Well, I believe that people are trying to turn into a better version of themselves. In this industry there are so many opportunities for veterans and all kind of job openings! There are so many companies that hire felons! Even felons get a second chance!
The trucking salary is not bad either, but when you incentivize company truck drivers, you give them encouragement to do more.
By recognizing truck drivers’ good behavior and by recognizing their effort on some of the most dangerous roads, you are not just finding the way to incentivize company truck drivers; you are finding the way to bring the best out of them!
And that by itself will benefit you and your company as well. They will want to stay and work with/for you, because after all who will run away from goodies?