Content creation has always been an essential element of recruiting truck drivers. In the past trucking companies would create newspaper ads and radio advertisements. Today, recruiters need to be creating content that engages truck drivers online.
This is the question:
How can you get prospective drivers to interact with the content you work hard to create?
Here are the 5 tips to get truck drivers to engage with your content:
- Create Different Kinds of Content
- Create Content That Interests Drivers
- Post Content Where the Drivers Already Are
- Invite Drivers to Follow You
- Pay to Play
Create Different Kinds of Content
Everyone on the planet enjoys consuming content differently. Some people like to read, some enjoy infographics, and others love videos. Depending on the scenario an individual is in, their preferences may be completely different than what is normal.
Truck drivers are the same way. Each of them enjoys uniquely consuming content.
To get drivers to engage with your content, you need to cover all of your bases. You need to be creating content that drivers can read, view, watch, and listen to.
Create Content That Interests Drivers
It is tempting to focus solely on creating content that persuades drivers to work for your company. However, this is not a good strategy if you want drivers to engage with your content.
If all you are posting is content that tries to recruit drivers they will quickly begin to ignore your posts. You need to create content that will provide value to drivers other than introducing them to your company.
An example of a trucking company creating content that interests drivers is Driveteks’ client, Wave Express. They frequently post about things like driving safe in the winter, avoiding tired driving, and best road trip snacks.
Effective backlinking strategies will encourage drivers to click from your non-recruiting content to your recruiting content. Think of the non-recruiting content as a lure that brings drivers to your site. Once on your site, they are more perceptive to your recruiting content.
Post Content Where the Drivers Already Are
If you have not posted much content online in the past then chances are your company has a very small following, if at all. Growing an online following takes a lot of time and diligence.
Fortunately, there are already groups built for you filled with your target demographic. Find as many as you can and join them.
Posting interesting content to social media groups filled with truck drivers will immediately kick start your company’s web presence.
Invite Drivers to Follow You
Once you begin posting in trucking groups and are getting truck drivers to engage with your content you need to invite them to follow you.
This can mean asking them to follow your social media, subscribe to YouTube, signup for emails, etc.
Nearly every piece of content you publish should have some reminder (that is not annoying) to follow your company.
The larger your following is, the more prospective drivers you will be able to reach for free. Plus, if people go out of their way to follow you, that means they like your company. It will be easier to convince these drivers following you to apply to work for your company.
Pay to Play
As frustrating as it is, paid advertisements are the best way to get your content in front of as many eyes as possible.
Facebook and other platforms make a lot of money from advertisements. It makes sense that they would build an algorithm that limits exposure for free content and encourages paid advertising.
Working with a trucking company advertising agency will ensure that your ad spend is being used optimally. You will not waste money on ineffective advertising. The money you spend will generate the maximum amount of impressions, clicks, and engagement.
Without content, it is nearly impossible to recruit truck drivers. Content creation is useless if potential drivers are not interacting with it. There is much more to engagement than simply posting the content. Follow these 5 tips and you have potential drivers interacting with your content in no time.