How Culture Becomes a Driver’s Reason to Stay with Kameel Gaines, Rig on Wheels

Is your recruiting strategy actually helping you retain drivers? Kameel Gaines, Founder of Rig On Wheels, joins Chelsea Faulkner of HandledNow for a conversation that cuts through the noise. With 15 years of industry experience, Kameel unpacks the real reasons drivers leave, what fleets are getting wrong about culture, and why marketing might be the missing link in your retention efforts. She shares how outdated mindsets are holding companies back, what it looks like when accountability and respect go hand in hand, and how fleets can rebuild trust by simply being honest about who they are and who they’re for. In this episode, you’ll hear about: Why culture must come before recruiting How social media has replaced the CB radio What it takes to rebrand trucking from the inside out Resources: Kameel Gaines's LinkedIn Rig On Wheels Website HandledNow Website HandledNow on Facebook Chelsea on LinkedIn Episode Highlights: (00:00) Intro (01:20) Kameel’s journey from sales to launching Rig on Wheels (04:33) How marketing missteps create recruiting problems (06:20) Why company culture has to come before hiring (08:20) The impact of generational shifts on the driver pipeline (10:38) Holding drivers accountable while building respect (14:34) Why fleets must meet drivers where they are on social media (24:24) Retention starts with knowing who you are as a company (28:19) Rebuilding trust with drivers who feel unheard