How to Organize Driver Events to Improve Company Culture – Fleet Management


Creating employee events gives a company the opportunity to reinforce corporate values ​​and improve employee retention. (Photo: Prime Inc. Christmas Party 2021)

Photo: Prime


By investing in employee recognition or appreciation events for drivers and other internal staff, fleets create the opportunity to improve overall morale, reinforce organizational values, and ultimately improve employee retention, Prime Inc.’s Clayton Brown explained during a workshop at the Truckload Carriers Association’s Annual Convention in Las Vegas.

Brown is responsible for marketing, advertising, events and public relations at Prime. Managing a long list of employee events (including those for commercial truck drivers and maintenance technicians) at one of North America’s largest refrigerated, flatbed and tank trucking companies, Brown was able to develop best practices for creating events that he says have improved overall. fleet culture.

Here are three simple best practices to keep in mind when hosting a driver appreciation event in your fleet.

1. Mark each event.

All events, including employee picnics, awards ceremonies, birthday celebrations, etc., should be “branded” to make them recognizable, maximize attendance, and show their importance to the organization .


Prime Inc.'s Clayton Brown shared tips for hosting employee events during a workshop at the Truckload Carriers Association annual convention in Las Vegas.  - Photo: Vesna Brajkovic

Prime Inc.’s Clayton Brown shared tips for hosting employee events during a workshop at the Truckload Carriers Association annual convention in Las Vegas.

Photo: Vesna Brajkovic


At Prime, the company designs a unique logo for each of its many events. He advises fleets to do the same. Prime hosts events recognizing everything from Safe Driver milestones, to Most Efficient Technicians, to events celebrating women in trucking.

2. Include one plus one.

Brown says every invitation to an event should be directed to the family/spouse/partner of the driver/employee. Not only will the family have the chance to understand and recognize their loved one’s contributions to the trucking industry, but by involving the family, the company’s presence is solidified in their lives, creating another barrier to attrition. . When the family is invested, the driver is too.

3. Invest in experience.

When hosting a branded event, fleets should take the opportunity to tie the presentation of some sort of award or recognition to an employee or group of employees. It engages employees and keeps people engaged.

Brown says the most successful events emphasize food, include an open bar, play music during “quiet times,” and have an overall theme/brand.

This year, Prime Inc. was inducted into the Hall of Fame for Best Fleets to Drive. The Hall of Fame recognizes fleets that have made the list of the top 20 fleets to drive for for 10 consecutive years, or seven years plus an overall award.