Two workers in bright safety jackets sit inside the cab of a semi truck and laugh.

Company culture plays a pivotal role in a motor carrier’s success. Culture impacts every facet of operations, from safety and compliance to hiring and retention. The term “culture” is sometimes described simply as “The way we do what we do,” and might be viewed as an undefined vibe permeating the walls of a company.
In reality, culture can be measured, and just like any safety initiative, if it can be measured, it can be improved. Below are several culture measurement techniques and action items. Consider using one or more of these to establish a baseline for your company’s culture and track your transformation.


A pulse check is simply a means of learning the current state of your company. You can use various techniques, such as emails, questionnaires, a suggestion box, etc., to gauge the pulse of the company. The goal is to capture a baseline and then track the company’s change over time. For example, using a five-point scale, one could ask employees about a specific topic like leadership’s support of safety initiatives. Using the average score as a baseline, determine a course to make improvements in this area, then take another pulse check to see if the scores improve.


Change does not occur overnight, and big ideas can fizzle quickly if a long-term strategy for change is not mapped out in advance. For this reason, before implementing any organizational change initiatives, establish key milestones to benchmark your progress. Even if you know the goal you are trying to achieve will take years to accomplish, setting milestones to track your progress along the way is great for keeping momentum and reinforcing the importance of the initiative.


Training is one method to introduce key elements of the company’s culture to employees. Before offering training, conduct a pre-training assessment to gather a baseline that establishes where employees currently stand. One example could be assessing employees’ knowledge of the company mission, vision, and values. Once the training on this subject is complete, conduct a post-training assessment to measure if knowledge improved.


Scorecards are a great visual to help employees understand the current state of any initiative. Regarding cultural transformation, providing a scorecard that shows the status of each stage of the process keeps the initiative front of mind with employees and can be a morale boost to show improvements are being made. Displaying the scorecards in departments, providing updates in emails, or even displaying results on the company intranet are creative ways to demonstrate the company’s progress.


  • Take a pulse check to learn how employees view the current company culture.
  • Define key milestones for the next initiative to transform your company’s culture.
  • Conduct culture awareness training and assess employee knowledge before and after the training.
  • Develop and display scorecards that show the progress of culture transformation initiatives.


As always, you can count on the commercial truck insurance professionals at The Daniel & Henry Company to assist you through challenging claims and all of our insurance, risk management, and safety issues. Contact us today to discuss solutions for your transportation risk management program.

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