Every September, National Truck Driver Appreciation Week (NTDAW) provides an opportunity for companies to pause and recognize the incredible contributions of professional truck drivers.

For HR teams, this week is a chance to strengthen company culture, boost morale, and show genuine gratitude to the employees who keep the organization moving forward.

With more than 3.5 million professional truck drivers in the United States moving over 70% of the nation’s freight, the impact of drivers on businesses and communities is undeniable.

By thoughtfully celebrating Truck Driver Appreciation Week, HR leaders can foster loyalty, improve retention, and demonstrate their company’s commitment to valuing every employee’s role.

What Is Truck Driver Appreciation Week?

National Truck Driver Appreciation Week, organized annually by the American Trucking Associations (ATA), is a nationwide event dedicated to honoring truck drivers. This year, the celebration takes place in September and highlights the essential work drivers perform in transporting goods safely and efficiently across the country.

For HR departments, NTDAW is a structured opportunity to implement employee recognition initiatives, organize engagement activities, and share messages of gratitude with both employees and the public. It’s a moment to connect company leadership, HR teams, and drivers in a way that makes employees feel truly seen and valued.

Why Celebrating Truck Drivers Is Critical for HR Success

Truck drivers face unique challenges: long hours away from home, unpredictable schedules, and the responsibility of navigating complex routes safely. These demands can lead to fatigue, isolation, and in some cases, high turnover rates. That’s where HR can play a powerful role.

By using Truck Driver Appreciation Week as a platform for recognition, HR teams can:

• Boost Retention: Employees who feel appreciated are far more likely to stay with a company long-term.

• Enhance Engagement: Recognition activities help drivers feel connected to the company culture.

• Support Employer Branding: Public celebrations and social media campaigns demonstrate that your company values its workforce, helping attract new talent.

• Strengthen Well-Being: Initiatives that show care for drivers’ health, safety, and personal lives build trust and goodwill.

How HR Teams Can Celebrate Truck Driver Appreciation Week

1. Plan Recognition Events That Put Drivers First

Truck drivers are the people behind the wheel who keep America moving by ensuring essential goods, from food to medicine, reach customers on time.

During Truck Driver Appreciation Week, HR teams can organize events that provide both celebration and connection.

In addition to cookouts, catered meals, and family-friendly gatherings, consider:

• Mobile appreciation stops: Set up appreciation tents at rest areas or terminals with coffee, breakfast, and care packages.

• Wellness days: Partner with local providers to offer health screenings, flu shots, and fitness resources right at distribution centers.

• Driver rodeos or contests: Celebrate professional skills with friendly competitions such as backing maneuvers or safety challenges.

• Virtual appreciation events: For remote or regional drivers, host online recognition ceremonies and livestream messages from leadership.

• “Day in the Life” experiences: Invite office staff or leadership to ride along with a driver for part of a route, creating empathy and stronger workplace connection.

2. Provide Personalized Appreciation Gifts

Gifts are more meaningful when they recognize the realities of a driver’s daily lives. Beyond branded apparel, gift cards, and wellness kits, HR teams could provide:

• Upgraded travel gear: Seat cushions, portable coolers, or heated blankets for the road.

• Technology perks: Headsets, GPS upgrades, or subscriptions to audiobooks and entertainment apps.

• Family-focused gifts: Movie tickets, family meal vouchers, or care packages for loved ones waiting at home.

• Recognition certificates: Customized “Thank You for Keeping America Moving” awards signed by leadership.

• Security essentials: Emergency roadside kits, flashlights, or reflective gear to ensure safety and security on long routes.

These thoughtful touches not only show gratitude but also reinforce the message that drivers are central to the economy and the completion of daily business operations.

3. Highlight Drivers on Internal and External Platforms

Truck drivers deliver essential goods that impact our daily lives, yet their work often goes unnoticed. HR teams can use communication channels to bring their stories to light:

• Employee video series: Capture short interviews where drivers share why they love the job, how they’ve helped deliver food, medicine, or critical supplies, and their proudest moments.

• Social media campaigns: Dedicate a week of posts spotlighting drivers with hashtags like #ThankATrucker or #NTDAW. Include customer stories about how drivers make a difference.

• Company website features: Create a dedicated Truck Driver Appreciation Week page highlighting driver stories, photos, and quotes. This also improves SEO visibility and enhances employer branding.

• Recognition walls: At terminals or headquarters, create a visual display showcasing driver photos, milestones, and years of service.

These platforms not only celebrate drivers but also connect them to the broader company mission and customers they serve.

4. Offer Professional Growth Opportunities

While gifts and events are impactful, long-term growth opportunities show deeper appreciation. HR teams can use Truck Driver Appreciation Week to launch initiatives that support ongoing career development and well-being:

• Certification programs: Offer to cover costs for endorsements like HazMat, tanker, or doubles/triples.

• Safety & security training: Provide access to advanced training programs to strengthen road safety and ensure verification successful waiting on compliance standards.

• Financial wellness workshops: Cover topics like retirement planning, debt reduction, and family financial security.

• Mental health resources: Partner with providers to deliver counseling services, stress management tools, or meditation app subscriptions.

• Career pathways: Develop structured programs that allow drivers to move into training, mentoring, or leadership roles within the company.

These investments not only help drivers but also ensure the company continues delivering essential goods reliably while supporting the broader economy.

5. Involve Leadership in the Recognition

A powerful way to celebrate is by making sure appreciation comes directly from the top. Leadership participation demonstrates that valuing drivers isn’t just an HR initiative but a companywide priority. Ideas include:

• CEO ride-alongs: Have executives spend part of a day with drivers to see firsthand the dedication required to keep America moving.

• Personal thank-you calls: Managers or executives can reach out directly to drivers to thank them for completing difficult routes.

• On-site presence: Leadership can hand out meals, distribute gifts, and personally thank drivers at appreciation events.

• Public recognition: Publish an open letter of gratitude on the company website, social media, and newsletters acknowledging the sacrifices drivers make to deliver essential goods across America.

When leadership visibly shows gratitude, it builds trust, reinforces connection, and proves that recognition is woven into the company’s culture.

Turning Appreciation Into Lasting Engagement

Truck Driver Appreciation Week is more than a once-a-year event; it’s a catalyst for building lasting connections between HR teams, leadership, and the professional drivers who power America’s economy.

By creating thoughtful recognition initiatives, HR professionals can not only honor drivers for the essential goods they deliver but also foster a culture of respect, retention, and engagement that impacts your workforce year-round.

For HR leaders, the key is simple: when drivers feel valued, companies thrive. This September, take the time to make your truck drivers the center of attention, because without them, none of us would get where we need to go.

How Double Nickel Helps HR Teams Go Beyond Appreciation

At Double Nickel, we believe recognition shouldn’t stop when Truck Driver Appreciation Week ends. Our all-in-one driver recruiting and compliance platform helps HR teams and fleets keep their drivers supported and their trucks on the road.

With Double Nickel, you can:

• Transform driver recruiting – Hire qualified drivers faster and say goodbye to idle trucks.

• Reduce cost to hire – Increase lead-to-application conversion while lowering ad spend.

• Improve efficiency – Save 10+ hours per user every week by automating repetitive tasks.

• Stay compliant – Centralize background checks, MVRs, PSPs, and DQ file management in one secure platform.

Our customers, trusted fleets across America, have seen:

• 80% lead contact rates with our AI Virtual Recruiter.

• 20% lower cost to hire through smarter conversions.

• Instant driver engagement with calls, texts, and emails automated from one Driver Communication Hub.

“It’s like we’ve worked with y’all for years — instantly.”
— Suzanne London, Panhandle Express

Double Nickel is more than software; it’s a complete solution that ensures compliance, accelerates recruiting, and strengthens your connection with drivers, keeping America moving safely and efficiently.

Ready to take your recruiting and retention strategy beyond Truck Driver Appreciation Week?
👉 Book a Demo today and see how Double Nickel can transform your driver hiring and compliance process.