You can’t fix culture with pizza

Published on April 23, 2025

Fleets are investing more in communication than ever. But even as the engagement efforts pile up, driver connection is slipping.

At BFCon25, Jane Jazrawy pulled back the curtain on why good intentions aren’t translating into lasting culture—and what fleets can do to change that. Drawing from a CarriersEdge survey of more than 5,365 drivers at 63 fleets, she revealed a cold, hard truth: this isn’t just a morale problem. It’s a culture problem. And no amount of branded water bottles or barbecue lunches can fix it.

Drivers are speaking—here’s what they’re really saying

Let’s start with the question that used to be a sure thing: “Would you recommend your company to other drivers?” This year, the number of drivers who said they are “very likely” dropped from 80.5% to 77.5%. At the same time, the share of drivers saying they were unlikely to recommend their carrier ticked up from 3% to 4%.

It may not sound dramatic, but when you're surveying over 5,300 people, that 1-point shift means more than 60 additional drivers joined the 150 disillusioned drivers from last year in actively saying, “No, I wouldn’t recommend my carrier.” That’s not background noise—it’s a warning signal.

Dig into the survey comments and you’ll see why. Drivers described meetings as “mostly updates, not discussions.” Some wrote that communication efforts felt like “formality checkboxes.” Others reported that things “just stopped” after a few months.

They’re still showing up—but more of them are doing so with skepticism or silence.

Only 58.9% of drivers say they’re effective. That might seem acceptable—until you realize nearly a quarter (21%) are neutral or negative about them. Falling short of that benchmark suggests not just a missed opportunity, but a growing disconnect.

And when more than half of fleets (56%) rely on “staff oversight” to manage feedback—without deeper, structured approaches like roundtables (40%), driver mentors (48%), or direct calls (32%)—that disconnect only widens.

Why best intentions still fall flat

It’s not that fleets aren’t trying. They are. The problem is what they’re trying.

Many fleets pour time and budget into engagement—swag, contests, parties, and picnics—without asking whether any of it is actually creating connection.

Take Driver Appreciation Week. It’s a great idea in theory, but only 68% of fleets do anything for it. And for those that do, it’s still just one week out of fifty-two.

Some fleets go further: offering events across multiple time slots, streaming activities online, or sending pre-event gift kits. But year-round gestures like these still only show up in about 25% of fleets.

And about that old fallback: food. Turns out “pizza parties” are mostly a figure of speech in the industry. Just 10% of fleets surveyed say they offer meals at driver meetings. So even the go-to bribe rarely makes an appearance.

There are creative, low-cost ways to build real connection—Facebook Live events, virtual raffles, mailed thank-you gifts, snacks and meals drivers can grab on the go. These small touches can be surprisingly powerful—when they’re part of something bigger.

But here’s the thing: even the best swag doesn’t matter if drivers feel forgotten the rest of the year.

“Feels as if we are being talked at instead of talked to,” one driver wrote. “Often a formality—like a checkbox.” Another added: “Was good for a couple of months. Now it’s all stopped.”

These aren’t just throwaway comments—they’re signs of a bigger issue. When appreciation feels like a once-in-a-while thing, it doesn’t build trust—it chips away at it. And when it feels more like a performance than something real, it runs deeper than low morale. It becomes a leadership problem. Perks won’t fix what real conversations can.

Rebuilding culture one real conversation at a time

So, what actually works? Not surprisingly: real, human conversation.

That means building consistent two-way communication—not just announcements and newsletters, but opportunities for anonymous feedback, one-on-one check-ins, and leadership that makes space to listen.

One fleet saw a major shift after replacing vague “How’s it going?” calls with structured outreach from senior leaders, asking:

• “What’s working well for you right now?”
• “What would make your week easier?”
• “If you could change one thing here, what would it be?”

Not surprisingly, drivers responded—with ideas, with trust, and yes, with more referrals.

Beyond check-ins, Jazrawy emphasized another overlooked tool: performance conversations that go beyond telematics. Instead of just coaching after an incident, these conversations focus on goals, stressors, and long-term plans. What does this driver want next—not just this week, but next year?

Some fleets are even involving drivers in staff evaluations, policy feedback, and technology rollouts. One example: splitting operations into two roles—one for logistics, one for people. That way, someone is always looking out for the person behind the wheel, not just their miles or metrics.

When it comes to social events, it’s time for a rethink

According to Best Fleets data, 68% of fleet-organized events are office-focused. Think chili cook-offs, golf tournaments, and holiday potlucks. Just 18% are built around drivers—and only three fleets were able to say they’d seen 100% of their drivers attend at least one event. That’s a huge gap.

Creating driver-friendly events—with flexible timing, virtual access, and mobile-friendly formats—makes it clear that connection isn’t just for the office. It’s for the road, too.

Still unsure what would land? Ask. Use your surveys. Ask about raffles, event timing, and virtual options. Want to host a draw? Make it Facebook Live. Want to hand out gifts? Ship them ahead of time. Snacks for the road? Always appreciated.

If drivers feel like they’re only part of the celebration in theory—not in practice—you’re missing a major opportunity for connection.

You don’t need another raffle—you need a culture reset

If the only time you ask for feedback is when there’s a prize involved, you don’t have a communication strategy. You have a bribe strategy.

Stickers, food trucks, and branded tumblers don’t build culture. What does? Consistency. Clarity. Real conversations. Respect. Follow-through.

Drivers want to be seen. Supported. Heard. And they can tell when it’s genuine—and when it’s just for show.

The fleets that get this—and act on it—are the ones drivers stick with. Not out of obligation. But out of loyalty.

“The goal isn’t just retention,” Jazrawy said. “It’s reconnection.”