Can a Fleet of Many Colors Help Recruit and Retain Drivers?
Plastic Express’s fleet is so colorful it’s been nicknamed the “jelly bean” fleet — but its trucks are well known in the regions it runs. Photo: Plastic Express
“>
Plastic Express’s fleet is so colorful it’s been nicknamed the “jelly bean” fleet — but its trucks are well known in the regions it runs. Photo: Plastic Express
“>
In the quest to attract and retain drivers, these three trucking companies have found that a fleet of colorful tractors is one stepping stone on the path to success.
The rainbow of different-colored trucks at Plastic Express, a Southern California-based for-hire carrier and packager of bulk plastic resin, have been called the “jelly bean” fleet, says Tom McKellar, vice president of transportation and terminals.
“We’re fortunate in the West we have equipment that people are enamored with, and they like the idea of seeing themselves driving something shiny and colorful.”
At one time, McKellar was a salesman at the Peterbilt dealership that sold Plastic Express trucks. “They said it was because we can remember colors better than numbers, but the truth is it gives the drivers a sense of ownership. They take care of trucks. They’re all individuals, and we have to recognize that.”
Although the company today is 100% Freightliner rather than Petes, the colorful trucks are still one of its hallmarks.
It’s just one small piece of a driver-focused operation. It starts out by hiring drivers who are professional and safe (including having to submit a resume via Indeed.com), and continues with an extensive onboarding and driver training and mentoring process, a guaranteed minimum salary, generous health insurance benefits, and ongoing respect, communication, and recognition.
They might not be quite as colorful as Plastic Express’s “jelly beans,” but Wisconsin-based Halvor Lines started adding black and silver Volvo sleeper trucks this past year. “We’ve always had white or yellow trucks, and this year we added black and silver,” explains Debbie Landry, director of driver services. “A lot of drivers have a specific request for a certain …Read the rest of this story
