Drivers play a pivotal role in an organization’s safety culture, and ultimately, its reputation. How, then, can fleet managers help establish patterns of safe behavior? An intentional driver safety rewards program is a good place to start.
Leading companies understand that the benefits of these programs are twofold – not only do they incentivize drivers and improve driver retention rates, but they help establish a culture of high performance and improved safety records. Over time, this will lead to improved driver morale, lower insurance costs and even higher customer satisfaction.
Here’s how to structure a driver safety incentive program that sticks.
Download Now | Checklist: 7 Effective Strategies for Recruiting and Retaining Top-Notch Drivers
Three Key Components of an Effective Driver Safety Incentive Program
1. Set Clear, Measurable Targets
First and foremost, identify which safety goals are most meaningful for your business and its unique track record. Where are trends emerging? What will require the most intervention? These critical insights should serve as your foundation. The easier to measure, the better – quantifiable behaviors like driving speeds and incidents of harsh braking are simpler to track.
By setting specific, measurable and achievable goals, you cut through the noise and provide your drivers with a clear roadmap for success.
2. Provide Ongoing Training and Education
Don’t just tell drivers that they need to be safer – show them how. Ongoing fleet safety training not only enhances driving skills and lowers violations, but also keeps drivers abreast of the latest safety strategies. When empowered with knowledge, fleet drivers will be safer by default and better prepared to navigate the open road.
3. Outline a Recognition and Rewards Framework
Unsurprisingly, recognition and rewards are the linchpin of any worthwhile driver safety incentive program. Recognizing drivers’ efforts fosters a positive safety culture and motivates others to follow suit.
To maximize anticipation and excitement, make sure your reward structure is clearly defined. What will they earn when they reach each of your goals? How will you alert winners and distribute their gifts? Consider implementing a point system or team competition. Give drivers something to look forward to!
Impactful Driver Safety Incentives
1. Highlight Your Monthly Safety Stars
The lofty benchmarks you set will give fleet drivers something to aspire to, but consistency is critical to building a culture of driver safety. Celebrate little wins throughout the year and spotlight those who are a cut above.
On a semi-regular cadence, ideally every month or every quarter, identify which of your drivers set the standard for safe driving and recognize their accomplishments across the organization. When you announce your winner, be specific about the milestones they’ve achieved and the behaviors you’d like the rest of the fleet to emulate. This will demonstrate a genuine appreciation for your drivers’ efforts and provide frequent opportunities to measure progress toward your major goals.
2. Give Something Tangible
Sure, it’s a great feeling to be recognized by one’s employer, but your driver safety incentives program shouldn’t stop there. Pair company-wide recognition with a small token of your gratitude, such as:
- Company swag or merchandise
- A gift card to a local restaurant
- A cash bonus
- A day off
The prize you pick doesn’t have to break the bank. Set a budget and stick to it, but choose gifts that will be valuable to your drivers.
3. Provide Career Mobility
In today’s complex job market and legal landscape, you want your safest drivers to stick around. Offering a reward that will facilitate their professional growth is a win-win for both fleet drivers and their employers.
If your company offers a leadership development program, for instance, make it accessible to your highest-performing drivers. Covering the costs of advanced certifications or training is another good option. At the very least, make sure that drivers’ safety records are factored in when deciding on potential raises and promotions. Ultimately, the goal is to show your drivers that their dedication to safety is central to long-term success at your company.
Retain Your Safest Drivers
Driver safety incentive programs are valuable to companies and drivers alike. By prioritizing safety and implementing effective incentive programs, organizations reduce risks and costs while fostering a culture of safety that resonates throughout the industry.
For additional guidance on how to improve your safety culture and retain your best drivers, download our checklist below.
