Keeping great drivers on your team can feel like trying to hold water in your hands. Whether you’re managing a utility fleet, a service fleet, or any operation with vehicles on the road, the story is the same: drivers join, get frustrated, and jump ship. Turnover is painfully expensive. 

Depending on the type of fleet you run, the training, and downtime involved in hiring, replacing a driver can cost your company thousands of dollars. According to Centerline Drivers, the average cost to replace a single driver is around $8,234, with some fleets spending as much as $20,729. 

Instead of endlessly refilling the applicant pipeline, why not fix the bucket? Fleet leaders are discovering that a driver-first fleet culture is a practical retention strategy to help drivers stick around because they feel valued. Let’s unpack the idea, challenge some assumptions, and build a plan that actually works.

⭐ Scroll down to play the Driver-First Culture Check-In crossword puzzle!

Sure, compensation matters, but Gallup’s 2024 study shows it’s rarely the main reason people leave. According to their research:

• Only 16% of employees say pay or benefits were the primary reason they quit.
• 37% left because of culture and engagement issues.
• 31% cited well-being or work-life balance as the top reason for leaving.

Even more telling? 42% said their company could have done something to prevent them from quitting, like clearer communication, more respect, or simply being recognized.

What this means for fleet operations: even generous pay won’t improve fleet driver retention if the schedule is unpredictable, their concerns are ignored, or the culture makes them feel disposable. Those are the real leaks in your operation, and Gallup’s data shows most of them can be fixed.

A driver-first culture is one where drivers aren’t an afterthought—they’re at the center of how you operate. Their experience, safety, and well-being are baked into every decision, from scheduling to equipment to communication.

It means listening to them, respecting their time, and setting them up for success. When drivers feel valued, they stay longer, perform better, and make your job a whole lot easier.

Five Ways to Build It

Here are a few places to start:

Driver-First Culture Check-In

A driver-first culture doesn’t mean turning your operation upside down. It means tuning in to what your drivers need and making smart, sustainable changes that help them do their jobs better.

Building this kind of culture doesn’t require reinventing the wheel. It starts by paying attention to how your team experiences scheduling, communication, and performance tracking, and being willing to make meaningful changes when gaps appear.

A strong culture starts with safety. It’s one of the most visible and immediate ways to show your drivers that you have their back. Download our Safety Culture Evaluation Checklist to get a clear picture of where your organization stands. Use it to uncover opportunities, address gaps, and take the first step toward building a culture that helps drivers stay.