Recent employee satisfaction surveys increasingly show younger generations are less driven by job security and remuneration, although both are important considerations. Instead, they are more driven by job satisfaction and the culture of the business employing them. This is especially so for highly skilled employees who are very sought after in the current labour market. Competition from other industries and employers for these talented individuals is ramping up.

Our industry has a reputation for long hours, time away from home and a maledominated image that is not particularly welcoming for women. Younger people looking at trucking as a career choice are being put off by the perception of an unhealthy lifestyle. The cost of licencing and training is also discouraging potential candidates.

One good test of this perception is to ask your own family and friends, “Would you like your children to work in the trucking industry?” As an industry, it‘s time we gave this image a makeover. As an individual business within the trucking industry, you can‘t change the entire industry‘s image, but what you can do can certainly help the collective.

Your business culture is your brand; it drives the public perception of your operation.

Every business has a culture – unfortunately, not all are great. For many, culture reflects a lack of management skills, poor decision-making, poor planning, a lack of employee engagement, and acceptance of poor behaviours. Your business culture is the personality of your company. It defines the environment in which employees work, and customers interact.

Successful businesses have developed high-performance cultures through planning, engagement and sharing a common mission and vision with their teams. Employees are loyal to your business culture, not to your business strategy.

Business culture is also important to employers because employees who fit in with it are likely to be happier and more productive. When an employee fits with the culture, they are also likely to want to work for that company longer. Thus, employers can improve productivity and employee retention.

Building a strong team that is focussed on collaboration is a key element. Teams that take ownership of their contributions and how they work together will have a strong, shared vision and will continuously search for ways to improve. Building a great business culture can become your business‘ competitive advantage.

To be a successful business in today‘s ultra-competitive environment, you need a great team behind you to achieve your goals. A team that is efficient, productive, and working to a common goal, where everyone enjoys their job, does not just happen by accident. It requires effective leadership on your part – led by your example. You need to define your business vision and purpose clearly. Show employees that the success of the business depends on them and will benefit them as individuals.

If you do not know how to put a successful plan in place, seek professional advice and/or mentoring. It is up to you to provide your team with the inspiration.

If you want the best employees, you also need to be prepared to pay a premium, provide a lifestyle balance, offer training and a career plan, and sell them your positive business culture to attract them in the first place.

You need to provide your employees with the skills and knowledge to perform at their best. As a trucking operator, you will be quick to invest in your equipment, but do not forget to invest in your most important asset – the people who work for you. This is the face of your business, and you will be judged by it.

Give your staff some flexibility to achieve the goals that you have set. Encourage them to analyse what works, what doesn‘t, and make suggestions for improvements based on their experiences. When they can see that you have listened and have implemented some of their ideas, they will be encouraged to participate further.

To keep your employees engaged, it is essential to provide them with feedback. They need to know how they are going against the business goals; celebrate their successes. Show them what is working and what is not. Highlight people who have been pivotal to the company‘s success.