The Truckload Carriers Association’s Retention Action Plan is the first structured education and mentorship program in the trucking industry to focus specifically on Retention. The program consists of 46 3-5 minute specific videos, and is divided into seven sections. The offering also includes a detailed manual/workbook that explains, in a granular manner, what is expected from participating companies and companies.


The program is modeled after Maslow’s Hierarchy of Needs , and is framed with two additional steps at each end, the first level is called “Building the Foundation of Change”, and the final level is called the “Circle of Success”. If the programmed is effectively utilized, it is designed with a  minimum reduction in turnover of 33% to 50% after the training is completed.


The training starts with a site visit from the TCA Retention Coach, which includes a one-day workshop/strategy session with designated change agents and the senior management team. It is supported by monthly coaching calls and reporting.


If your interested in pursuing learning more about this offer, please contact Ray Haight at [email protected]

To get a complimentary “TCA Retention Score”, click here to complete a short 360 survey.

Service offering

Seven Levels of Training each with an introductory video and additional series of three to five-minute videos describing the training elements, aiding the training is a training manual, with a call to action and explanations of outcomes.

Stage 1: Onsite Workshop

Before the beginning of training, the TCA TPP Retention Coach will spend one full day onsite at the carriers the main terminal. Morning of that day consists of introductions to key management staff and a review of the training process, how it works and the reporting requirements. The afternoon is spent working on strategic planning as it relates specifically to driver retention. During this exercise, critical elements will be revealed relating to short-term actions, or JDI’s, just do it’s, and longer-term objectives will be prioritized and planned for execution.

Stage 2: Formal Training Program

Section 1: The Groundwork   

  1. Ray Haight Personal Introduction
  2. Driver Retention Course Manual
  3. Dynamics of the Current Driver Population
  4. Commitment
  5. Retention & Measuring
  6. Entry Level Driver Training
  7. Our Rallying Cry – the Value Statement
  8. SWOT Analysis – What is it?
  9. SWOT Analysis Actions

Section 2: Physical Needs – Maslow’s 1st Level

  1. Impact on the Health of the Company and Drivers
  2. ROI and the Cost of Recruitment
  3. Setting Targets
  4. Driver Marketplace
  5. Safety & Sales Department Efficiency Improvements
  6. Orientation Program for New Drivers

Section 3: Safety Needs – Maslow’s 2nd Level   

  1. The Future for Entry Level Drivers
  2. SOPs and JDIs
  3. The Improvement Bell Curve
  4. Setting and Aligning Expectations
  5. Hiring Policy Review
  6. Driver Files – Old vs. New
  7. Performance Management & Review
  8. Equipment Maintenance & Safety
  9. Disciplinary Policy – What Happens When…..

Section 4: Social Needs – Maslow’s 3rd Level   

  1. Establish a Communications Action Team
  2. Communication, Communication, Communication
  3. How to Communicate with Stakeholders
  4. Create a Recruitment & Retention Action Team
  5. Driver Survey
  6. Measuring Turnover in Greater Detail
  7. Driver Survey: Results & Actions

Section 5: Esteem Needs – Maslow’s 4th Level   

  1. Recognition of Accomplishments
  2. Celebrations
  3. Driver Recruiting – by drivers
  4. Strategic Planning Review – Where the Dollars Fall Out
  5. Maintenance & Admin Department Efficiency Improvements
  6. Operations Department Efficiency Improvements
  7. The Perfect Driver
  8. Mentoring
  9. What does a Solid Mentoring Process Look Like?
  10. Counseling Support

Section 6: Self-Actualization – Maslow’s 5th Level   

  1. Career Path for Drivers
  2. Training for Drivers

Section 7: The Circle of Success   

  1. A Winning Culture
  2. The Circle of Success
  3. The Secret of it All: Building a Sense of Community

Stage 3: Monthly Coaching Calls

Once a month, the Retention Coach will touch base with individuals responsible for the reporting element of the project plan, referred to as “Change Agents.” Items discussed relate to how the company is progressing through the training, any roadblocks to proceed, and how management supporting the initiative. This is time for concerns and issues to be discussed, and for barriers to be dealt with. Guidance is offered, and a form is filled out documenting where things are at, beginning turnover numbers, and YTD numbers, and overall progress towards goals.