Why Some Fleets Struggle to Recruit Drivers (And Others Don’t)

Every fleet owner knows how competitive driver hiring is right now. The job boards are flooded with postings, turnover rates are at an all-time high, and even offering higher pay doesn’t always seem to work.

Some fleets, though, don’t seem to have the same problem. They are not constantly scrambling to fill empty seats. They are not losing drivers after just a few months. They are not stuck overpaying on job ads with little to show for it.

So, what is the difference? 

In this article, we’ll take a look at what drivers actually think when they’re deciding where to work, and the subtle mistakes that might be pushing them away before they even apply.

1. Why Drivers Choose One Fleet Over Another

Every driver has choices. If they’re looking for a new job, they’ll probably check out multiple fleets before making a decision. But how do they decide where to apply?

Most fleet owners assume it comes down to pay, miles, and home time. And those things do matter. But here’s what many overlook: drivers make snap judgments based on what they see online.

Before calling or applying, drivers ask themselves:

• Does this fleet actually seem legit? (Or are they just another random trucking company with a job post?)
• Do they have steady freight? (Or am I going to sit for days waiting on loads?)
• Are their trucks decent? (Or am I going to be stuck with a beat-up rig that constantly breaks down?)
• Are their drivers happy? (Or am I walking into a mess of broken promises and unpaid miles?)

If they can’t find quick, convincing answers to these questions, they move on.

2. How Fleets Lose Drivers Before They Even Apply

A lot of fleets think their biggest hiring problem is a driver shortage. But the real problem? Drivers aren’t convinced to apply in the first place.

Let’s compare two different fleets and how they come across to potential drivers.‍

Fleet A: 

• No recent posts or outdated content
• No photos of trucks, freight, or the team
• Nothing that showcases stability, safety, or company culture‍

‍What drivers actually think:

• “Are they even hiring right now?”
• “Do they have enough freight to keep me moving?”
• “What kind of trucks are they running?”
• “Why isn’t there anything about their pay or benefits?

The Result?

They scroll right past.

Sure, a driver could call and ask… but why would they?

Drivers have endless options. They’re not calling to figure things out—they’re calling when they’re already convinced.

If your social media doesn’t answer their core questions before they scroll past, they’ll go straight to the next fleet that makes it obvious.

And here’s the kicker—you won’t even know you lost them.

Fleet B: 

• Regular social media posts showing off the fleet (clean trucks, specialty freight, etc.)
• Driver spotlights, team stories, and employee milestones
• Photos from company events, awards, and certifications
• Content that reflects stability, respect, and company culture

What drivers actually think:

• “I can tell they actually take care of their trucks”
• “Drivers here seem happy, probably no issues with paychecks.”
• “If drivers are sticking around long enough to get shoutouts, that’s a good sign.”

Result?

They stop scrolling—and they take a closer look. Because when drivers can already see what they’re signing up for—the trucks they’ll drive, the people they’ll work with, and the kind of freight they’ll haul—it’s way easier for them to pick up the phone and call.

3. Small Details That Make a Big Difference

If drivers are researching a company, they’re looking for quick, easy proof that it’s worth their time. Here are a few small things that instantly change how a fleet looks to potential hires:

Real Driver Testimonials & Team Spotlights

• When drivers see that others are happy working there, it makes applying easier.
• Short videos of a real drivers talking about their experience is far more convincing than any job post.

Consistent Online Presence

• A company that actively shares updates looks alive and stable.
• If a fleet has zero online presence, drivers assume they’ll have to chase dispatch for updates too.

Job Listings That Actually Answer Questions

• Instead of just “NOW HIRING CDL-A DRIVERS,” posts should list pay, home time, equipment details, and what makes the job worth it.
• Fleets that do this get higher-quality applicants—not just anyone desperate for a paycheck.

4. The Cost of Being Invisible

If a fleet isn’t making itself look like a good place to work, recruiting costs go up. Here’s why:

• Higher Ad Spend – If a company has no reputation, they have to pay for visibility with expensive job ads.
• Lower-Quality Applicants – Fleets with a weak presence attract drivers who aren’t picky—often the ones who job-hop the most.
• More Hiring Headaches – Without a steady stream of interested drivers, companies scramble to fill empty seats last minute.

On the flip side, fleets that consistently show up where drivers are already looking spend less on recruiting and get better hires.

5. What Can Fleet Owners Do Differently?

The best fleets aren’t necessarily the ones that pay the most—they’re the ones that make drivers feel confident about applying.

Here’s what makes the difference:

• Show drivers what they’re signing up for – Post real pictures of trucks, freight, and team events.
• Make it easy for drivers to find information – Keep job listings updated and clear.
• Respond to driver questions quickly – If someone asks about a position and gets no reply, they move on.
• Maintain an active presence – Even small updates help a fleet stay visible and credible.

Fleet owners don’t need to spend a fortune on ads or gimmicks. They just need to make it obvious why a driver should want to work there.

6. Stand Out, Hire Better, and Stop Wasting Money

If your fleet is struggling to find drivers, take a step back and ask: What does a driver actually see when they search for us?

If you want to make sure drivers are actually seeing what makes your fleet worth working for, it's worth taking the time to fix this. And if you don’t have the time? That’s where we come in.

Superior provides dedicated marketing and branding solutions—specifically designed for carrier companies, logistics providers, and transportation businesses. We’ve been in the transportation industry for over 8 years, and our services go beyond just marketing. We know what works, what doesn’t, and how to actually get results.

We’ll make sure your fleet isn’t just another name lost in a pile of job ads. That means fixing the gaps in how your company shows up online, making sure drivers can see exactly why they should apply, and helping your recruiting efforts get better results without throwing more money at job boards.

If this sounds like what your fleet’s been missing, let’s talk. You can schedule a free consultation—no strings attached, no sales pitch.

📅 Schedule a free consultation here.

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