Survey: younger drivers value job perks more than older generations

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Updated Jul 6, 2016
Pride Transport was one of the first fleets to provide drivers with satellite TV service from EpicVue.Pride Transport was one of the first fleets to provide drivers with satellite TV service from EpicVue.

A recent survey by EpicVue found that driver preferences for “perks” and other intangible benefits vary by age demographics.

“Our most recent survey indicates that driver preferences, based on demographics, can help carriers understand the issues that lead to improved retention,” said Lance Platt, CEO of EpicVue during a presentation given at the Workforce Builders Conference, June 30. The conference was put on by the Truckload Carriers Association.

The EpicVue survey was conducted in one-on-one informal conversations with 138 drivers at truckstops across North America in 2016. The drivers were not told they were participating in a survey and neither EpicVue nor its products or services were identified.

EpicVue provides an in-cab satellite TV package exclusively for the trucking industry.

Questions focused on why drivers chose to drive for a particular carrier. Drivers were also asked what their carrier does that creates loyalty and why they choose to stay with that company.

“Money is top of mind for all drivers,” Platt reported, “but perks play a pivotal role in attracting drivers to carriers. Perks were rated highest by millennials, were a dominant factor for Gen X’ers, followed by company reputation, and narrowly outweighed location as the top priority among baby boomers, who also still considered company reputation significant.”

“Perks” were defined as things like a 401(k), health care, larger cabs, satellite TV and radio, vacation time, updated in-cab equipment and incentives.

“When it comes to driver loyalty,” Platt added, “communication and respect are noticeably rated low as factors for millennials but are dominant among Gen X’ers, and loyalty is the most significant for baby boomers.”

Platt also pointed out that finding millennials who are working as truck drivers was a challenge. “The small percentage of millennials in our latest survey accurately reflects the population of drivers in that age bracket,” he said.

For “communication” the defining factors were feeling valued by the company through e-mail, online forums, calls, texts and other messages, and maintaining contact to show interest in a driver’s well-being.

“Respect” was defined by the survey as honesty in all dealings and listening when a driver expresses a concern, recognizing a driver’s time and experience, remembering special dates and anniversaries and showing acts of appreciation for something the driver does, as well as providing job advancement opportunities.