Recognitions
A driver shortage on top of very high turnover
Trucking continues to face one of the highest turnover rates of any industry, making driver retention a constant challenge. Frequent departures increase recruiting costs, disrupt operations, and place additional strain on the drivers who remain.
According to the American Transportation Research Institute, turnover reached 72% in 2023 for the largest truckload fleets (those with more than 1,000 trucks). Long-term data from the American Trucking Associations (ATA) shows turnover has consistently remained above 90% for large long-haul carriers, with replacement costs commonly estimated in the thousands of dollars per driver.
The challenge is only growing. In the Conversion Interactive/PDA Driver Survey (Fall 2025), 56.3% of drivers said they were actively looking for a new job—the highest level recorded in more than four years of tracking.
At the same time, the industry continues to face a structural labor shortage. The American Trucking Associationsestimates the U.S. is currently short more than 80,000 drivers, with that gap projected to exceed 160,000 by the end of the decade as the workforce continues to age.
Churn across warehouses and logistics
The retention challenge extends beyond drivers. Warehouse operations also experience high turnover, making it difficult to maintain staffing levels while controlling labor costs across the supply chain.
Warehouse turnover averages 36%, while labor accounts for an estimated 50–70% of logistics operating expenses, making retention a business priority—not just an HR metric (industry data, 2026).
Despite broader employment shifts, hiring demand remains strong. According to the Bureau of Labor Statistics JOLTS data, the Transportation, Warehousing & Utilities sector still had approximately 308,000 open positions as of late 2025. This ongoing labor shortage creates a structural mismatch that keeps many operations-critical roles difficult to fill.
Drivers who feel like “just a number”
Beyond pay, drivers consistently cite a lack of recognition, limited career growth, and not feeling heard as reasons they leave. While competitive compensation remains essential, these workplace factors often determine whether experienced drivers choose to stay.
The good news is that organizations can influence those outcomes. Carriers that actively listen to driver feedback build stronger loyalty, and recognition plays a meaningful role in retention. A two-year Gallup/Workhuman study found that employees who receive high-quality recognition are 45% less likely to leave their organization.
Recognition isn't a replacement for fair pay, home time, or predictable scheduling—but it is a practical, complementary strategy that helps keep experienced drivers engaged, committed, and in the driver's seat.
The Reality of Burnout in ManufacturingHard work drives this industry: long shifts, quick problem-solving, and relentless follow-through. But there is a fine line between dedication and burnout. When once-reliable employees disengage, call out more often, or quietly job hunt, it takes a toll on productivity, retention, and morale. Addressing burnout isn’t just good for employees—it is essential for long-term success. |
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Balancing Expansion and Retention: The Future of Hiring in ManufacturingTurnover and retirement rates have been steadily increasing, with 66% of manufacturers reporting that filling open positions now takes longer. The challenge of recruiting skilled workers has put additional pressure on companies, forcing them to refine hiring strategies and invest in employee retention efforts. |
Consequences of a poor manufacturing work cultureA lack of creativity and innovation leaves employees disengaged, hindering both personal growth and company progress. In manufacturing, poor culture often drives workers to seek more fulfilling roles elsewhere. This revolving door effect reduces productivity and increases training costs. While there’s momentum to improve culture, real change requires a fundamental shift in mindset—one that takes time, commitment, and a break from outdated norms. |
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How Rewardian Helps Transportation & Logistics Teams
Recognition that travels with your team
Transportation employees work where traditional engagement tools fall short. Rewardian meets them where they are — via a mobile app, kiosks, and single sign-on — so recognition reaches drivers on the road, crews in the yard, and staff at terminals and depots, in real time.
Safety and performance recognition. Rewardian helps recognize safe driving, reliability, and performance milestones — the contributions that keep experienced drivers on the road — reinforcing a culture where dependable people feel valued.
Automated milestones and manager budgets
Rewardian automates service anniversaries and can automate manager recognition budgets by role and team size — the same capabilities behind Wheels’ relaunch and Love’s Travel Stops’ automated anniversary program — so recognition runs consistently across large, multi-entity organizations.
Rewards and security built for the road
Rewardian’s catalog spans 500K+ rewards and 10M+ options — merchandise, gift cards, and no-minimum branded swag — with travel, experiences, and concierge available on higher program tiers. Rewardian is SOC 2 Type II certified, PCI certified, and GDPR compliant, with SSO and secure multi-tenant infrastructure.