone (work anniversary, birthday, etc.). It fosters a sense of team and shows you see them as people, not just unit numbers.

5. Respect Their Time, Especially Home Time

In this industry, time is everything, and a driver’s home time is sacred. When you promise a driver they’ll be home on Friday, you need to move heaven and earth to make it happen. Consistently failing to get drivers home when promised is one of the fastest ways to get a two-weeks’ notice.

This means smart load planning and sometimes even turning down a load if it will violate that sacred trust. Protect their home time as fiercely as you protect your assets, and they will reward you with loyalty.

At the end of the day, drivers are the lifeblood of your business. A pizza party is nice, but it’s forgotten by Saturday morning. Meaningful training, a clear path to earning more money, and a genuine say in their work environment? That’s what keeps a good driver in your seat for the long haul.