Driver Onboarding Guide
Getting drivers on board with dash cams
In-cab safety cameras are becoming a must-have for commercial fleets. Dash cam technology has transformed fleet safety programs with its reaping benefits. The documentation provided makes them so valuable; you can improve road safety by capturing critical events, prevent distracted driving, exonerate drivers and more. And with so many benefits, The National Transportation Safety Board states that dash cams on commercial vehicles are now one of the most wanted road safety upgrades.
However, a top concern for fleet safety managers is addressing driver pushback around installing in-cab cameras. Most drivers understandably feel that this would be a “big-brother” scenario – a major invasion of privacy. Especially with the current driver shortage, this can be a major roadblock and reason to delay the use of cameras.
The good news is that nearly all drivers come around to acceptance. Based on real-world cases, we’ve outlined some best practices to get drivers on board.
Overcome feelings of discomfort by being transparent and collaborative—explain why you are installing in-cab cameras. Share your company’s goals and guidelines, so drivers understand the need for change.
Focus on sharing the targets dash cams will help your organization accomplish. Broad goals may be improved CSA scores, decreased unsafe events, and lower insurance premiums.
"The key to getting your drivers and managers on board with video telematics is to just be open and transparent throughout the process. Let them know why you’re implementing the technology, and what the benefits are for them. And there are benefits! A safety program based on telematics with video and the objectivity of machine vision is much more fair than the old way of doing things.”
Randy Sheltra
EVP Risk Management at Loomis
Communicate how the technology works and what the drivers can expect. Doing so, will set a foundation for success.
Explain how events are predicted and detected, who has access to the footage, how long videos are stored, etc. If you will be using an advanced AI-enabled camera, where footage will be reviewed by computers – not humans – let them know; they may find computers more acceptable than having humans make judgments about their driving.
“The AI technology really helps the drivers buy in as a whole because having humans decide whether or not they’re doing something right is [unappealing]. At first that was 50-50% but now as they see their behaviors change their score, the buy-in increases each week.”
Karen Smerchek
President at Veriha Trucking
Be collaborative. Ask for driver feedback via a survey or a one-on-one conversation. You may adjust your rollout based on their concerns; for example, they may be amenable to outward-facing cameras, but not inward-facing cameras.
What’s in it for them? In addition to a decreased chance of a major accident and exoneration in the case of a non-fault accident, driving for a safer fleet will ultimately help their career. And lower insurance premiums may encourage some fleets to o er be er compensation. What is good for the company is good for the driver.
“When the drivers saw we were using [the cameras] in a positive manner, they embraced it very quickly. When they realize what we’re doing is trying to enhance them as a driver, and protect them and their safety, it’s really a little bit of a game changer.”
John Elliott
CEO at LoadOne
Many drivers are used to legacy cameras that focus on brake or G-force triggered events. The problem with this is that managers don’t get the full picture – only the “bad” driving. Advanced AI-based cameras capture and analyze the entire driving day, enabling managers to confidently recognize all the good driving – which comprises most of the drive time.
A performance report that is based on a balance of positive driving behavior and constructive feedback will encourage drivers to perform better.
“My drivers and I appreciate that Driver.i captures both positive and negative driving. They feel it’s fair because it’s seeing the good driving, too. And I appreciate knowing who is doing a good job and who needs extra attention so I can spend time coaching in the right places.”
Stephenie Barnes
Director of Fleet Operations at G&J Pepsi-Cola Bottlers, Inc.
We all have a competitive streak, so use it to your advantage. Companies that use gamification features have seen an average of 60% increase in employee engagement, and 72% of people say gamification makes them work harder.
Gamification can be as simple as allowing drivers to see their score rank compared to their peers and the fleet average. By applying gamification to fleet safety, you reward positive behavior, motivate teams, celebrate success, and give drivers a sense of control. All of that together - happier drivers, positive driving behavior - leads to higher productivity.
"The cameras were a big taboo at first, but when they realized the gamification, they started having fun with it. All the guys are on their apps competing with one another, just for bragging rights. They realize now that the cameras are there to help them. All in all the drivers are happy with the cameras.”
Holly Amboyer
HSE Coordinator at Barnhart Transportation
Remind drivers that most offices have cameras in them, including yours (if that’s the case). When the key is on, it’s their office; when the key is off, it’s their home.
Position cameras as a wingman, not a watchdog. They are there to protect them and to help them stay at the top of their game.
“Our approach is we understand the job you go a do every day. We want to do everything we can to make it simpler for you. We want to do everything we can to make it safer for you and part of that is the camera systems. With this we are saying we know what you go through every day. We want to help protect you. We want to help you understand what you’re facing every day. And help you understand how well you’re doing, if you’ve got an area that you think you want to improve on, we can set it up and score it for you.”
Dave Besterfeldt
Vice President Midwest Operations at Altom Transport.
Self-awareness is the first step for any personal shift. Bring the drivers into your office to watch their own videos. Often, they don’t recognize their own driving, and seeing it for themselves is the catalyst for a big shift in behavior change.
“We had a driver with severe following distance alerts; his driver score was 550 (out of 1,000), which is pre y bad. I brought him into the o ce to show him some videos. It made me uncomfortable watching the videos; I was hi ing the brake pedal under my desk. Within 2 weeks he jumped that score from 550 to 750, and he has stayed in that range.”
Ryan Merwin
Safety Manager at ALTL
Give drivers visibility to their own performance metrics so they can manage their progress. Let them have control over their career. Not only will this save managers time, but it will give them a sense of autonomy and control of their career. And happy drivers are good for a fleet’s bottom line.
“I had an owner-operator that was upset about getting a camera – that I was going to be on him to change this or change that. I said, ‘Download the app and pay attention to it, and you’ll never hear from me. I know the type of driver you are. Just pay attention to what it’s telling you, correct it, and we’ll move on.’ Three weeks later, he comes walking into my office and says, ‘You know, I’m still not happy about a camera in my truck, but that app basically told me I was becoming complacent, and this has made me a professional driver again.’ So that’s a big impact statement from that particular driver.”
Lucas Mowrey
Safety Director at Grand Island Express.
Roll the program out slowly and be patient during the adjustment period. Do a trial; give people 30 days to get used to the cameras, and then reassess. You may choose one group of drivers to start with, such as those who have had consecutive incidents. Or one feature at a time – start with exterior cameras only for a few months, then move to inward cameras, then implement driver self-coaching, then manager coaching.
Also, choose one or two driving goals to focus on at a time, so people don’t get overwhelmed. Pick your top area of concern and work on it until you reach the set goal. For example, focus only on speeding until it is under control; then add on following distance; and so forth.
"We got key drivers on board first. They were the ones that tested the product, and they were able to speak about it as we it rolled out. We really studied it and made sure it worked. One of the a ributes of the Netradyne is that they have the Driver•i app that really got drivers on board fast."
Greg Hendricks
Vice President of Compliance & Operations at Salt Lake Express
Especially in the case of owner-operators, the drivers may have the final say on what goes in their cab. Make a big deal out of the camera and driver app installation. Hold a “safety week” and give out cash and prizes for participation. O er bonuses for those that agree to the installation.
Example:
Bryan Truck Line had success with their “Safety Positivity Campaign” which included the following elements:
Reward those who show the most improvement over a time period or most improved for a particular alert, even if they are not meeting the goal score.
This will boost morale and encourage improvement across all levels of drivers. Attach incentives to the scores, rewarding drivers with bonuses, swag, gift cards, paid time off, etc. Most fleets find that even a nominal reward works wonders.
“You’ll have the bottom 10-20% of drivers, and you really want to encourage them to meet the fleet goal score. We recognize the lower-scoring drivers that have a great week, a peak in scoring, or proactive driving moves.”
Shannon Branch
Director of Compliance and HR at Petroleum Transport
Fleet drivers are NOT at fault in 80 percent of collisions, and dash cams provide that proof. Installing this type of hardware can exonerate drivers, providing evidence in case of an accident, saving fleets thousands of dollars in wrongful liability claims and time spent in litigation. Share exoneration videos and stories in group meetings, via email, on the TV in the driver’s lounge, or wherever you communicate with your team.
“Exonerations go a long way. When a driver has a not-at-fault incident, we share it in our safety meetings, and it helps with the driver buy-in. The cameras actually become a retention tool.”
Amanda Gallegos
Director of Risk Management at Stewart Transport Inc.
There is a level of discomfort with any change, especially when it involves a perceived invasion of privacy. In the case of cameras, careful planning and thoughtful communication can make all the difference.
“Our approach was always that we’re protecting the drivers. These drivers are out there working hard, and they can be criminally prosecuted if they are doing it the wrong way. We tell them, ‘if you’re a good driver, then you shouldn’t be concerned.’ The cameras are another layer of protection for them.”
Rod Cooper
CEO at Classic Transportation & Warehousing.
Advanced AI-based video safety solutions like Netradyne’s Driver•i can help get your drivers on board with cameras by focusing on recognizing and rewarding good driving and empowering drivers to take charge of their own success. The driver scores and gamification become the foundation for a positive safety culture, more profit, be er driver retention, and ultimately a safer fleet.
Learn more about how Netradyne Driver•i will gain your drivers trust.
* Individual results and conditions may vary.
** Based on customer data.
† Netradyne must receive written approval to share client data.
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