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DRIVER RECRUITMENT PUT DRIVER RETENTION AT THE HEART


In light of the recent DfT statistics revealing the devastating loss of drivers from the trade UK-wide, it is now, more than ever, important to be able to not only recruit but also retain drivers.


This guide, compiled by iCabbi, will give you the factors to consider to attract drivers who will become an asset to your business and to make them feel secure and therefore remain working for you. This in turn will help your business grow in reputation and profitability.


Are you struggling to recruit taxi drivers post-Covid? If so, don’t worry, you’re not alone. Taxi drivers are not returning to work as quickly as the economy is picking up. The result is that while (thankfully) passenger demand is increasing, you may not always have enough supply to meet it.


So how can you get more drivers working for your fleet?


Driver recruitment starts with driver retention. If you treat your drivers well then they’ll do the recruiting for you! As you know, drivers often move around between firms. They move because they’re unhappy working for one company, for whatever reason, and they hear that working for the company down the road is better. Drivers talk.


So, you want to be on the good side of that talk! You want your drivers to be happy so that other drivers want a bit of what they have and are enticed to come over to your firm.


Investing in driver retention is therefore an investment in driver recruitment and growth. Here are some areas to think about. Can you improve on or try any of these?


BE KIND AND DECENT


• Treat drivers with respect and dignity. It costs nothing to be friendly and polite.


MAKE THEIR JOB AS EASY AS POSSIBLE


• Show your drivers you care by supporting them with driver safety initiatives. Let them know what proactive measures you take to protect them, for example, black- listing passengers who have threatened drivers.


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• Use reliable technology, with no down time, that makes it as easy as possible for drivers to accept and complete bookings.


SEPTEMBER 2021


Do you advise on or subsidise driver panic buttons? What did you do for your drivers during Covid, and how will you continue to support them now?


• Be transparent about how you dispatch your jobs to drivers. Complaints about dispatch bias or ‘bending the book’ are common. Head these off by explaining how you dispatch a certain way and why.


HELP THEM EARN


• Give them work. This might sound like a stupid point but it’s important to have enough work to keep all your drivers satisfied. If they find they are constantly waiting around for jobs then they’re likely to look to other companies whose work is more plentiful. It’s a balancing act really. Be sure not to recruit too many new drivers at a time unless you’re confident you have enough passenger demand to carry the increased fleet size - otherwise you’ll find the investment you put into your recruitment campaign is lost by drivers leaking out of the business at the same rate as they are coming in.


• Offer flexible terms that are fairly reflected in your driver rent charges.


• Help drivers optimise their earnings by giving them insights about when is a good time to work, and in what zones. Insights about the earnings they could have made, but gave up by rejecting a job, also helps drivers to better understand and optimise their earning potential.


• Make sure drivers can still get tips! Cash is on the way out, as you know, which means less ‘keep the change’ for your drivers. Set tipping up on your passenger app and help nudge people in the right direction with a default tip.


• And once they’ve earned their money, give it to them! Enable simple and frequent driver payment mechanisms.


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