“The ongoing freight recession has brought challenges for all segments of the trucking industry,” said Jane Jazrawy, CEO of CarriersEdge. “However, that hasn’t stopped fleets from finding creative ways to support their drivers, and we’re looking forward to hearing all the great ideas they’ve come up with.”

Nominations are now being accepted through October 31. Drivers, including company employees and independent contractors, can nominate their fleets at www.bf2df.com. The program welcomes all for-hire fleets operating 10 or more tractor-trailers across the U.S. or Canada, regardless of freight segment.

Once nominated, participating fleets complete a detailed questionnaire and interview, outlining driver-focused programs across multiple categories. Selected drivers are also surveyed to provide firsthand insight into their experiences. Responses from both management and drivers are scored, determining the top 20 fleets. These are then split into small and large fleet categories, with the highest-scoring fleet in each recognized as the Best Overall Fleet for their category. Hall of Fame entrants may also be honored as overall winners.

Recognition for Top 20 fleets, overall winners, and Hall of Fame entries will take place during the Best Fleets to Drive For Education and Awards Conference, scheduled for March 2026.

For additional information about the program, including past winners and best practices, visit www.bf2df.com. Stay connected with the program on social media using the hashtag #BestFleets26, on Facebook at www.facebook.com/BestFleetsToDriveFor, and on LinkedIn at www.LinkedIn.com/company/BestFleetsToDriveFor.

Image Source: Nigel Tadyanehondo (Unsplash)

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Why Branding Matters for Trucking Carriers

For trucking carriers, branding isn’t just about having a recognizable logo or catchy slogan—it’s about building a solid reputation that resonates with drivers and establishes trust. A strong brand attracts high-quality drivers, enhances retention, reduces turnover, and improves overall company morale. Carriers with a clear and consistent brand identity are more likely to stand out in the crowded marketplace and become the employer of choice for drivers looking for long-term, stable opportunities.

At Truck Drivers USA, we understand that branding is a multifaceted effort, requiring clear communication of a company’s values, culture, and business practices. This guide will break down some of the core principles of effective branding for carriers and how TDUSA’s deep industry knowledge can serve as a solid foundation for improving branding efforts.

Key Branding Elements Every Carrier Should Focus On

1. Authenticity in Branding: The Power of Transparency

In an era where transparency is more valued than ever, authenticity is one of the strongest assets any carrier can have in their branding toolkit. For carriers, this means presenting an accurate, unembellished picture of what it’s like to work for the company—both the benefits and the challenges.

Truck Drivers USA has seen firsthand how drivers value honesty and transparency. Carriers who provide clear and upfront information about pay, benefits, work schedules, and company culture are likelier to build a loyal and trusting workforce. Conversely, branding that overpromises and underdelivers can result in poor retention rates and a tarnished reputation.

2. Brand Consistency: Staying True to Your Message

A major mistake many carriers make is inconsistently representing their brand across different platforms. Whether through job postings, social media, or the company website, the messaging should align and reinforce a unified narrative.

TDUSA has observed that the most successful carriers have strong, consistent branding throughout every aspect of their operations. The tone, messaging, and values should remain consistent from how they recruit drivers to the language they use in job ads. This consistency makes the brand feel trustworthy and stable, which drivers actively seek in a carrier.

3. Social Media as a Tool for Building a Strong Brand

Social media isn’t just for flashy marketing campaigns—it’s an essential tool for building a carrier’s reputation. By showcasing company culture, sharing driver stories, and providing insights into day-to-day operations, social media allows carriers to humanize their brand and connect directly with potential drivers.

Truck Drivers USA recognizes that social media platforms like Facebook, Instagram, and LinkedIn can serve as excellent vehicles for carriers to engage with current and prospective drivers. By creating content that highlights the carrier’s work environment, values, and employee satisfaction, carriers can demonstrate that they truly care about their drivers’ experiences.

4. Employer Branding: Building Long-Term Relationships

A strong employer brand doesn’t just attract drivers—it helps keep them. Effective branding communicates long-term value to drivers, offering a glimpse of growth opportunities, a supportive culture, and stability. Employer branding goes beyond the initial recruitment phase and focuses on cultivating relationships that last.

Carriers who invest in employer branding demonstrate a commitment to their workforce’s well-being, which can result in higher retention rates and lower turnover.

Elevate Your Employer Brand

Branding in the trucking industry is not a one-size-fits-all approach. Every carrier has its own unique strengths, challenges, and workforce needs. However, the core principles of authenticity, transparency, consistency, and employer branding can be applied across the board to build a strong and effective brand.

At Truck Drivers USA, we believe that carriers who prioritize strong, genuine branding will have a distinct advantage in attracting and retaining top drivers. By aligning branding efforts with these core principles, carriers can create an image that speaks to drivers personally, setting themselves apart as an employer of choice.

The post Building a Strong Carrier Brand: Insights from Truck Drivers USA appeared first on Truck Drivers USA.

A Legacy Built on Excellence

Peterbilt’s story began in 1939, when founder T.A. Peterman set out to build trucks that were tougher and more efficient for the logging industry. Over the decades, the company has stayed true to its mission, earning a reputation for craftsmanship, innovation, and high performance. Today, Peterbilt is a symbol of trust and durability in the trucking sector.

Leading the Industry in Trucking Innovation

Peterbilt has long been at the forefront of innovation, continuously finding new ways to enhance fuel efficiency, safety, and the driving experience. Key advancements include:

1. Redefined Aerodynamics

Peterbilt models like the 579 are engineered with advanced aerodynamics to reduce drag, boost fuel efficiency, and lower operating expenses. These sleek designs also help cut emissions, benefiting both businesses and the planet.

2. SmartNav Technology

The SmartNav system integrates navigation, real-time diagnostics, and communication tools within an intuitive platform. It ensures smoother operations for drivers, enabling them to plan optimal routes and stay informed.

3. PACCAR Powertrain

Peterbilt trucks are powered by PACCAR MX engines that strike the perfect balance of power and efficiency. With high performance and reduced fuel consumption, these powertrains excel at ensuring productive and cost-effective hauls.

4. Commitment to Sustainability

Peterbilt is setting a new standard with electric and alternative fuel solutions, such as the Peterbilt 579EV and 520EV. These electric models not only cut down on emissions but also provide long-term cost savings for owners looking to transition to greener operations.

Designed with Drivers in Mind

Peterbilt knows that driver comfort and satisfaction are essential for long-haul success. The brand goes above and beyond to ensure drivers have a pleasant and efficient experience, offering:

• Premium Cabin Interiors: Stay productive and organized with ergonomically designed interiors, customizable seating, intuitive dashboards, and plenty of storage options.

• Quieter Rides: Enhanced noise-reducing features ensure smoother and quieter journeys, helping minimize driver fatigue on long trips.

• Luxury Sleeper Cabs: Customizable sleeper options deliver comfort for drivers spending extended hours or days on the road, creating a home-away-from-home experience.

Built for Durability and Dependability

Peterbilt trucks are designed to bring drivers peace of mind by excelling in performance and reliability. Here’s how they keep you moving:

• Rugged Construction: From a strong chassis to a durable frame, Peterbilt trucks handle heavy loads and tough terrain without breaking a sweat.

• Advanced Safety Systems: Features like adaptive cruise control, collision mitigation, and lane departure warnings prioritize driver and cargo safety on every trip.

• Efficient Maintenance: Peterbilt trucks are built with accessibility in mind, simplifying routine maintenance and repairs. This design helps reduce downtime and keep fleets operational longer.

Why Drivers Choose Peterbilt

Peterbilt’s commitment to innovation, driver comfort, and exceptional performance has fostered a loyal community of truckers who trust the brand with their livelihoods. Whether it’s the timeless design of the Peterbilt 389 or the fuel-efficient performance of the 579, Peterbilt trucks deliver on the features drivers care about most.

The post Inside Peterbilt Trucks: The Innovation, Quality, and Comfort Drivers Trust appeared first on Truck Drivers USA.

Now in its 17th year, Best Fleets to Drive For is an annual survey and competition that highlights the for-hire carriers delivering the best workplace experience for professional drivers.

Source: From left: Heather Engen, Senior VP and Head of Global Customer Success at Netradyne; Tamara O’Tool, Vice President of Administration at Decker Truck Line, Inc., and Jane Jazrawy, CarriersEdge CEO

Small Carrier Champion: K&J Trucking

K&J Trucking, based in Sioux Falls, South Dakota, took home the Best Overall Fleet award in the small carrier category. This marks the second year in a row that the company has won the top honor, making it the first contractor fleet to achieve back-to-back victories since the small and large carrier categories were introduced 11 years ago. K&J has consistently ranked among the Top 20 Best Fleets to Drive For four times and continues to set industry standards for independent contractor fleets. The award is sponsored by TruckRight.

Large Carrier Winner: Decker Truck Line

For the first time, Decker Truck Line, Inc., headquartered in Fort Dodge, Iowa, has secured the Best Overall Fleet title in the large carrier category. The company has made the Top 20 Best Fleets list for four years, steadily refining its driver programs and workplace culture. Netradyne sponsors this award.

“K&J Trucking and Decker Truck Line rose to the top by continuing to elevate their workplace cultures and driver programs in the face of tough freight conditions,” said Jane Jazrawy, CEO of CarriersEdge. “K&J Trucking, whose fleet is comprised mostly of independent contractors, continues to buck the industry perception that contractor fleets can’t offer an industry-best workplace for drivers. And, since first cracking the Top 20 Best Fleets to Drive For list in 2022, Decker Truck Line has continued to improve its programs year after year while also maintaining strong safety and driver satisfaction numbers.”

The Stratosphere Award and Hall of Fame Recognition

CarriersEdge also honored Garner Trucking, Inc. of Findlay, Ohio, with The Stratosphere Award, which goes to the highest-scoring fleet in the Best Fleets Hall of Fame. Sponsored by EpicVue, this award recognizes carriers that have consistently achieved excellence.

To qualify for the Hall of Fame, a fleet must be named a Best Fleet for 10 consecutive years or at least seven years with an overall winner title. Once inducted, fleets must continue meeting the program’s high standards each year to maintain their status.

“Members of the Best Fleets Hall of Fame continue to innovate and raise the bar for the industry,” Jazrawy added. “Garner has taken that even further, and their exceptional programs and driver satisfaction set a new standard of excellence for the industry.”

How Fleets Are Chosen

The Best Fleets to Drive For program is open to for-hire carriers operating 10 or more tractor-trailers. To be considered, a fleet must be nominated by one of its own company drivers or independent contractors. From there, CarriersEdge evaluates each carrier based on key criteria such as:

• Driver compensation
• Benefits and retirement plans
• Professional development opportunities
• Community involvement
• Safety record

Source: Truckers News

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“This year, the Best Fleets continued to invest in new and creative programs to enhance the workplace experience for drivers,” said Jane Jazrawy, CEO. “Despite what’s been a tough economy the past couple of years for fleets, the Best Fleets Top 20 and Hall of Fame members have continued to show that the well-being of their drivers remains a top priority.”

Recognizing Excellence in Trucking

The Best Fleets to Drive For program celebrates companies that prioritize exceptional workplace environments for their drivers and independent contractors. To qualify for the program, for-hire carriers operating at least 10 tractor-trailers must be nominated by a current driver or owner-operator.

Companies are then evaluated on various criteria, such as driver pay, benefits, human resources strategies, operational practices, professional development opportunities, and work-life balance initiatives. To ensure a comprehensive assessment, surveys are also conducted with drivers and independent contractors to gauge their satisfaction with the fleet’s work environment.

The companies with the highest scores are named to the prestigious Best Fleets to Drive For list. Those that have earned the recognition for 10 consecutive years—or for seven consecutive years with an overall winner distinction—are inducted into the Hall of Fame.

2025 Top 20 Best Fleets to Drive For

• America’s Service Line – Green Bay, Wis.

• American Central Transport – Kansas City, Mo.

• Brenny Specialized Inc. – St. Joseph, Minn.

• C.A.T. Inc. – Coteau-du-Lac, QC

• Challenger Motor Freight Inc. – Cambridge, ON

• Chief Carriers Inc. – Grand Island, NE

• Continental Express Inc. – Sidney, Ohio

• Crawford Trucking – Des Moines, Iowa

• Decker Truck Line Inc. – Fort Dodge, Iowa

• Fortigo Freight Services Inc. – Etobicoke, ON

• Fremont Contract Carriers, Inc. – Fremont, NE

• Ippolito Transportation – Burlington, ON

• K & J Trucking Inc. – Sioux Falls, SD

• Kriska Holdings Limited – Prescott, ON

• Leonard’s Express Inc. – Farmington, N.Y.

• PGT Trucking Inc. – Aliquippa, Pa.

• Thomas E. Keller Trucking Inc. – Defiance, Ohio

• TLD Logistics Services Inc. – Knoxville, Tenn.

• TransLand – Strafford, Mo.

• Wellington Motor Freight – Aberfoyle, ON

2025 Hall of Fame Inductees

• Bison Transport Inc. – Winnipeg, MB

• Boyle Transportation (an Andlauer Healthcare Group Company) – Billerica, Mass.

• Central Oregon Truck Company (a TFI International Company) – Redmond, Ore.

• FTC Transportation Inc. – Oklahoma City, Okla.

• Garner Trucking, Inc. – Findlay, Ohio

• Grand Island Express – Grand Island, NE

• Halvor Lines, Inc. – Superior, Wis.

• Nussbaum Transportation Services Inc. – Hudson, Ill.

• Prime Inc. – Springfield, Mo.

• Transpro Freight Systems Limited – Milton, ON

Honorable Mentions (Fleets to Watch)

CarriersEdge has also recognized five additional carriers as Fleets to Watch for their noteworthy efforts this year:

• Quality Carriers Inc. – Tampa, Fla.

• S&H Express Inc. – York, Pa.

• Steve’s Livestock Transport – Blumenort, MB

• USXL – Foristell, Mo.

• Williams Dedicated, LLC – Michigan City, Ind.

Awards Event and Future Insights

From the Top 20, CarriersEdge will announce two standout fleets—one in the large fleet category and one in the small fleet category—at the Best Fleets Education & Awards Conference, scheduled for March 3-4 at the NASCAR Hall of Fame in Charlotte, N.C.

During the conference, the Stratosphere Award will also be presented to the highest-scoring fleet in the Hall of Fame category. Attendees will gain access to in-depth data and insights, including statistics, trends, and innovative initiatives from this year’s top-performing fleets.

The conference, sponsored by EpicVue, TruckRight, and Netradyne, promises to be a valuable resource for trucking companies looking to enhance their operations and improve workplace experiences for drivers.

Source: The Trucker

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Here’s what drivers had to say about where recruiters could do better—and how these insights can help recruiters attract and retain satisfied, loyal drivers.

What Drivers Really Want

1. Transparent Pay and Benefits
   Pay transparency is essential, with 86.1% of drivers ranking it as their top priority. Clear communication around pay and benefits builds a foundation of trust and sets drivers up for success from day one.
2. Efficient Operations and Load Planning
   Over 63% of drivers say that effective load planning significantly impacts their satisfaction. Companies that invest in streamlined operations show drivers that their time is valued, which makes a lasting impact.
3. Reliable, Well-Maintained Equipment
   For 39.9% of drivers, equipment quality is key. Providing dependable, safe trucks sends a message that the company values its drivers’ comfort and safety.
4. Clear Company Policies
   About one-third of drivers want clarity around company policies. Transparent, straightforward policies help drivers feel secure and set realistic expectations for their day-to-day work.

Building Trust Through Consistent Communication

• Be Honest from the Start: Drivers value honesty above all. When recruitment promises match the reality of the job, trust is built and maintained.
• Regular Check-Ins: these insights reveal that drivers never feel “over-communicated.” Staying in touch with drivers—especially early on—ensures that any issues are addressed quickly.
• Define Clear Expectations: From pay to daily responsibilities, clearly outlining expectations sets the stage for a more trusting and productive relationship.

Want to see the full details and dive deeper into the survey findings?  Download the full 2024 survey here  to learn more about what drivers are really looking for in the recruitment process.

Source: Conversion Interactive Agency & PDA’s Fall 2024 Truck Driver Survey

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A news release stated, “[The program] will celebrate and recognize the best carrier workplaces in the North American trucking industry based on professional driver feedback and satisfaction.”

In collaboration with the University of Denver’s Transportation & Supply Chain Institute, the TCA Drivers’ Choice Awards will spotlight carriers that excel in providing exceptional workplace environments for both company drivers and independent contractors.

Participation in this awards program is exclusive to TCA carrier members. Nominations will start later in the year, with the highest-ranking carriers being honored at TCA’s 2025 convention March 15-18 in Phoenix.

Once nominated, carriers and their drivers will be invited to complete surveys, which will be managed and assessed by the University of Denver’s Transportation & Supply Chain Institute.

To ensure the success of this initiative, TCA sought feedback from its membership and established four working groups. These groups contributed to shaping the program’s framework, defining the characteristics associated with satisfied drivers, and other critical aspects.

“This has truly been a membership-led effort in creating TCA Drivers’ Choice Awards,” according to the news release. “TCA is also happy to announce that it has secured three presenting co-sponsors for this program who are EpicVue, TruckRight, and Samsara.”

Jim Ward, President of TCA, emphasized the importance of recognizing and celebrating the leading carrier workplaces in the industry. He noted that such recognition not only acknowledges the efforts of these companies but also fosters a culture of excellence and driver contentment.

“By partnering with a reputable institution like the University of Denver, the program ensures that the surveys and scoring are conducted impartially and with a high level of professionalism,” he said.

David Fisher, Executive Director at the University of Denver’s Transportation & Supply Chain Institute, expressed equal enthusiasm for the new program.

“The Transportation & Supply Chain Institute is thrilled to be able to support this program for the TCA and this industry,” he said. “Trucking is the nation’s circulatory system. Anything the Institute can do to support the betterment of the industry is part of our charter. Our process will reveal statistically important information that will help the TCA members drive excellence through their organizations. We are honored to have been selected as the partner for this significant initiative.”

Source: The Trucker

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CEO Drew Ryder highlighted the shortcomings of current fleet communication methods, predominantly text-based or phone calls, citing their inefficiency and potential distractions. Ten5’s voice platform eliminates these barriers, providing a streamlined communication experience for drivers.

“The main goal here was that we wanted to make it completely hands-free with no level of distraction so they’re not having to look down at the device and touch things,” Ryder said.

Accessible through an app on any Android device, such as a tablet with an ELD in the truck’s cab, the voice platform is activated with a simple “Hey Ten5” command, akin to popular voice assistants like Alexa or Siri. Drivers can then specify the message type – urgent, comment, or complaint – and articulate their message. The platform, detecting the completion of the message, replays it and seeks confirmation for sending.

Once a driver sends a message, it reaches the dispatcher or fleet manager, who can respond or forward it to relevant administrators like safety directors, maintenance managers, or HR personnel. Back-office staff can access the platform via a web browser, requiring only a computer with a microphone and speaker.

Addressing the challenge of managing large groups of drivers assigned to a single dispatcher, Ten5’s platform offers two fleet-initiated communication methods: direct messages to a single driver or broadcast messages to a group of drivers. This addresses communication gaps that can lead to safety and retention issues.

“If I’ve got 50 drivers and 10 of those all wanted something from me at the same time, they’re going to get frustrated because you can’t get to all 10 at the same time,” Ryder said.

The platform categorizes messages into urgent, comment, or complaint, enabling fleet managers to prioritize responses. It provides analytics on message types, recording reception times and issue resolution durations. Ryder emphasized the platform’s value in maintaining the chain of custody for messages, ensuring promises made to drivers are visible and facilitating better organization and access to conversations.

“That for us is a key metric in driver satisfaction and reducing frustration because from everything we’re seeing and hearing, the main reason drivers are leaving fleets is because they just don’t feel they’re being heard; if they have a concern, it’s not being acknowledged enough, and there’s no communication,” Ryder said. “If the driver has said something, and a promise was made to them, that’s all available for everyone to see, and now there’s less, ‘I forgot about that. I didn’t get to that’ because the platform enables managers to be more organized with better access to conversations.”

Beyond improving retention by fostering a sense of team inclusion and issue resolution, the platform enhances safety through its entirely hands-free design. Evidence suggests that frustrated drivers are less safe, exhibiting more aggressive behavior and reduced care for equipment and customer service. The platform’s broadcast communication method allows fleets to send mass messages on safety, fuel efficiency, traffic alerts, or company-wide bulletins. It also enables scheduled messages, surveys, and aggregated response reports.

“We humanize the connection with the driver and fleet management,” he said. “We believe voice is a critical method for communication because it’s very personal, particularly if it’s in the voice of a leader. We convey a lot more than just words with voice. There’s also emotion; people can pick up on nuances.”

Furthermore, Ten5’s platform aids in connecting fleets with new drivers, allowing back-office staff to send personalized or mass messages throughout the crucial first 90 days of employment. This proactive engagement helps reduce turnover, and drivers can respond to these messages.

Ryder highlighted the platform’s potential for expansion and evolution based on fleet feedback, emphasizing its capacity for deeper analysis of daily conversations.

“Our voice experience right now is pretty basic; it just messages back and forth,” he said. “To do some of that analysis that I referred to earlier, we’re essentially building this domain-specific large language model behind it with the idea being that whether you’re a driver or a back-office person, you can simply query that to get an answer to a question … and it just will allow faster access to information so they can make decisions.”

While planning aggressive product enhancements, Ten5 aims to stay within the communication and business intelligence segment of the trucking industry.

Source: Commercial Carrier Journal

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