Fleet Owners Turn To Data To Improve Recruitment and Retention

June 7, 2016 | by Marketing Team

Big Data in Trucking | Thunder Funding

Do you live more than 25 miles from your fleet’s terminal? Are you a fresh-out-of-driving-school graduate? Are you married?

If the answer to any of these questions is Yes, it could be a strike against you for certain fleets considering your application. Trucking and safety analysts are now taking a much closer look at driver behaviors, personality traits, demographics, and other factors that correlate with high turnover and potential safety risks.

Big Data Provides Fleet Owners With Huge Returns

Fleet owners are jumping on the big data bandwagon to quickly turn the recruitment, driver retention, and safety management process into a fine science. Vigillo, the chief data collectors and analysts from the federal Compliance, Safety, and Accountability program, have reported “…a 40-50% increase in profitability and revenues for those fleet owners that really embrace [big data].” Bottom line: Expect to see more fleet owners implementing smart driver recruitment best practices. 

Big Data And Its Role In Driver Retention

Stay Metrics uses driver surveys and a clever recognition and rewards program to boost driver retention. Not surprisingly, analysts have discovered that corporate cultures can affect retention rates. The more that’s known about the characteristics of a certain fleet, it’s culture, and its driver applicants, the better the chance of high retention.

Through detailed surveys, fleet owners are now being clued in to the fact that engaging the driver’s spouse is extremely important to retention. Additionally, data has indicated that carriers and fleet owners that spend more time explaining health insurance options and other benefits to drivers’ families have noticed a boost in the retention rates of their best drivers.

Personality Traits And Alignment With Corporate Culture Drive Recruitment Process

Application markers like employment gaps, marital status, age, and other data that can be pulled from traditional driver applications are simply the tip of the iceberg in tomorrow’s world of recruitment and retention. About two years ago, Stay Metrics began a research project with the University of Notre Dame, which studied 450 drivers working for seven of the company’s carrier clients. The study assessed driver personality traits and linked them with safety scores and turnover data.

According to Stay Metrics CEO, Tim Hindes, “Drivers with an orderly trait are structured — they take notes, make lists, and keep their paperwork in order.” When a multitude of personality traits are examined in combination, a more holistic view of the driver emerges, which makes cultural fit and driving quality more predictable. And, in the trucking industry, predictability is most definitely a good thing.

Be sure to check out our blog for more trucking safety best practices and industry trends from the team at Thunder Funding!

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