Driver turnover is still one of the biggest challenges facing fleets in 2025. In fact truckload carriers report turnover rates as high as 94% and during the 2021 driver shortage, UK haulage companies introduced retention bonuses to attract and keep drivers.

The industry is investing heavily in safety-focused tools, but at Samsara, we’ve always been driver-first. Everything we build centres around driver engagement and experience. That’s why our customers, such as DHL and Home Depot, have seen dramatic improvements in safety and retention.

Now, we’re taking that commitment even further with Recognition, our latest innovation to help fleets celebrate great driving and build stronger driver relationships.

Introducing Recognition

Samsara’s new Recognition capability was designed with the driver experience in mind. It helps safety teams celebrate safe, compliant and fuel-efficient driving without adding any extra admin work. By surfacing the right moments to recognise progress and positive trends, it builds stronger relationships between drivers and managers and reinforces the fact that safe behaviour doesn’t go unnoticed.

Backed by real-time data and AI-powered insights, Recognition empowers managers to create a safety-first culture that drivers want to be part of, without adding more to their to-do list.

The results speak for themselves

Samsara has helped:

• DHL cut accident costs by 50%

• Home Depot reduce claims by 65%

• Lanes Group decreased mobile phone usage by 92% in seven months

And fleets such as DHL and AWP Safety have seen 50% drops in turnover by creating more positive safety cultures.

“By focusing on positive reinforcement through Samsara, we've seen a significant boost in driver morale. Rewarding safe behaviours motivates our team and fosters a stronger safety culture where good practices are celebrated." - Amber Kirkby, Fleet Systems Team Leader, Lanes Group.

Recognise the moments that matter

With Recognition, Samsara gives fleets automated, real-time tools to celebrate performance across:

• Safety: Safe speed, focused driving

• Compliance: Driving adherence (tachograph compliance, no violations)

• Efficiency: Fuel-friendly behaviours such as low idling

You can recognise three key performance milestones:

• Streaks – Acknowledge consistent safe driving over time

• Milestones – Celebrate when streaks hit your set thresholds

• Most Improved – Encourage progress and growth over perfection

Recognition is visible directly in the Samsara Driver App, giving drivers real-time feedback on how they’re doing and what’s next.

Engage drivers, reduce risk, save time

Recognition is built to scale engagement without creating extra work. Here’s how it helps your teams do more, with less:

Automated recognition

The system sends badges and updates as drivers hit key goals; no manual tracking needed. That means less admin work for managers and more consistency across your fleet.

Personalised messages

Coaches can add custom kudos, strengthening relationships and reinforcing the specific behaviours that reduce risk. Recognition feels personal, timely and credible.

Real-time insights

Dashboards for managers and in-app views for drivers provide shared visibility into streaks, milestones and progress. Drivers stay motivated, and safety teams get actionable insights fast.

One platform, zero extra effort

Unlike other recognition tools, Samsara’s Recognition is:

• Built-in and fully automated

• Powered by real-time driver behaviour data

• Visible in the same platform you already use

No add-ons. No integrations. Just better visibility, better recognition and better results.

Drivers deserve technology that works for them

At Samsara, we’re focused on building tools that drivers actually want to use. From intuitive apps to in-cab insights, we’re hearing directly from drivers that Samsara helps them feel more confident, more informed and more supported on the road.

Recognition is the latest example of that driver-first commitment, giving drivers visibility into their performance, reinforcing safe habits and helping them feel more connected to their team and their work.

Don’t just take our word for it; see what real drivers are saying about Samsara.

Why it matters

Research shows that well-recognised employees are 45% less likely to leave their jobs and companies with high engagement see 48% fewer safety incidents.

Recognition helps you drive that kind of impact by celebrating safe behaviour, boosting morale and creating a culture where drivers feel seen and supported.

Because, although addressing risk is critical, recognising great performance is what keeps your best drivers engaged and on the road.

Recognise and reward safe driving; boost morale, improve engagement and build a culture of safety.