A lack of qualified commercial truck driver applicants remains the top recruiting challenge for motor carriers in a new survey, but the freight economy and “uncommitted” driver applicants are cited as challenges by more than half the respondents.

Those are among the findings of the 2025 Carrier Survey from Conversion Interactive Agency, a truck driver recruitment technology and marketing agency, in partnership with employee feedback firm PDA (People. Data. Analytics).

This national survey of carriers across the trucking industry provides insights into the priorities, concerns, and strategic shifts fleets are making in today’s evolving driver market. according to a news release from the two companies.

The survey explores fleets’ top recruiting and retention challenges, including economic uncertainty, rising turnover, and evolving driver expectations and intent. 

Uncommitted Driver Applicants

One of the survey’s most significant findings is the rise of “uncommitted” applicants in the recruiting pipeline, the release noted.

Over 54% of carriers reported that a flood of drivers with no genuine intent to work is wasting recruiter time and impacting hiring efficiency. 

According to the survey report, carriers are seeing an increase in “not interested” drivers in their pipelines, generated by easy-to-apply recruitment marketing platforms that don’t require or encourage genuine intent from drivers to apply.

The Freight Recession

54.5% of carriers cited the freight economy as their top concern in the survey.

When asked about the impact of the reciprocal tariffs announced in April, nearly 44% reported that they had seen an impact on freight volume. However, nearly 35% said they have not seen any impact.

The Conversion/PDA report points out that, depending on the sector, tariffs may or may not impact your carrier.

“Communicating with drivers about how tariffs are affecting your carrier is crucial to your communication and driver retention strategy,” says a key takeaway from the report.

Driver Turnover: If It’s Bad Now, it Will Get Worse

Nearly half also identified driver turnover as a major issue, despite the current freight recession.

Nearly 33% of carriers report that their driver turnover has increased over the past year, according to the report.

While the majority of carriers have seen turnover remain the same or decrease, recent PDA data is beginning to show an industry-wide increase in turnover.

“As the economy improves, turnover is likely to rise. Turnover typically declines during a freight recession, so if your turnover is higher now, prepare for further challenges,” the companies noted as a key takeaway in the report.

“This survey data reinforces that volume is no longer the goal,” said Brian Johnston, president of Conversion Interactive Agency.

“It's about connecting faster with the right drivers and using technology and strategy to improve lead quality and reduce uninterested drivers in the pipeline.”

Does Your Fleet Have a Driver Retention Program?

The survey also revealed that 38% of motor carriers still do not have a formal driver retention program in place.  

“Retention starts before the driver is seated and continues long after orientation,” said Scott Dismuke, VP of operations at PDA, in a news release. 

“Carriers need to stay engaged, provide early support, and use data to identify which drivers may be at risk of leaving. If you’re not reaching out to your drivers, another recruiter is.”

In the companies’ Spring 2025 Driver Survey, 91% of drivers reported being contacted at least once a week by recruiters from other carriers.

Cautious Optimism Looking Ahead

Despite current challenges, carriers remain cautiously optimistic, according to the survey.

More than 67% of fleets expect to grow in the next 12 months, the majority of those expecting to grow “slightly.”

Nearly half predict a slight increase in freight rates. About the same percentage believe rates will remain the same, decrease, or aren’t sure.

However, only 29% of carriers say they plan to raise driver pay in the near future, despite continued inflation and consistent feedback from drivers that predictable compensation is a top concern.

In the companies’ Spring 2025 Driver Survey, 50.6% of drivers reported they have not received a pay raise in the past two years, despite the rise in inflation.