Beyond the basics: what fleets are doing to build lasting culture

Published on May 21, 2025

Too many fleets are putting a lot of effort into culture—hoping to boost satisfaction, retention, and referrals—and still failing to stand out.

The problem, as CarriersEdge CEO Jane Jazrawy put it at BFCon25, is that “everybody’s doing it.”

Culture is becoming a competitive advantage—but if everyone’s playing the same game, no one stands out.

Last month, we explored why traditional engagement tools no longer deliver the same impact. This month, we’re breaking down what forward-thinking fleets are doing differently—and how to build a system that goes beyond box-checking to earn real trust and loyalty.

What advanced engagement looks like

To stand out in today’s market, fleets need to go beyond compliance and surface-level recognition. What works now are systems of two-way interaction—ones that are structured, sustained, and dynamic. Here’s what that looks like.

Listen—with structure

Fleets that are getting it right are moving away from vague, casual check-ins and toward regular, meaningful listening. Generic “How’s it going?” questions tend to get equally generic answers.

Not sure where to start? Try this: pick one check-in question—like “What’s working well for you right now?” or “What would make your week easier?”—and ask it regularly, whether by call, text, or in person. The question matters less than the rhythm. What builds trust is the habit of listening.

Some fleets are also adding executive-led outreach to the mix, with leaders—not just frontline managers—checking in using a set of repeatable prompts. This sends a signal that feedback is valued at every level.

Many are also evolving their approach to driver committees. Instead of one representative handling everything, fleets now create multiple, topic-specific committees—one for equipment, one for policies, another for benefits—so that feedback is focused and actionable. In some fleets, drivers even weigh in on vendor reviews or product pilots, creating a deeper sense of ownership and mutual trust.

Respond—and let them see it

Listening is just the first step. What happens next—how you respond—separates good programs from great ones.

Jazrawy describes a “Survey Plus-Plus” approach: not just collecting feedback, but actively following up on it, sharing results, and showing drivers how their input shapes decisions.

One fleet uses internal video updates to show changes made based on feedback—like routing tweaks, new onboarding materials, or updated shift schedules. Another publicly recognizes drivers whose suggestions lead to improvements—sometimes even through bonuses or award nominations.

You don’t need a fancy internal platform to close the loop. A simple “What We Heard / What We’re Doing” update in your driver app or newsletter goes a long way. Just list three pieces of feedback and how you’re addressing them—even if it’s just, “Not yet, here’s why.” Drivers notice when you follow up, and they remember when you don’t.

Whatever the format, the principle stays the same: feedback needs acknowledgment— not archiving. Even a quick note explaining what’s changing (or what isn’t) is better than silence.

Reinforce—with visibility

Trust needs to be visible to be sustained. Engagement efforts only work if drivers can see them—and see themselves in them.

Too often, fleets pour time and money into programs that don’t last—or don’t reach the drivers they’re meant to serve. The numbers speak for themselves: 68% of fleet-hosted events are geared toward office staff, while only 18% are driver-focused. That imbalance is a missed opportunity.

Fleets that prioritize driver-first experiences—hybrid or virtual events, mailed appreciation kits, or livestream raffles—are the ones that stay top of mind, especially for remote or over-the-road teams.

When recognition is tied to action, it resonates. If a driver suggestion leads to a new process, say so—at the next meeting, in the newsletter, on the app. Share credit publicly and often.

Repeat—consistently, not constantly

Fleets that get this right don’t wait for problems. They build engagement into the way they operate. Culture doesn’t come from grand gestures—it grows from patterns. A flood of updates from time to time won’t move the needle, but a steady pattern of meaningful interactions will.

Some fleets share weekly feedback summaries—via video briefs, driver apps, or team calls. Others run quarterly growth conversations—not formal performance reviews, but open-ended check-ins about how drivers are doing, what they want next, and where they see themselves in a year. These conversations are quick—but drivers notice when they happen, and when they don’t.

Jazrawy also emphasized the importance of using group settings intentionally. When you bring three or more people together in the right way—not just to receive updates but to contribute—you uncover deeper insights and unexpected solutions. Engagement doesn’t need to be constant—just deliberate, repeatable, and worth showing up for.

Beyond coaching: building career conversations

One of the most overlooked areas in fleet culture is how performance conversations are handled. Too often, coaching starts and ends with a dashboard—telematics score, triggered events, or compliance checks. That’s not enough.

Today’s drivers—especially younger ones— want more than just a job. They also want a future. Ask them, “Where do you want to go from here?” Whether they’re interested in mentoring, moving off the road, or just feeling more supported, the key is to make it an ongoing conversation.

Effective coaching is less about telling and more about listening. The best coaches ask questions like, “How did that feel?” or “What would you do differently?” That shifts the dynamic from correction to growth.

Dashcam footage can support coaching—but it’s not a substitute. Drivers still need context, empathy, and real dialogue.

And coaches need support, too. Coaching is its own skill set. It requires training, feedback loops, and clear expectations—just like any other leadership role.

Many fleets are already doing this in small ways. They’re making time for five-minute check-ins during pre-trips or end-of-week touchpoints. They’re asking about stress levels, not just delivery windows. And they’re recognizing that consistent, casual attention does more for trust than a once-a-year review ever could.

The same mindset applies to meetings. Drivers don’t need another monologue. They need to be heard. That’s why more fleets are offering flexible formats—recordings, recaps, dial-ins—and making time for open dialogue.

This shift doesn’t require more meetings. Just more intention. And if you want to know whether it’s working? Ask your drivers. Then listen—and adjust.

Culture that wins isn’t louder—it’s smarter

It’s not the fleets with the flashiest programs or the biggest budgets that stand out. It’s the ones that use everyday moments—calls, check-ins, updates—to build real connection.

What felt innovative five years ago is now expected. If your engagement tools haven’t evolved, drivers will notice—and they’ll move on.

Culture that lasts isn’t about doing more. It’s about doing the right things—consistently, visibly, and with purpose. The fleets that get this are the ones earning real loyalty in 2025. And no amount of pizza can replace that.