How ADAS Features Help Retain Truck Drivers

Purchasing trucks for carriers is often a purely financial decision. Carriers will evaluate how much they need to spend on their trucks in order to get the maximum value. One thing that often gets overlooked is purchasing new trucks with the latest ADAS features improves driver retention.

ADAS Lead to Fewer and Cheaper Accidents

“Research shows that the vast majority of motor vehicle accidents are tied to human error, and safety systems that are available on the market today save lives and can reduce damage,” said Kary Schaefer at her safety presentation for the TCA.

Getting in an accident is one of the biggest reasons that drivers switch careers. Collisions rattle rookie drivers and vets alike. It makes sense, would you want to stay at a job where you nearly lost your life, possibly hurt another person, and caused thousands of dollars in damage?

Trucks that are equipped with the latest Advanced Driver Assistance Systems (ADAS) are proven to experience fewer accidents, and when they do crash there is less damage. ADAS prevent accidents with system interventions. New trucks will stop on their own, gauge its own speed, and keep the truck in the proper lane.

Fleets that were experiencing average repair costs of $7,500 per accident saw that number drop to $300 per repair when they began using new ADAS technology.

Trucks that can keep drivers safe are trucks that keep drivers working for you. With the assistance of ADAS drivers will be far less likely to leave the career because they will not be in as many accidents. This helps you retain drivers and avoid idle trucks.

ADAS features make it possible for trucks to react to hazards on its own.

Truck Cabs are Safer With ADAS Cameras

The dangers of driving across the country scare away many promising drivers. One of these dangers is thievery. While drivers are stopped, it is common for them to have items stolen out of their truck cab. This leads to the drivers feeling like they are not safe.

External environmental cameras can be used to record information while the truck is not in motion, serving as a theft deterrent. People will not want to steal from trucks that catch them on camera.

Drivers that are in trucks with the latest safety features will no longer have to worry about their items being stolen. Experiencing a safer truck cab will keep drivers from leaving in fear.

Driver Position is Less Fatiguing With ADAS

In the past driving has been a physically taxing position. Driving through hazardous conditions was especially difficult because the truck did very little to help the driver steer.

New trucks now use active steering lane keep assist to make the driver’s job less fatiguing. Active steering provides slight adjustments to the steering that are prevalent at slow speeds and backing up. Lane keep assistance ensures the truck stays in the middle of the lane with hardly any effort from the driver.

With the new advanced driver assistance systems older drivers can now stay on the road instead of retiring. Older drivers will be physically capable of driving for much longer than in the past, keeping your fleet on the road.

Reduced Insurance Premiums Open Retention Funds 

Commercial vehicle safety systems may reduce insurance premiums in the future. The reason that premiums will go down is because carriers can collect data from the truck and prove to their insurance providers that their trucks are getting in fewer accidents.

Advancing safety features on trucks saves your company money which can be used to your retention budget. As your company spends more on retention, your turnover rate will decrease.

Commercial insurance premiums are reduced with ADAS.

Driver retention is one of the biggest factors that makes a carrier successful or not. Carriers should do everything in their power to keep turnover as low as possible. Having a fleet with the latest safety features improves driver retention. Accidents will happen less, cabs are safer, the driver position becomes less fatiguing, and your company will have more money to spend on retention.

How to Throw Covidsafe Driver Celebrations

Over the past four months COVID-19 has shined a light on how crucial truck drivers are to the well-being of America. Drivers have been working their hearts out to keep the country afloat, and this is not an anomaly. Truck drivers need to be celebrated. Here is how to throw Covidsafe driver celebrations.

Celebrating Remotely is the Safest Option

Clearly, the easiest way to celebrate safely is to celebrate remotely. This is possible with platforms such as Zoom, Google Hangouts, etc. However, it is not enough just to hop on a video call and say you appreciate the drivers. You need to do more.

One thing that your company can do in addition to the video-chat celebration is sending each driver a personal, hand written note from the CEO. These notes cannot be the same message sent to all drivers, it has to be unique for each individual.

Personal development stipends are another way to celebrate remotely. At companies like 15five employees are giving a $500 stipend to spend on a learning opportunity unrelated to their job. Giving drivers money to pursue their passions will show your care and improve the lives of your drivers and makes them want to stay with your company.

Outdoor Celebrations are Necessary for In-Person Parties

If you are wanting to have an in-person celebration, the best place to do that is at an outdoor location. Hosting the celebration outside drastically reduces the risk of the spreading of COVID.

There are multiple factors that lower the risk of spread when outside. The first is that in the open air, Coronavirus particles disperse faster than they do when inside. Also, UV light from the sun does an excellent job of reducing the spread of the virus.

A study put on by Harvard, MIT, and other institutions found that average temperatures above 77 degrees reduce transmission. Each 1.8 degree temperature increase above 77 degrees is associated with a 3.1% decrease in the number of new infections generated.

People enjoying a Covidsafe celebration eating barbecue food.

Responsible Guest Lists Give You More Control

Your company driver celebration cannot be a massive party, it needs to be an intimate event. Keep the event closed to people only within the company.

Limiting the guest list to employees only lets you have more control over the situation. You can easily vet each guest and make sure no one is exhibiting COVID symptoms and may jeopardize the event.

Serving Food Fresh From the Grill

Considering that heat does a good job of killing the virus, plan on serving items fresh from the grill. Try to avoid letting food items sit for a long time before party goers start eating. Burgers and hotdogs are an excellent decision to be the main course.

Avoid serving any type of community finger food. That means no chips and dip, sliders, bowls filled with candy, etc. Every hand that reaches for a serving of finger food is an opportunity for viral transfer.

In order to be extra safe, give each party goer a stipend to purchase their own food and drink to consume that does not come off the grill. This includes any sides, appetizers, and desserts.

Socially Distanced Party Games

What is a party without party games? Party games that encourage a lot of physical interaction between people are not recommended however.

Instead play games that require people to stand far apart. Cornhole is an excellent example of a social distance friendly party game.

If possible, you could have the celebration at a pool. Swimming in a properly maintained pool will inactivate COVID.

Cornhole is a socially distanced party game.

Truck drivers are the backbone of America and without them our economy would crumble. They stepped up to the challenge presented by Corona virus in a major way and must be celebrated. Follow these tips and your company can throw Covidsafe celebrations for your drivers.

Start Encouraging Your Truck Drivers to Drive With Pets

For decades truck drivers have been sneaking their pets on board with them. They had to do this because their employer would not allow them to drive with a pet in the truck. However, in recent years carriers have loosened on the anti-pet policy. If your company has not done so yet, you should consider it. Here is why you need to start encouraging your truck drivers to drive with pets.

Dog sits in the passenger seat of semi truck

Healthier and Happier Drivers

The purpose of purchasing a pet is because you are looking for companionship. It is no wonder that drivers who have their fur-pal with them are healthier and happier.

Becoming a truck driver means long days filled with lonely hours. Without a partner to keep them company, drivers can become depressed. Dealing with loneliness and depression can cause drivers to become burnt out.

Research shows that spending 15 minutes with a dog improves people’s mood. In addition to improving moods, dogs require exercise. Because the dogs need exercise your truck drivers will become healthier people.

Increased Driver Retention Rate

Having a high turnover rate is one of the most expensive liabilities a carrier can have. According to Stay Metrics, a truck company with 100 drivers, 100% turnover rate, and average cost to hire of $8,000, spends $800,000 a year on hiring.

Encouraging drivers to bring a pet with them on the road can save your company thousands of dollars every year.

Drivers that have pets with them will be happier meaning they will be less likely to leave.

Also, drivers truly value working for a company that cares for them. Your company can send the message you care about your drivers health by encouraging them to have a pet. Drivers that feel cared for will stay with your company.

Finger increases retention rate from good to great.

Improved Driver Performance 

By simply encouraging drivers to bring pets with them on the road, their performance will improve.

Drivers will be healthier and happier, leading them to make smarter driving decisions. Plus, having another living creature in the truck that the driver cares about will make the driver more cautious.

Cautious drivers have far fewer accidents and are more reliable.

Better for Your Bottom Line

Your company will become more profitable once you encourage drivers to bring pets with them. Revenue will increase because your drivers perform better which allows you to deliver more shipments. Costs will be down as well.

The costs associated with turnover will decrease as drivers choose to stay with you.

Insurance for drivers will also become less expensive. Because the drivers will have to be more active with their pets, they will be in better health.

Employing healthier drivers will lead to less claims being made. The less claims your company makes, the more affordable company health insurance becomes.

There is a difference between tolerating drivers bringing pets with them and encouraging the drivers. Tolerating is good, but start encouraging your truck drivers to drive with pets in order to see maximum results. The drivers will live better lives and your company will see better profits.

5 Tips to Get the Most Out of Video Interviews

In person interviews have not been possible since March. This means that if you have hired any drivers in the past three months, you had to conduct a video chat interview. Whether you are using Zoom, Google Hangouts, etc. you need to be prepared. Follow this guide to get the most out of your video interviews.

Man gets the most out of video interview

1. Set the Bar for the Meeting

As the interviewer, it is up to you to be an example of what it means to be a professional at your company. You need to set the bar for the interview.

One way that you can set the professional bar is by dressing professionally. Working from home it is tempting to remain in your comfortable clothes, but when you interview you are the face of your company.

Drivers are going to judge your company based on you. So dressing professionally will send the message that your company takes themselves seriously. Professional drivers want to work for professional companies.

The next thing you need to do is find a space that has quality lighting and is in a quiet space. Doing this will ensure that the driver will be able to see you clearly and there will not be any interruptions.

2. Understand Technical Difficulties

You need to remember that this world is new to the drivers as well. Many of them are going to struggle with interviewing remotely.

If a driver you are interviewing hops on the call late because they could not load the page, or if the call drops, you need to work with them.

Do not rule out hiring a potential driver because they could not figure out the video interview. Have patience, rushing to judgement will lead to you ruling out quality drivers.

3. Record and Review Later

There is no doubt that interviewing drivers in person is the best way to gauge a potential employee. However, video interviews have certain advantages.

The biggest advantage that video interviews have is that it is easier for you to record the interview and review it later.

You will become fatigued if you conduct multiple interviews in one day. This can lead to you overlooking a great driver.

Recording and reviewing the video interviews will help ensure you offer your positions to the most qualified driver.

4. Provide Clear Instructions

As mentioned earlier, drivers are likely to struggle technically with the video interview. The best way to avoid this is to provide clear, step-by-step, instructions prior to the interview.

The more you can do to eliminate technical barriers, the more you can focus on the driver. This way you can get a better idea of who the driver is as a person.

5. Ask Questions That Generate Articulation

Because you won’t get to have the human interaction like a typical interview, you need to ask questions that get drivers to explain themselves.

Here are some common video questions to ask drivers:

  • Why did you decide to apply with our company?
  • Why are you a truck driver?
  • Describe the best work environment you have been a part of
  • How did you manage driving your toughest routes?

Driver providing articulate answers on video interview

Video interviews will not allow you to test a driver’s capabilities so you must get drivers to describe their skills to you. You will have to make your hiring decisions based on how drivers are able to articulate their thoughts. Because of this, the questions you ask directly affect retention and overall company performance.

If you don’t know what you are doing with video interviews, it can lead to hiring the wrong person. Follow these 5 tips to get the most out of your video interviews.

7 Tips to Improve Your Employer Brand

Your company has an employer brand whether you actively work on it or not. Quality drivers are well aware of the best and worst employers. Here are 7 tips to improve your employer brand.

Benefits of a Strong Employer Brand and What it is

Employer branding is how potential drivers perceive your company. This is your reputation as an employer.

An employer branding campaign aims to improve your company’s attractiveness to the top drivers and increase retention rate.

Building your company’s employer brand will lead to lower recruitment costs. Drivers will know that your company is a great place to work and will actively seek out opportunities to work for you. Your company will not have to spend exuberant amounts on job postings.

The strongest employer brands attract the top quality of drivers. Truck drivers that are true professionals, and take pride in their craft, want to work for carriers that are the best of the best.

Lowering your recruitment costs and hiring the top talent is going to lead to improved company performance.

What's your brand written out on clipboard

How to Identify Your Employer Brand

Before you embark on building your employer brand, you need to assess where you are starting from.

Employer review sites, like Glassdoor, are the best place to begin identifying your employer brand. Glassdoor gives you quantitative ratings and how each rating stacks up against the competition.

Computer tab open to glassdoor

After reviewing your rankings on sites like Glassdoor, the next step is social listening. Social listening is done by searching your company on social media. You need to read your mentions and interactions. Reddit forums and trucking social groups are a great place for social listening.

If your employer turnover is high, that is a key indicator you have a weak employer brand.

7 Tips to Build Your Employer Brand

  1. Define What You Want the Culture to be

    If your company does not have a clearly defined culture then it is up to you to define it. Write out a clear vision and mission statement. 

    Once you have your vision and mission statement, establish 3 – 5 company values. These values are at the core of your company’s decision making process.

  2. Hire Culture Fits

    After defining what the company culture is, start hiring drivers that match your culture.

    You can do this by communicating the company values to potential drivers in the interview process. The drivers that you hire should strongly identify with at least two of the values.

    Potential hires that do not align with company values will not do well in your company and will hinder your employer brand.

  3. Treat Potential Drivers as Customers

    Quality truck drivers are the most valuable asset to your company. Companies that employ top notch professionals experience lower turnover rate and higher profits.

    During the hiring process, you need to treat the drivers as customers. It is up to you to ‘wow’ them. Sell the drivers on why working for your company will make their lives better.

    Treating potential drivers as customers will help you attract the top professionals.

  4. Use Storytelling

    You need to be frequently producing content that tells the story of your company. Tell stories about how much your current drivers love working for you.

    Potential drivers and passive candidates will interact with these stories and recognize your company as a great place to work. Positive stories build up employer brands.

    Hand writing Tell Your Story in expo marker

  5. Act on Feedback

    As you are going over your reviews on Glassdoor and conducting social listening, you will come across plenty of feedback. Assess whether this feedback is legitimate.

    If you come across positive feedback, double down on what you are doing well. Negative feedback that is brought up repeatedly needs to be fixed.

  6. Increase Driver Perks and Benefits

    The quickest way to get your drivers to brag about your company is by paying them more.

    However, solely paying your drivers more is not enough to build up your employer brand. You need to utilize all 7 tips.

  7. Be Authentic

    Drivers will see through you if you are not being authentic.

    To avoid this, come up with company values that your staff truly identifies with. Do not set values that you think potential drivers want to hear. That is inauthentic.

Whether you are aware of it or not, you have an employer brand. Drivers are taking note about which companies are best to work for. Follow these 7 tips to improve your employer brand, attract the best drivers, and increase company profitability.

How to Create a Trucking Recruiting Website

A well built website is one of the most impactful tools for recruiting truck drivers. Strong sites will generate positive impressions, inform the driver, and get them to apply. Here is how to create a trucking recruiting website.

What Are The Key Elements of a Good Website? 

Team of cartoon people work to create trucking website

Clear Site Navigation

Having an easy-to-follow website design serves two purposes. Clear site navigation makes it easier for visitors to consume your content and for search engines to index your site.

Your home page is the sun that your website-galaxy revolves around. Each page should always be one click away from the home page. Also, your homepage must highlight only the most important pages on your site.

One of the first things a driver should see when visiting your site is a link to apply.

An example of a site that shows the "Apply Now" link on the home page.

Well Designed Landing Page

A landing page is the section of the website drivers visit when they click on one of your paid advertisements.

Your recruitment landing page needs to be designed to sell the driver on working for your company.

Instead of using a bunch of text to tell drivers about the position and why they should work for you, use imagery. Include multiple photos of your current drivers happy on the job and video testimonials from drivers.

Show don’t tell.

Strong Call to Action

No matter how good your images are or how convincing your site is, drivers will not apply without a call to action.

Good example of a strong call to action.

 

Think of the call to action as the catalyst that gets the driver to actually submit an application. All the other content is used to persuade the driver that they want to work for you.

The call to action gets the application.

Mobile-Friendly

In today’s trucking world drivers have the capability to be checking new job opportunities 24/7. Mobile phones are the driving force behind this shift in trucking recruitment.

Last year, 67% of drivers used their smartphones to look for new employment opportunities.

Taking the time to make sure your site is mobile friendly is a necessary. If you do not have a mobile friendly site then you will miss out on all the applications from drivers that come to your site with their smartphones.

Positive ‘About Us’ Tab (Your Why)

Well done 'About Us' tab.
People are not motivated by what you do but why you do it.

Use the ‘about us’ tab to create a positive portrait of your team for drivers to see. Drivers want to work for a company that is going to value them.

Constructing a well done ‘about us’ page will stir excitement in potential drivers. They will see that your team is passionate about the industry, respect their drivers, and it will motivate the driver to seek greener pastures.

Content Content Content

Quality content works wonders. Done properly, content will increase awareness among drivers, get them to consider working for you, and ultimately increase applications.

Your site needs to have blog posts, videos, and photos, that all paint your company in a positive light.

Different people like to consume different types of content. That is why you need blogs, photos, and videos.

Excellent Visual Design

An aesthetically pleasing design with interesting visuals will create a strong first impression with drivers.

Excellent design sends the message to drivers that your company does the due diligence to get the job done right. This will attract the types of drivers that are true professionals and take pride in their work.

Optimized for Search Engines 

Your site is useless if no one visits. Optimizing your site for search engines will make it so that drivers will find you when they search for potential jobs.

Simple optimization practices like adding alt-text to your images, writing clear meta descriptions, and using effective SEO titles do not take much time and produce results.

What Should You Not Put on Your Website?

It is just as important to know what to avoid putting on your site as it is to know what to have on your site.

Dedicated Testimonial Page 

Testimonials are essential to any website. They are one of the most influential pieces of content potential drivers consume.

However, potential drivers are far less likely to engage with the testimonials if they have to go to a separate page. Do not have one page with all the testimonials

The best practice is to sprinkle your testimonials throughout your site. Mix the testimonials in on all the pages on your site.

Dead End Thank You Page 

After the driver applies, a lot of companies will show a simple “thank you” page.

Example of a dead end thank you page after application is submitted.

Having a dead end thank you page misses out on a huge opportunity. Drivers are at the peak of their interest right after applying.

Instead of a dead end page suggest to the driver that they engage with more of your content!

Confusing Messaging (K-I-S-S)

Keep in mind that your site serves two purposes: to increase driver applicants and increase business.

Do your best to keep your messaging as simple as possible. K-I-S-S. You should not spend any time on topics that do not serve either of those two purposes.

Create a trucking website that has simple messaging and applicants and business will both increase.

Automatic Sound/Videos

Nothing is more obnoxious than landing on a site that you have never been to before and getting blasted by automatic sound/videos.

Don’t do it!

In today’s market a well built website is mandatory to effectively recruit truck drivers. Follow this guide to create a trucking website that is a great truck driver recruiting website.

How To Recruit Truck Drivers on Social Media

72% of the public uses some form of social media. No wonder carriers are focusing their recruiting efforts to social media. However, most companies are not using social media to its fullest potential. Here is how to recruit truck drivers on social media.

There are 4 areas you need to know about in order to successfully recruit on social media. You need to focus on: company profile, relevant groups, paid advertisements, and using the right platform.

Use Company Profiles to Build Your Employment Brand

Drivers will do their research before applying for your company. You want to make sure that you have a positive brand image and strong social presence .

Think of your profiles as a platform to convey the company culture to potential drivers. It is best to post a lot of images and short videos that show off everything your company does to take care of its drivers. You need to highlight happy drivers as much as possible.

Another useful strategy is to post content that increases engagement. Posts that contain questions, polls, or contests are great at generating engagement. The more engagement you can generate the better.

Finally, make sure that you are posting frequently. Tools like Hootsuite will help you post frequently. Hootsuite will enable you to plan posts out in advance and upload the posts automatically.

Interacting in Groups to Build Relationships

Social media is filled with groups designed to connect drivers and recruiters. You need to join as many groups as possible. There are groups with drivers around the country and others that are focused on specific regions.

In order to be seen, post frequently and always respond to drivers that comment on your posts. Keep in mind that there is a lot of competition in the groups so you need to set yourself apart from the competition.

Join these groups with the company’s page AND encourage recruiters to join with their personal accounts. Recruiters that use their personal accounts to engage with drivers will come off as more personable/trustworthy.

Effective posts use eye catching photos and little words. Your goal should be to generate enough interest that the driver visits your site. The website will have the information needed to sell the driver on working for your company.

Paid Advertisements Keep You on Drivers’ Minds 

Any social media campaign is incomplete without paid media. Each social media platform has its own advertising tools (Facebook ads, Linkedin ads, Twitter ads, Google ads, etc.).

The goal of paid media is to keep your company on the mind of potential drivers. Drivers spend a lot of time on social media, by advertising on social media you are meeting the drivers where they are at.

The best part of paid media is its hyper-focus. If you take the time to set up the proper settings only your desired demographic will see your ads. Hyper-focus campaigns lead to increased ROI.

For best results, your paid ads need to be eye catching. Drivers will spend hardly any time interacting with the paid ads so every millisecond counts. Create ads that burn an image into the drivers minds.

Canva is the best platform for designing advertisements. The platform makes it easy for people who have little design experience create professional quality ads.

illustration that shows how to recruit truck drivers on social media

Platforms to Use For Maximum Results

There are many platforms to use for recruiting truck drivers. Facebook, Instagram, Linkedin, Youtube, and Twitter are the main platforms you should focus on.

If you are determined to expand beyond those platforms Reddit, Snapchat, and TikTok are becoming more popular with drivers.

Facebook and Twitter give your company a voice. Instagram is visual so post smiling faces and quick videos. Linkedin is professional; here you will want to post company accomplishments and management philosophy. Youtube should be used to post videos of driver interviews and more in depth visuals that tell stories about how great your company is.

Instead of focusing your energy on using as many platforms as possible, focus on thriving within one or two of the platforms.

Social media is an excellent tool to recruit new drivers.You can interact with drivers directly and social media will give your company a voice. Follow this guide and successfully recruit truck drivers on social media.

How to Hire for Long Term Retention

Retaining truck drivers does not start once a driver is officially an employee. It starts before you hire them. Follow this guide to hire for long term retention.

Hiring any able-bodied driver is counterproductive and may cost your company money. It costs on average $8,000 to hire a new driver, hiring people who you do not envision being with your company long term is expensive.

Culture-Driven Hiring

Have your company establish what personality traits best thrive within the company’s culture. Defining an organizational culture takes many forms. Some companies choose to bring in outside consulting and others conduct staff-driven discussions.

Once you have decided the culture, you need to go out of your way to hire drivers that are cultural fits. A study from the University Iowa found that employees who fit the company culture have greater job satisfaction, are more likely to remain with the organization, and perform at a higher level.

Establish your culture, communicate that with everyone you interview, and hire the drivers that match the culture. Doing this will get your company high performing drivers that stay long term.

Asking the Right Questions 

Get past surface level questions. Ask questions that demonstrate the candidates abilities and who they are as a person.

The mistake that many companies make is rushing the interview process. They will gauge an applicant based on a brief phone call and a background check.

When you are interviewing potential drivers take the time to probe and dig deeper. The conversation should not stop at the applicant’s first answer. Ask follow up questions that get to the root of the applicant’s answer.

Here are some questions from the Harvard Business Review that assess culture fit:

  • What type of culture do you thrive in? (Does the response reflect your organizational culture?)
  • What’s your ideal workplace?
  • Why do you want to work here?
  • Tell me about a time when you worked with/for an organization where you felt you were not a strong culture fit. Why was it a bad fit?

Image depicts "retention" on a road to symbolize truck drivers

Paint Your Company in the Correct Light

The natural response for many driver recruiters is to paint their company in the best light. However, this is actually counterproductive.

Driver candidates need to have a realistic understanding of what they are signing up for. They need to know about the job, organization, culture, management, and their peers.

Recruiters also need to be proactive in disclosing the less appealing aspects of the position. The drivers need to know about the long hours and difficult routes they are signing up for.

A famous example of using the difficulties of a position to recruit is Ernest Shackleton’s ad in the paper. In the ad he said:

Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success.

Shackleton’s crew was not taken off guard by the harsh conditions because they knew what they were signing up for from the beginning.

Over-promising how great your company is to the driver will ultimately lead them to feeling misled. Drives that feel misled are more likely to leave.

Having retention in mind from the very beginning of the hiring process will pay dividends in the long run. The drivers you hire will be more satisfied, less likely to leave, and perform better. To do this implement culture driven hiring, ask the right questions, and accurately portray your company.

Guide to Content Creation for Driver Recruitment

Content is king. It is how trucking companies educate and build relationships with potential drivers. Today, 85% of job searches begin at a search engine, drivers research companies before making a decision. The right content will guide a driver from awareness, to consideration, to application. Here is the guide to content creation for driver recruitment.

Content That Generates Awareness

Content that generates awareness for your company is crucial because it creates the first impression with drivers. 

“Two things remain irretrievable: time and a first impression.” – Cynthia Ozick

The content you create to generate awareness needs to focus more on painting your company in a positive light and less on the fine details of the position. Hook the drivers with engaging content. 

The three main areas you are going to want to focus on to generate awareness are social media, paid media, and company brand. 

Social Media 

Social media is the best place to show off your company. You control everything that is posted so you control how positive the company comes off as. 

On your company’s pages, post a lot of visual content. People do not want to read long paragraphs when they are scrolling through Facebook. 

Post photos of drivers happy to be on the job, digestible graphics that depict company growth, and short videos. The videos must have subtitles and cover things like driver testimonials, company wide celebrations, and what it is like to work for your company. 

Paid Media 

Paid media is a great way to generate awareness because you can pay to be in front of the eyes of your exact target demographic. 

However, drivers will know that what they are seeing is a paid advertisement and will move on from it quickly. 

Create eye catching images, and catchy slogans in big font for your paid media. Every millisecond you can get drivers to look at your advertisement is a win. 

Company Brand

Drivers often first hear of your company via word of mouth. Your company brand will dictate whether that word of mouth message is positive or negative. 

To build a strong brand image, create content that shows off all the positive things your company does. Show how you take care of drivers, interact in the community, and any other goodwill the company does. 

You will want to post this content on your website and social media. It is just as much for your current drivers as it is for prospective drivers. Current drivers that love the company they work for will tell their friends about your company.

Now the Driver is Hooked and in Consideration

After becoming aware of your company, if a driver likes your content they will then consider working for your company. 

In the consideration phase, drivers need more in depth information on the position and company. They are looking for things like employee-generated content, company mission, and company updates. 

Employee-Generated Content

First hand accounts from your drivers are authentic and resonate with candidates. 

Following a driver around with a camera to create a “day in the life of” video is an example of employee-generated content. 

Another example is interviewing your highest performing drivers and asking them what they enjoy about working for your company. 

The goal of employee-generated content is to create authentic material to sell candidates on your company. Potential drivers will get tired of hearing from the recruiter why the company is so great, but will enjoy hearing from another driver. 

Company Mission

If you want to see how powerful a company mission is, watch Simon Sinek’s Ted Talk “Start With Why”.

Drivers that have core values that align with your company’s will be far more likely to apply and then stay with you long term. 

People are not motivated to act by what you do but why you do it.

Company Updates

Drivers will look to receive company updates if they are interested in working for you. They will sign up for your weekly newsletter or frequently check your company’s blog. 

If you do not have some form of frequent company updates, it is time to start one. 

Quality drivers want to work for a quality company. Weekly updates will show interested drivers the awesome things you do each and every week. 

Colorful blocks spell out the word "content" with blurry blocks in background

Getting That Application

Once drivers begin making moves to submit an application, they need more technical content. At this point they have already decided that they want to be a part of your company and now they need to know how to apply.

Drivers will need in-depth job descriptions, personalized landing pages, and an easy to follow online application.

Job Descriptions

Drivers more than likely skimmed through the job description during the consideration phase. Now that they are ready to apply, they will give it a longer look over. 

For drivers, pay is one of the most important elements of a position. They also care about things like home time, and any other benefits. 

Describe all of these things clearly, and do not oversell the position. Be honest and sure you can deliver on all promises made in the description.

Personalized Landing Pages

You need to make a personalized landing page for drivers that are applying for your company. Think of this as a chance for you to roll out the virtual red carpet for new drivers. 

On the landing page add photos of employees welcoming the new applicant and a video of upper management saying they are thrilled the driver is applying. 

Also, include writing that highlights the next steps and a call to action. The call to action needs to call for the driver to officially submit the application.

Easy to Follow Application

The final moment. Your content successfully generated awareness, got the driver to consider working for you, and has welcomed the driver that clicked on the new applicant landing page. 

Do not lose them because your application is too confusing/time consuming. 

Write clear and concise instructions. Use tools that make uploading documents easier and require as little writing as possible. 

Content is king when it comes to digital driver recruitment. The proper content will generate awareness, consideration, and applications. Each step requires different kinds of content. Follow this guide to make the right kind of content and generate more applications.

Remarketing: What it is, How it Works, Why You Need it

Digital driver recruitment requires a lot of moving parts all working towards the same goal. One of those moving parts is remarketing. Done properly, remarketing is a key component to increasing the number of driver applications generated by a digital recruitment campaign.  Read to learn about remarketing: what it is, how it works, and why you need it.

What is Remarketing?

Have you ever visited a website, left without making any purchases, and then while scrolling through social media an ad for the site you just visited pops up? That is Remarketing.

Using a remarketing platform enables companies to show targeted ads to people who have visited their site previously.

For example, drivers that visit your company site will see your ads browsing other websites, watching YouTube videos, or reading the news.

Think of remarketing as a second chance for drivers to apply to work for your company.

How Does Remarketing Work?

The driver experience flow is straightforward:

  • Driver visits your website or consumes your brand’s content
  • That driver is now tagged with a cookie and added to a remarketing list
  • Ads are shown to drivers on the list while they scroll the web

Adding remarketing advertisements is also a simple process:

  • Setup an account on Google Ads (the Driveteks’ recommended tool) and get the remarketing tag. The remarketing tag is a piece of HTML code you copy and paste into the body of all landing pages on your site.
  • Collect a list of drivers that have visited your site. The HTML code will automatically start collecting the cookies of everyone who visits the site.
  • Create the content you need to advertise to potential drivers (images, videos, graphics, etc.).
  • Launch the campaign. Set your budget within Google Ads, and once you officially launch Google will send your ads out to everyone on the list. Driver flow of remarketing experience

Why You Need to Start Remarketing

As mentioned earlier, remarketing gives drivers a second chance to visit your site and apply. Remarketing is a reminder to the driver that they showed interest in your company.

According to Drive My Way, the average driver has at least 8 touch points with a company before taking actionable steps toward employment. Remarketing is an easy way to get one of those touch points. Your ad will reach them at an unexpected time and prompt them to reach out.

Without remarketing, drivers that visit your site will often forget about your company. This will happen no matter how great your site/ company is.

Remarketing is not going to be the reason a driver applies to work for you. Remarketing is the reminder that gets drivers thinking about all reasons they want to work for your company.

Any digital driver recruitment campaign that does not include remarketing is incomplete. No matter how strong your site design, call to action, or job offer is, drivers that visit your site need that reminder to go back and apply.