A TALENT IN LOGISTICS GUIDE TO OFFERING THE RIGHT INCENTIVES TO RETAIN AND RECRUIT DRIVERS
Retention and recruitment are a big concern for many transport and logistics companies, especially during the current driver shortage. A shocking 70% of drivers do not feel valued, and less than half feel motivated to work hard for their employers (identified in a recent Talent in Logistics white paper). To address this, and stay competitive as an employer, it is vital to provide the right employee incentives and benefits package. But where do you start?
Carry out a driver survey
To understand what incentives and benefits your drivers would respond well to, try asking them! Carry out a quick, simple survey to learn what motivates your drivers by listening to their needs and understanding what encourages them. If you need help to create a short driver survey, contact the Talent in Logistics team.
Come up with ideas for LGV Driver Incentives that don’t include salary
As well as conducting your own survey, look out for the nationwide LGV Driver Incentive and Benefits survey and report by Talent in Logistics, set to launch soon in conjunction with RTITB Master Driver CPC Consortium. It will offer a unique insight into the views of LGV drivers across the country and may give you ideas. In the meantime, below are some suggested driver benefits:
- Comprehensive healthcare package
- Flexible working schedule/pattern (choosing their own working hours)
- Training and development opportunities
- Extra holiday
- Vehicle upgrade
- Cash incentives and bonuses
- Public recognition (for example by management at company events)
- Special assignments (for example drivers’ favourite routes)
- Access to external services (such as yoga, meditation, or counselling)
Remember, your idea of a benefit or incentive, may not be the same as your drivers’, and different drivers may have different preferences. It may take time to put together a flexible package that appeals to the majority of employees, but it’s worth showing your drivers they are valued.
Communicate your incentives and benefits effectively
Once you have come up with some genuine incentives and benefits, you will need to communicate them effectively to your existing and potential drivers. Here are some tips to help get them on board:
- Be precise, clear, and concise – Tell your drivers why you are offering what you are offering in plain English. Use everyday language and be brief and to the point. For example, (as Google re:Work advises), don’t just say ‘well-being’ – explain that you mean ‘emotional, physical and financial health’. Avoid corporate jargon and toxic positivity if you don’t want to seem insincere.
- Communicate regularly, and from the top – Top-down support of your drivers and incentives and regular communication are important, no matter the size of your operation. If you as the manager / business owner get behind your own incentives scheme, so will your drivers. Regular communication will help you drive the enthusiasm needed to make your incentive scheme successful and your drivers feel valued.
- Talk to existing and potential drivers – Incentives and benefits are a good tool both for staff retention, and recruitment, so shout about them through internal communications, such as newsletters and on bulletin boards. Incentives make you an attractive employer, so in a challenging job market, ensure these are also included in job advertisements too.
- Don’t overexaggerate – Don’t dress up a standard contract term as a benefit as this won’t inspire trust and confidence. For example, if what you are offering is 20 days holiday plus eight bank holidays, don’t call it a 28-day package, which is actually the legal minimum holiday entitlement anyway. Instead focus on the genuine or unique benefits you can offer as an employer.
Need more advice?
There is a range of valuable resources and guidance for logistics employers at the Talent in Logistics website to help you attract, engage, and retain the very best drivers. You can also contact the Talent in Logistics team for expert advice and support, by calling 01952 520216, or emailing info@talentinlogistics.co.uk.