Compliance Doesn’t Equal Safety

Jeff McKinney is the Vice President of Safety at The GTI Group, a company revolutionizing the future of freight by delivering comprehensive, end-to-end logistics solutions. With over 30 years of experience in the trucking industry, Jeff has been instrumental in enhancing safety protocols and significantly reducing accident frequencies. His leadership and commitment to safety were recognized when he was named the Truckload Carriers Association’s 2024 Safety Professional of the Year. Jeff’s career began as a professional driver, and he has since held various roles, including Director of Safety & Operations at General Logistics, before joining Jetco Delivery in 2007.

Here’s a glimpse of what you’ll learn:

• [5:06] Jeff McKinney’s unconventional path from the Marine Corps and law enforcement to trucking safety
• [9:15] The key to building a safety-first culture and how to gain driver and team buy-in
• [13:43] How frontline professionals helped shape GTI Group’s Serious Six safety principles
• [15:29] The role of customers in driving safety standards and company policies
• [18:23] Balancing safety and productivity and how Jeff gets senior management buy-in
• [22:05] Why compliance doesn’t equal safety and understanding behavior versus regulation
• [26:44] The power of humor and interactive training to change driver behavior
• [32:40] Using positive reinforcement instead of punishment in driver coaching
• [40:09] Why trucking is the lifeblood of America and what needs to change for drivers

 

In this episode…

Safety in trucking isn’t just about following rules. A fleet can check every compliance box and still have accidents, unsafe drivers, and costly mistakes. So what really makes the difference between a company that just meets standards and one that truly prioritizes safety?

 

According to Jeff McKinney, a safety leader with decades of experience in fleet operations, compliance is only the baseline, not the solution. He highlights that true safety comes from changing behavior, not just enforcing regulations. Without a strong culture and driver buy-in, policies become meaningless. Jeff shares how hands-on training, real-time feedback, and a people-first approach create safer drivers and reduce accidents. When teams understand why safety matters — not just what the rules are — their actions follow.

 

In this episode of Roadrageous, hosts Liam Hoch and Chad Lindholm sit down with Jeff McKinney, Vice President of Safety at The GTI Group, to discuss why compliance doesn’t equal safety. They explore how to shift driver behavior beyond the rulebook, why management buy-in is critical, and how humor and engagement improve training retention. Jeff also shares his approach to coaching drivers through positive reinforcement rather than punishment.

Quotable Moments:

• “Safety is to save lives, time, and money. If you’re involved in a crash, how big is that going to be?”
• “Talk to your team; don’t talk at them. Bring them into the conversation and help lead them to lead you.”
• “Compliance and safety are two different departments. One is making sure your license is up-to-date; the other is behavior.”
• “Take what we try to teach you in that culture and take it all the way home to your kids that are growing up and going to be driving eventually.”
• “Slow down to speed up. It just seems like you’re driving down the road, and you can’t get somewhere fast enough because your brain’s moving so doggone fast.”

Action Steps:

• Build a culture of safety through team collaboration: Engaging frontline professionals in policy development ensures buy-in and fosters accountability at all levels.
• Focus on behavior, not just compliance: Addressing driver habits beyond regulations leads to meaningful safety improvements and long-term risk reduction.
• Use positive reinforcement instead of punishment: Rewarding good driving behavior encourages professionals to adopt safer practices without fear of unnecessary penalties.
• Leverage humor and interactive training: Making safety education engaging increases retention and improves how professionals apply lessons in real-world situations.
• Regularly review and adapt safety policies: Keeping procedures flexible allows companies to respond effectively to evolving risks, regulations, and industry challenges.

 

 

 

The Winding Road to Safety

McKinney’s journey into safety wasn’t a straight line. From his time in the Marine Corps to a stint in law enforcement and then as a commercial vehicle driver, his diverse background shaped his perspective. He emphasizes that many in the industry “fall” into safety, highlighting the importance of on-the-job learning. However, the true reward, as McKinney points out, lies in witnessing the transformative impact of safety programs, moving from “A” to “Z” and creating lasting change.

Key Takeaways: Building a Culture That Sticks

The podcast episode delves into the core elements of creating a successful safety culture. Here are some of the key takeaways:

Mutual Ownership, Not Just Buy-In: McKinney stresses the importance of involving frontline employees in the development of safety policies. It’s not about top-down directives but about fostering a sense of shared ownership. This approach ensures that policies are relevant, practical, and more likely to be followed.

Safety is a Living, Breathing Thing: The transportation industry is constantly evolving, with new technologies and regulations. Safety policies must be adaptable and responsive to these changes, with ongoing input from those on the front lines.
Behavior vs. Compliance: The discussion highlights a crucial distinction between compliance and behavior. While compliance ensures adherence to regulations, true safety requires addressing driver behavior, which involves attitudes, decision-making, and risk perception.

The Power of Positive Reinforcement: The episode emphasizes the importance of positive coaching and feedback. McKinney advocates for the “sandwich” approach, where constructive criticism is framed by positive comments. This method encourages improvement without demoralizing employees.

Treating Professionals with Respect: McKinney strongly believes in treating drivers and other transportation professionals with the respect they deserve. Recognizing their vital role in “moving America” is essential for building a positive and supportive work environment.

Humor and Engagement in Training: McKinney shares engaging training techniques, including games and the use of relatable examples, to make safety education more effective. As the podcast hosts mention, IMPROVLearning focuses on using humor to drive home the message.

Safety as an Investment, Not an Expense

A recurring theme in the conversation is that safety is not merely a cost but a strategic investment. By reducing accidents, violations, and delays, a strong safety culture can lead to significant cost savings and improved efficiency. As McKinney aptly puts it, “Safety is to save lives, time, and money.”

The Role of Technology

The discussion also touches on the role of technology in enhancing safety. Drive cams, for example, provide valuable insights into driver behavior and can be used as a coaching tool. However, it’s crucial to use technology ethically and responsibly, respecting driver privacy.

A Call to Action

The podcast episode concludes with a powerful message about the importance of the transportation industry and the need to support its professionals. As McKinney passionately states, “Remember how this country stays alive, it’s because of us, the trucking.”

Conclusion

This episode of Roadrageous offers valuable insights into building a thriving safety culture in the transportation industry. By prioritizing mutual ownership, focusing on behavior, and embracing positive reinforcement, companies can create a safer environment for their employees and contribute to safer roads for everyone.

I’ve aimed to capture the key points, add some analysis, and make it engaging for readers.

Resources mentioned in this episode:

• Liam Hoch on LinkedIn
• Chad Lindholm on LinkedIn 
• Gary Alexander on LinkedIn 
• IMPROVLearning
• Jeff McKinney: LinkedIn | Email
• The GTI Group
• “Human. Machine. Environment. With Gary Johnson” on Roadrageous
• “How the Bolognese Gets Made” with Bill Vargo on Roadrageous
• David Heller on LinkedIn
• Truckload Carriers Association (TCA)
• Brian Fielkow on LinkedIn

Sponsor for this episode:

This episode is brought to you by IMPROVLearning. 

At IMPROVLearning, we’re dedicated to transforming driver education through innovative, research-backed training methods.

Our SPIDER™ Driver Training platform combines humor with proven brain-training techniques to help drivers anticipate and avoid potential dangers on the road.

With over four million students trained, we know that learning sticks best when it’s engaging, short, and actively tested — resulting in fewer crashes, violations, and safer drivers overall.

To learn more about how IMPROVLearning makes roads safer one driver at a time, visit improvlearning.com.