Driver Retention: This is why your best drivers quit

The reality of driver retention is concerning. 

In Europe, there is currently a 21% shortage of drivers in the freight transport sector and a supply shortage of 19% in the bus and coach sector. 

And, with both of these sectors to grow by 16% and 20% respectively, the gap between supply and demand is only going to widen.

So, why is there such a stark shortage? Why are managers across the chauffeur and delivery space struggling to hold onto drivers?

The problem

COVID-19 has not helped the current driver shortage situation. 

With an increased demand for stocked shelves and a steady flow of medical supplies, driver pools have been stretched thin.

And, driver training centres across the globe have been shut for several months because of the pandemic. This severely limited the inflow of new drivers, and companies worldwide are having to compete for new driving talent.

However, the virus is not the direct cause of driver shortages, nor is it even a significant one.

The fact is, fleet managers have been struggling to retain drivers because of:

  • Long hours
  • Time away from home
  • Low pay (in some cases)
  • Isolation from colleagues 
  • Communication issues with supervisors and customers

How does it affect your business?

Fleet managers already have a lot on their plates.

From supply and demand management, customer relationships and sector-specific responsibilities, the last thing fleet managers need are unhappy drivers.


Because dissatisfied employees lead to communication breakdown, which leads to conflict, which leads to your entire operation breaking down.

If you can keep your drivers satisfied and fulfilled, not only will you save on hiring costs, but you’ll reduce your workplace stress, too. 

How do you keep drivers from leaving?

If you want to increase your driver retention, you’ll need to give your drivers reasons to stay.

This means building a healthy workplace culture that looks after your drivers and fulfils them in their day-to-day work.

So, what is it that drivers want?

  • Safety. If drivers don’t feel looked after, they’ll quickly become uncomfortable in their job and be more likely to leave.
  • Fair treatment. It should be obvious, but fair treatment is critical to retaining employees. This can include working hours, pay ranges and time away from home.
  • Communication. Driving can be a lonely occupation, so communication between drivers and employers both creates a sense of community, and makes drivers feel involved.
  • Trust. While telematics are useful, they can make drivers feel ‘watched’. Trust between employers and employees is very important in maintaining healthy relationships. 

How to place employee wellbeing at the heart of your success

The Drivestar app is the all-in-one solution to driver satisfaction.

Its reward system motivates and encourages drivers by using financial bonuses and safety metrics without making them feel monitored.

What can you achieve with the Drivestar app?

  • Communication. Managers and drivers can openly discuss routes, driving practices and other operational concerns using data collected by the app.
  • Teamwork. The drivestar app is centered around teamwork. Drivers are at the core of your fleet’s operations, so our app is designed to set company-wide goals for employees to reach. By doing this, we create a community and a sense of belonging for drivers.
  • Safety. Drivestar uses telematics to identify dangerous driving habits. Managers can use this information to educate their drivers and encourage safer driving habits.

If you wish to keep hold of your drivers, you must make them a part of a family, communicate directly and clearly and focus on their safety. 

In doing so, you make your drivers feel valued and respected and provide a healthier working environment.

If you’re interested in building a safer and more supportive work environment for your employees, learn how Drivestar can help over on our website.