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Driver Appreciation Week 2025: Why Honoring CDL Drivers Matters More Than Ever

Driver Appreciation Week - CDLLife

Every September, the trucking industry pauses to honor the men and women behind the wheel during National Truck Driver Appreciation Week (NTDAW). For carriers, this isn’t just a tradition. It’s a strategic opportunity to put people first, boost driver morale, and build lasting loyalty in an industry where retention and recruiting remain daily challenges.

As leaders, from recruiting directors to CEOs, recognizing drivers isn’t only about goodwill. It’s about protecting your company’s most valuable asset: the drivers who keep freight moving.

Why Driver Appreciation Week Matters for Business Leaders

1. Drivers Are the Backbone of Your Bottom Line

Without drivers, there’s no freight movement, no revenue, no growth. Honoring them is an investment in employee engagement and retention, which directly impacts operating costs.

2. Recruiting is Tough. Retention is Tougher

Replacing a driver costs carriers on average $11,000–$13,000 per driver, depending on fleet size and haul type. Meanwhile, long-haul carriers report annual turnover rates of 90–94%, making appreciation and recognition not just nice to have, but essential to reducing churn and protecting profitability.

3. A “People First” Culture Pays Off

For CFOs and CEOs, prioritizing drivers isn’t just HR fluff. It drives measurable ROI. Companies that invest in recognition see higher retention rates, lower recruiting costs, and stronger performance across their fleet. With CDLConnect, leaders can design AI-powered driver journeys that personalize communication and show drivers they’re more than just a number.

Ways to Show Appreciation

  • Personalized Recognition: Handwritten notes from leadership, not just generic emails.

  • Public Acknowledgment: Highlight driver stories on your website, social channels, and internal newsletters.

  • Meaningful Perks: From gift cards to extra time off, focus on rewards that matter.

  • Leadership Visibility: CEOs and executives showing up at terminals or ride-alongs send a powerful message.

  • Ongoing Commitment: Appreciation should not be limited to one week. Build recognition into your year-round culture.

The Bigger Picture: Turning Appreciation Into Strategy

Driver Appreciation Week is a reminder that every decision at the executive level, from recruiting strategies to financial planning,  impacts the daily lives of drivers. When leaders put people first, they don’t just honor a week on the calendar. They create a sustainable culture where drivers feel valued, recruiters can succeed, and the business thrives.

A Call to Action for Industry Leaders

As we celebrate Driver Appreciation Week 2025, the challenge is clear: don’t let recognition stop at words.

For recruiting directors, CFOs, CEOs, and other decision-makers, this is a moment to set the tone for the months ahead. Show your drivers that appreciation is more than a week-long campaign. It’s a core part of your company’s values.

If you’re ready to take the next step toward building a driver-first culture, explore how CDLConnect can help your team recruit smarter, retain longer, and recognize drivers in meaningful ways.

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