Top 5 Driver Recruiting Techniques for 2021

The trucking industry saw its typical driver recruiting techniques flipped on its head in 2020. Last year the industry had to rapidly adapt and implement web-based recruiting strategies.

These web-based driver recruiting strategies are not going anywhere, even as in-person events become normal again. Because of this, here are the top 5 driver recruiting techniques for 2021:

  1. Facebook Advertising
  2. Content Creation for Driver Recruiting
  3. Job Board Management 
  4. Streamline the Hiring Process
  5. Hiring Dedicated Specialists 

Turning the page from 2020 to 2021.

Facebook Advertising for Truck Driver Recruiting

Over 96% of today’s truck drivers are Facebook users. There is no other platform on the planet that can make such a claim.

Where else are you going to be able to reach this many drivers? This question is rhetorical of course.

Before 2020 Facebook was one of the top driver sources. However, thanks to restrictions imposed to prevent the spread of COVID-19 Facebook engagement skyrocketed last year. People had nowhere to go and nothing to do. So they hopped on Facebook.

Last year the overwhelming majority of truck drivers all increased their Facebook habit. These habits are not going away.

What does all of this mean?

Facebook has become the best place to recruit truck drivers.

Expert Facebook advertisers can promote your job positions to your desired demographic. No longer do you need to take a ‘spray and pray’ approach, hoping that some driver in your demographic will stumble upon your booth at a recruitment fair.

For a reasonable rate, your company can advertise to nearly the entirety of your driver demographic. Facebook advertising allows your company to reach the maximum amount of drivers without wasting a cent of ad spend.

Content Creation for Driver Recruiting

vector illustration of content creatin

Creating content for truck drivers to consume online is essential for recruiting in 2021. Content creation enables you to tell your story to truck drivers.

Quality truck drivers are going to research your company online before they ever apply. If you are not creating your own content truck drivers are going to read what other people are saying about you.

Control your own narrative. Create content.

There are three different types of content. Content that generates awareness, content that gets the driver to consider working for you, and content that gets the truck driver to apply.

If you want to learn how to create effective content check out this article:

Guide to Content Creation for Driver Recruitment

Job Board Management

Many truck driver recruiters will cringe at the idea of using job boards. Which is fair. We have all wasted money on boards that promise us results.

However, this does not change the fact that job boards are one of the best sources for driver applications.

Like the rest of us, one of the first places that truck drivers go to look for a new job is job board websites. Plus, the drivers on job boards are actively seeking a new position. It will take less time to get these drivers hired as opposed to passive job seekers.

The key to using job boards is to not rely entirely on one board.

You need to be posting on all of the job boards and closely monitoring the performance of each board. Each month, a different board will outperform the others.

You need to quickly identify which board is performing the best and then allocate the majority of your ad-spend to that job board.

Closely monitoring the job boards and allocating ad-spend frequently will flood your ATS with truck driver applicants.

Streamline the Hiring Process

The entire hiring process, from application through orientation, can be streamlined with the usage of technology.

Companies like Tenstreet and TruckRight offer software that enables truck drivers to only enter their information on one form and auto-populate all of the required documentation. Also, you can quickly verify previous employment and see any past safety violations of applicants.

Those same companies offer digital learning management software (LMS). Learning management software makes it possible for a truck driver to go through your company’s orientation anywhere in the country.

Streamlining the hiring process not only will improve your company’s efficiency but will also help you hire more drivers.

Truck drivers are more likely to be persuaded to come work for you if it takes little work for them to become employed.

Streamlining Word Road Improve Efficiency

Hiring Dedicated Specialists

Recruiting truck drivers is a full-time job. Driver recruiters need to spend their time calling applicants, interviewing them, convincing the drivers to accept the job, completing the necessary paperwork, conducting orientation, running retention programs, etc.

Digital driver lead generation is also a full-time job. Driver lead generation online takes constant job board management, staying up to date on the algorithms of different social media platforms, content creation, A/B testing, brand management, etc.

Your recruiters do not have enough time in a day to generate leads online. People who focus on lead generation do not have enough time to hire truck drivers.

Hire dedicated specialists.

Lead generation specialists will flood your ATS with driver applicants wanting to work for you now. Driver recruiting specialists will constantly be hiring new drivers, keeping your trucks on the road.

Just because 2020 is in the rearview mirror does not mean that the industry changes last year brought are also a thing of the past. 2021 will only further cement these online trends. Follow the top 5 driver recruiting techniques for 2021 to stay ahead of the curve and hire the drivers you need.

5 Tips For Driver Recruiters to be More Persuasive

At its core, truck driver recruiting is a sales position. You are selling your company to potential drivers. To effectively sell, you need to be persuasive. Here are the 5 tips for driver recruiters to be more persuasive:

  1. Cater the Value Proposition to the Specific Driver
  2. Start With Small “Yes’s” And Work Your Way Up
  3. Mirroring the Driver’s Body Language
  4. Make the Process as Easy as Possible
  5. Share the Positives and Negatives of the Position

Man writing Persuasive Techniques in a note.

Cater the Value Proposition to the Specific Driver

Your trucking company may offer drivers routes that have them home nightly, competitive pay, and a rent-to-own partnership for drivers.

Each of these offerings is going to attract different people.

A younger driver, one without a family who hasn’t rooted down yet, may e more attracted by your company’s pay. This younger driver is not as concerned with being home nightly

On the other hand, an older driver that has young kids and is married is more than likely going to value the home time over everything else.

A truck driver with aspirations of becoming an owner-operator will want to take advantage of your rent-to-own procedure.

As the driver recruiter, you need to determine what the motivation is of the driver you are recruiting early in communication. Then cater your value proposition to that driver’s preferences.

Catering - words from wooden blocks with letters, making or serving food catering concept, top view gray background

Start With Small “Yes’s” And Work Your Way Up

Asking a truck driver to uproot their lives and start a new career with your company is a big ask. It can be daunting for the driver to say yes to such a proposition.

Instead of starting the conversation with the ‘big ask’, start by asking from small yes’s.

An example of a ‘small yes’ is, “Will you watch this video we made of our company culture?” That question is an easy task for the driver to complete and will get them to say yes.

Studies have proven that building up agreement has a lasting effect. Getting truck drivers to start saying yes in your conversation will increase your likelihood of hiring them.

Mirroring the Driver’s Body Language

The scientific term for mirroring is “limbic synchrony” and it is wired into our brain thanks to mirror neurons.

Using this technique makes the driver subconsciously feel like you are their friend because you are acting just like them.

Mirroring is the act of copying the body language of the person you are conversing with. This technique is highly effective at building trust with a person you are meeting for the first time.

If you are interviewing a potential truck driver, start by observing how they position themselves. Then slowly begin to position yourself with the same body language.

Also, mimic the truck driver’s gestures, tone of voice, and talking pace. Make sure to avoid mirroring any accents, as this can be seen as disrespectful.

Stanford-Northwestern-INSEAD study found that people who used mirroring in a negotiation closed more deals and got better results for all parties involved.

Make the Hiring Process as Easy as Possible

Truck driver recruiters are going to be able to hire more drivers if the hiring process is quick and painless. Truck drivers are more likely to say yes to work for your company if it does not require a huge amount of effort.

This is common sense. When someone asks you to do them a favor, are you not more likely to say yes if it does not take up any of your time?

If the driver you are trying to hire has to jump through hoops, struggles to get a hold of anyone in the company, and has to submit multiple forms by hand then they are going to be less likely to work for your company.

Use online tools to help automate this process. If a driver only has to fill out their information one time that will make the process much easier. Also, make sure to remain in consistent contact with the driver throughout the hiring process.

Illustration of lightbulbs act as metaphor to show that easy gets results

Share the Positives and Negatives of the Position

Truck drivers will call baloney if you try to tell them that working for your company is all sunshine and rainbows.

And they are right to do so.

There is no such thing as a position that is all good. Your position will inevitably have some downsides.

Share the downsides with the truck driver.

Being upfront about the negatives may feel contradictory. However, it actually helps you build trust with the driver. Trust is a key piece to successfully hiring drivers.

The trick to this strategy is to always end on a positive note. Ending on a positive note tells the driver that the positives of the position outweigh the negative.

The best truck driver recruiters are master persuaders. Follow these 5 tips to become more persuasive and start hiring more drivers.

Have your own persuasive technique? Comment below!

Where Truck Driver Referral Programs Fall Short

Referral program speech bubble

Truck driver referral programs are often praised as the most effective recruiting strategy for small to mid-sized carriers. Referral programs are impactful for carriers, however, they are not perfect.

Here is where driver referral programs fall short:

No Referrals When Expanding to a New Location

Has your company grown to a point that you want to start a new location in a new part of the country? That is excellent news.

A driver referral program will not help you find drivers in your new area.

Let’s say, for example, your original location is located in West Jordan, UT and you are expanding into Springfield, MO.

None of your drivers are going to know people who live in Springfield Missouri. So how can they possibly refer you to new drivers?

If you expand to a new location and plan on using referrals as your main source of applications you will struggle.

A young man with outstretched arms, shrugging his shoulders, says: I don't know. Isolated on a gray background.

Your Drivers Have A Limited Network

Smaller carriers that employ 10 – 50 truck drivers have a limited network of potential drivers they can reach with a referral program.

Let’s say a company has 50 truck drivers and each driver knows 5 people looking for a new position. That is only 250 possible applications your program could generate. 250 applications is the best-case scenario.

I know you are probably thinking that once you start hiring some of those 250 applications the pool of potential drivers grows. However, the new drivers hired are going to have the same network as the person who referred them.

This is a simplified example and the network your company has access to will always be changing.

Yet, even though it is changing, your network is limited.

Beware of Referral Spamming

Truck drivers are smart people. If you are offering a significant bonus for every referral, some of your drivers are going to figure out how to game the system.

Your truck drivers will find a way to earn as many bonuses as possible.

Now, this is not a problem if your company is making quality hires from these referrals. However, the problem comes in when drivers begin referral spamming.

Referral spamming is when truck drivers are submitting as many referrals they can find, without caring about the quality of the referral.

Drivers will connect on social media, or at a truck stop, and refer a person that they barely just met, even if they know that person is a notorious job hopper.

Do not let these shortcomings scare you away from utilizing truck driver referral programs. There are far more positives than negatives with referral programs. The purpose of this article is to shine a light on things you need to be aware of when using this strategy.

The best way to avoid these shortcomings is by not relying entirely on referrals to make all of your hires. Generating leads from Facebook advertising and other digital media sources will allow your company to keep calling quality leads when the referrals dry up.

7 Questions Trucking Companies Must Ask About an Applicant Tracking System

Small carriers may be able to operate and recruit truck drivers without an ATS. However, as companies grow to be mid-sized and beyond they need to purchase an ATS to manage their driver applications. Here are the 7 questions trucking companies must ask about an applicant tracking system.

7 questions to ask:

  1. What is the Price of This System?
  2. Can You Use it to Contact Potential Truck Drivers?
  3. Will you be Able to Speed up Your Process? 
  4. How Easy is it to Use?
  5. Does the ATS Provide any other Tools?
  6. Can You Easily Visualize Past Data?
  7. Can Your Driver Recruiting Agency Send Leads to the ATS?

What is the Price of This System?

Service price symbol. Hand turns a cube and changes the words 'service' to 'price'. Beautiful orange background. Business and service price concept

This question may be the most obvious of all seven questions. Of course, you are going to try and figure out the price of any new system you need to purchase.

However,

There are many different pricing models used by companies. Pricing models include:

  • Cost per user
  • Cost per number of employees
  • Cost per hire
  • Cost per feature
  • A flat fee charged either monthly, quarterly, or yearly

Before you sign any contract, make sure to read the fine print. Some companies are going to try and charge you for things like support and employee training.

Can You Use it to Contact Potential Truck Drivers?

If the answer to this question is “no”, then you need to find another ATS.

Being able to communicate with truck driver applicants via the ATS makes the process significantly easier. Things like unread emails and missed phone calls will be reduced significantly if you can communicate through your ATS

Also, being able to contact drivers through the ATS is going to allow you to reduce the time from application to first contact. The moment the application hits your ATS you will be able to call the truck driver.

The faster you can call driver applicants, the higher your conversion rate will be.

Will you be Able to Speed up Your Process?

In addition to speeding up your time to contact new applicants, your ATS needs to speed up the other steps of your process.

The ATS needs to allow you to collect and file paperwork, collaborate with fellow recruiters, keep the driver informed, and facilitate background checks.

How Easy is it to Use?

make it easy banner. make it easy speech bubble. make it easy sign

An applicant tracking system is not good if none of the employees in the company know how to use it.

Also, keep in mind that some companies may charge you for company training sessions. So if you purchase an ATS that is too complicated and you need multiple training sessions, it can become quite expensive.

On the flip side of that, an ATS that is too simple may not provide all of the features you need. Think of yourself as Goldilocks looking for the “just right” amount of complexity.

Does the ATS Provide any Other Tools? 

Many applicant tracking systems are great at helping you keep track of new applicants and getting people hired. However, some ATSs offer features that go above and beyond.

If you have a large budget and can afford these extra features, they can come in handy.

Tenstreet, for example, offers applications that allow carriers to market to drivers, track their applications, hire them, and make sure the driver is following safety guidelines.

Can you Easily Visualize Past Data?

Looking back at past data is essential to any effective recruitment campaign. Your ATS should enable you to look at past results and see what works.

The truck driver recruiting strategy your company uses needs to be constantly evolving. Strategy evolves by analyzing the data of past campaigns and responding to the market.

If your ATS does not allow you to easily create visuals that depict past campaigns it may be tough to figure out what is working and what is not.

Visual statistics. Data visualization, creative office people and dashboard. Business technology, working programmers vector. Data infographic, digital statistics analysis, dashboard illustration

Can Your Driver Recruiting Agency Send Leads to the ATS?

What good is your applicant tracking system if your driver recruiting agency can not submit applicants to it? If you have to submit the applications by hand after they are sent to you by the agency, you are losing valuable time.

Having a truck driver recruiting agency run your digital advertising and sending the leads they generate to your ATS is the most efficient way to get applicants.

A process where your digital driver recruiting agency feeds leads into your ATS for your recruiters to contact is best. This allows recruiters to focus on recruiting and not worry about anything else.

If you are a small carrier looking to expand into a mid-sized carrier, you will undoubtedly need an ATS. Use the 7 questions trucking companies must ask about an applicant tracking system to ensure you get the right ATS for your growth.

How to Retain Truck Drivers through the Holidays

The holiday season can be a frustrating time for truck driver recruiters. Many of the drivers you hired throughout the year will leave your company to spend this time with their family. If you take the right steps you can retain your truck drivers. Follow this guide and retain your truck drivers this holiday season.

Santa Claus driving a truck. Truck driver wearing Santa Claus and smiling happy on Christmas Day. Workers in transportation and delivery business are working in celebration holidays. Merry Christmas

Offer a Significant Holiday Bonus 

Money talks, it is the oldest trick in the retention book.

It is common for truck drivers to quit their jobs right before the holiday season starts and find new work in January. The promise of a hefty holiday bonus towards the end of the holiday season would help keep drivers from leaving your company.

The holiday bonus is a motivation for drivers to stay with your company and it makes them feel valued by your company.

You must make sure the bonus you are offering is worthwhile. Drivers are more than likely not going to stick around for a $50 Amazon card. Make the bonus big enough that your truck drivers think it is worth it to keep working instead of taking time off.

Throw a Big Company Holiday Party 

A company holiday party is a fun strategy that you can use to retain truck drivers through the holiday season. Who doesn’t love to party?!

Celebrating the end of another year with a large celebration is an incentive for drivers to stay around. However, you need to make the party a great time, it cannot be a mediocre party.

You can throw an excellent party by allowing employees to bring their families, having the event catered, and specifically having a special moment for the children. If the kids of your drivers are looking towards your holiday party every year then the kids will convince your drivers to stay with your company.

Every year at your company party, make sure to designate some time to specifically celebrate the truck drivers in front of the entire company. You have no company without your drivers and the whole company should celebrate them.

Company throws holiday party to retain truck drivers

Provide Paid Time Off for Longest Tenured Drivers

Clearly, you do not need to worry about your longest-tenured truck drivers job-hopping. If they have stuck with your company for multiple years, it is safe to assume they have no plans for job-hopping.

Not only do these truck drivers deserve to be rewarded for their loyalty, but they are also an example for recently hired drivers. This policy will establish a company culture that says it rewards loyalty.

Giving tenured drivers paid time off is a walking example of what can happen for the new drivers if they stick with the company. The new truck drivers will be determined to stay with your company so they earn paid time off.

Extend an Abundance of Gratitude and Appreciation

At the end of the day, truck driver retention boils down to gratitude and appreciation. Truck drivers are like everyone else and want to work for a company that values them.

If you work for a carrier that is unable to afford bonuses, holiday parties, and paid time off you can still retain your drivers. Gratitude and appreciation are free to give away.

Take time out of every day this holiday season to express how much you value your drivers. Also, encourage all of your non-driving employees to do the same.

The Holiday season is a tricky season to navigate for trucking companies. An increased number of drivers begin to job hop this time of year. This adds extra stress to the truck driver recruiter. Avoid this stress by following these tips and retaining your truck drivers through the holiday season.

4 Tips for Recruiting Owner-Operators

Recruiting owner-operators is an enticing strategy for many fleets. This is because the responsibility of the trucks falls on the drivers. Becoming an owner-operator is enticing to drivers that have an entrepreneurial spirit, but the career is riskier than being a company driver.

The risk deters many people from becoming O/Os making it difficult for carriers to recruit them. Follow these 4 tips and your company can begin recruiting owner-operators:

  1. Prioritize Facebook Advertising
  2. Establish Trust in the First Conversation
  3. Embrace the Entrepreneurship of O/Os
  4. Have Patience and be Consistent

Owner-Operator Semi Truck Driver Words 3d Illustration

Prioritize Facebook Advertising

The Owner-Operator Independent Drivers Association states that the most common age for owner-operators is 36. Also, the OOIDA has found that on average owner-operators have been driving for 20 years.

This information tells you that you are recruiting seasoned truck drivers who are older in age.

69% of U.S. adults use Facebook. Knowing that owner-operators are typically older and Facebook is popular among U.S. adults, it is safe to say you can reach roughly 70% of all owner-operators through Facebook alone.

Facebook advertising has to be your top recruiting priority.

In addition to the majority of owner-operators being on the platform, Facebook’s targeting tools allows you to pinpoint the drivers you want.

Professional Facebook advertisers will be able to use your ad-spend to show your recruiting content to targeted audiences. Only the people you want to apply for your positions will see your ads.

Using Facebook enables your company to not waste a single cent on owner-operators that do not match your company’s demographic requirements.

Establish Trust in the First Conversation

Becoming an owner-operator is a risky endeavor that has great rewards. Due to the risk, owner-operators are extra cautious when taking on work from a new carrier.

Owner-operators do not want to lose money because they trusted the wrong company.

To overcome this, you need to establish your trustworthiness immediately.

Here is how to do it:

Testimonials.

Above all else, owner-operators believe one another. You need to film your current O/Os talking about how much they enjoy working with your company.

If your company is just starting to recruit owner-operators and you do not have any working for you, film testimonials from current employees and company drivers. These testimonials are not as influential as O/O testimonials but they are still effective at establishing trust.

Owner-operators you recruit will trust you if your testimonials are strong.

Building Trust words on a speedometer to illustrate a brand company working to establish a reputation and earning customer loyalty and repeat business

Embrace the Entrepreneurship of Owner-Operators

Truck drivers that transition from being a company driver to an owner-operator are driven by an entrepreneurial spirit.

Owner-operators are motivated to take on higher levels of risk by the idea of being their own boss and potentially earning more money.

This means that treating owner-operators like you treat company drivers is a recipe for failure.

A company culture that lets owner-operators continue to be their own boss and offers growth opportunities is a necessary recruitment tool.

Have Patience and be Consistent

Recruiting owner-operators is a long term action. Rarely are O/Os ready to work for a new company at the drop of a hat.

Throughout the process of recruiting an owner-operator you need to be consistent in your messaging and patient. Give the driver the space they need to decide for themselves after consuming your recruitment content.

Getting impatient and changing your messaging to sound more “attractive” is only going to upset the driver.

Patience and consistency are the best route for recruiting owner-operators. Unfortunately, not all the drivers you speak to are going to be interested in your offer. However, remaining patient and consistent will ensure respect from all prospective owner-operators.

Many carriers find that working with owner-operators is more beneficial than hiring company drivers in certain situations. Working with owner-operators means the carrier has less risk to manage. However, to successfully recruit owner-operators you need to know it is a longer and more expensive process.

How Aging Truck Drivers Impact the Industry

New technology is allowing drivers to go longer without retiring by making the job less physically demanding. This means the average retirement age is increasing. Despite drivers staying on the road longer, driver retirement is the largest contributor to the truck driver shortage.

Aging truck driver crossing the road to retirement.

The Average Retirement Age for Truck Drivers

The truck driver population in America is steadily increasing year after year. Currently, the average retirement age for truck drivers is 62 years old. However, according to the OOIDA, most independent drivers plan on retiring at 67 years of age.

While the average retirement age for drivers is a good estimate, it does not accurately reflect how individual drivers feel about retirement.

There are two trains of thought amongst drivers. Some have the mentality that they will drive until they can no longer physically pull themselves into the cab. Others want to retire as soon as possible.

How Old is the Average Truck Driver

According to surveys conducted by the American Trucking Associations, the average driver age in the for-hire over-the-road truckload industry is 46. Other trucking sectors have an even higher average age.

Roughly 54% of truck drivers on the road today are 45 years or older. The trucking demographic is one of the oldest in the country and only getting older.

Within this decade over one-half of all current truck drivers will be older than the average retirement age.

An average truck driver

How Many Truck Drivers Retire Each Year

It is estimated that between 2019 and 2028 there will be 600,000 truck drivers retiring. That means 66,667 truck drivers will retire every year.

The industry needs to find nearly 70,000 new truck drivers every year to fill the void left by drivers retiring.

Aging Population is Fueling the Driver Shortage

Truck drivers retiring will be responsible for 54% of the driver shortage over the next decade.

The trucking industry needs to find a way to replace truck drivers retiring from the career.

What You Can Do to Attract Younger Truck Drivers

Obviously, the only way to combat drivers retiring from your company is to hire younger drivers to replace them. The number one place you can find young drivers is on social media.

Hiring a professional to manage your social media marketing is the best way to get your company in front of the eyes of younger drivers.

The industry is experiencing a lack of young people signing up to be truck drivers. You are going to need to recruit people to get their CDL and then join your company.

Aging truck drivers can stay on the road for longer because of improved truck technology. However, that is only kicking the can down the road. Truck drivers are going to retire sooner or later and that is fueling the driver shortage.

5 Steps to Use the Holiday Season to Win the New Year

Through the rest of the year until early January, freight demand will continually slow down and drivers will be with their families, not on the road. Truck drivers are intentionally not applying for jobs right now so they can have time off to celebrate the holidays.

Even though drivers are not looking for jobs right now does not mean you can slow down your recruiting effort. This time can be used to set yourself up for a big recruiting year next year.

Here are the 5 steps to use the holiday season to win the new year:

  1. Increase Facebook Advertising
  2. Focus More on Content Production
  3. Cutback on Geotargeting Recruitment
  4. Revise Your Trucking Recruiting Website
  5. Reflect on Previous Year to Improve for the Next

Truck driver recruiter successfully using the Holiday Season to win the new year

Increase Facebook Advertising

Drivers spending time at home, and not in a truck, means that they now have an excess of free time. A large portion of this free time will be filled by scrolling through Facebook.

The essence of digital driver recruiting is getting your company in front of the eyes of potential drivers. If drivers are spending more time on Facebook then you need to spend to get your company on Facebook more.

Drivers are making a list of potential employers and checking it twice.

Make sure your company is on that list by flooding driver feeds with your Facebook advertisements.

Focus More on Content Production

You are going to have more time on your hands during November and December because you will not be hiring as many drivers. Do not waste this time.

The extra time you have on your hands could be spent wisely working on content creation.

You should be filming driver testimonials, recording interviews with upper management, and writing about how great it is to work at your company.

Post this content on social media for drivers to see and they will be more likely to apply for your company once the new year starts. Drivers are not going to apply for companies that fail to sell them on their company culture.

Cutback on Geotargeting Recruitment 

The amount of freight being delivered during the holiday season is lower compared to the rest of the season.

Since there is less freight being delivered around the country, there will be fewer drivers on the road. The locations you are geotargeting are going to be less occupied.

Do not waste ad-spend to target locations where drivers are not going to be.

In an ideal world, you would take the money you cutback from your geotargeting budget and allocate it to your Facebook advertising budget.

Revise Your Truck Driver Recruiting Website

It is best practice to constantly revise your company website to optimize for truck driver recruiting.

You should delete outdated content from your website to make room for the new content you are creating. Also, conduct some keyword research and update your page titles and headers to boost your SEO rankings.

Finally, make sure your website is built to work well on mobile devices. More people than ever are accessing the web from a mobile device, especially drivers.

Reflect on Previous Year to Improve for the Next

Reflect on the previous year to utilize the Pareto Principle

The final thing you should do during this time is to conduct reflection sessions on what worked and did not work during the previous year.

Strategize with your colleagues about how you can all cut out the processes that were not producing results and focus on processes that do produce.

Remember the 80/20 rule. 80% of your results are produced by 20% percent of your actions. The holiday season is a great time to find the 20% of actions producing results.

Truck drivers are not applying for trucking jobs right now. The applications will pick back up in January so you need to be prepared. Follow these 5 steps to use the holiday season to win the new year.

6 Steps to Successfully Hiring Truck Drivers

Truck driver recruiting is a career that requires creativity, the ability to be a salesperson, and extreme dedication. Given the driver shortage and constantly changing industry, it is common for recruiters to feel like they have lost their “hiring touch”. If that sounds like you then follow this guide and you will reignite your hiring touch with the 6 Steps to Successfully Hiring Truck Drivers.

  1. Generate awareness with paid advertising
  2. Inform the driver with your website content
  3. Get the driver to apply for your company
  4. Call the driver ASAP after they apply
  5. Ensure the driver attends orientation
  6. Officially hire the driver

Two truck driver recruiters successfully hire a driver

Paid Advertising Generating Awareness

Launching a paid advertising campaign is the first step to hiring professional drivers. Paid advertising campaigns are the best way to generate awareness for your company within your desired driver demographic.

Paid advertising includes social media advertising, retargeting, geofencing, buying ads on Google, and much more. Each avenue of paid advertising works together to touch the driver during different use cases.

For example:

A driver may first come across one of your banner ads while they are surfing the web. This first touch doesn’t create much of an impact, but then while stopped at a truck stop a geotargeted ad pops up on the driver’s phone. They take more notice the second time but not enough to act.

Finally, while scrolling Facebook a driver testimonial comes across their feed. This interests the driver enough that they click on your Facebook page.

On your Facebook page, the driver consumes enough content they decide they want to learn even more about your company. So they go to visit your website.

It is important to note in this example that the driver never clicked directly on a paid advertisement to apply. Paid media rarely generates direct applications.

Instead, paid advertising is amazing at generating impressions for your company. In the example, the driver never would have known about the company if it were not for paid ads.

Website Content Informs Drivers

If your paid advertising campaign does what it is supposed to do, your website will be flooded with traffic. The majority of this traffic will be from drivers considering the idea of applying to drive for your company.

Think about the example above.

The driver in the example was exposed to enough paid advertisements that they took the next step and visited your website.

Now that they are on your website they still need to be convinced to apply to drive for your company. The reason they are on the site is to learn more.

Drivers are looking for content that tells them the logistics of the position (pay, route type, required certifications, etc.) and what it is like being an employee for your company.

The logistics of the position should all be covered in the job description. To show what it is like to be an employee for your company you need things like driver testimonials, write-ups on top-performing drivers, and messages from upper management on their views of the drivers.

Driver Submits an Application 

At this point, you have made the driver aware that you are hiring and informed them about your company’s driver experience.

Assuming the content did its job, the driver will click on your CTA and apply to drive for your company.

The most important thing with this step in the process is to make your application quick and easy to submit. A complicated application form can deter drivers from applying.

Job resume document out from laptop. Hands holding cv resume papers. Human resources management concept, searching professional staff, work. Found right resume.

Recruiter Calls the Driver ASAP

Just because the driver applies to your company does not mean they are completely sold on being employed by you. Plus, they are often applying to multiple companies at once.

If you take too long to call the driver, you are going to lose them to another company.

The odds of contacting a driver are 100 times higher if called in 5 minutes versus 30 minutes. The odds of qualifying a driver are 21 times higher if called in 5 minutes versus 30 minutes.

Use software like Zappier to notify you of the moment an application is submitted. The moment you receive the notification call the driver.

You are far more likely to get a hold of the driver, verify their credentials, and get them to commit to your company before another company does.

Recruiter gets the Driver Through Orientation 

Truck drivers are constantly being sent new job opportunities. They are in a position where their skills are in high demand.

It is very common for a driver to apply, accept a job offer, and then take a different job for another company before making it through orientation.

Truck driver recruiters can not lose contact with the driver once they get a commitment. It is up to the recruiter to do whatever it takes to get that driver through orientation and officially hired.

The Driver is Officially Hired

The final step in the recruiting process is officially sending the driver off on their first run for the company.

However,

The driver recruiter should never stop recruiting drivers hired.

Considering the driver shortage, there is no guarantee that a hired driver will last long with your company. Recruiters should take it on themselves to value the drivers and make them want to stay with the company over others.

Awareness, content consumption, application, direct contact, orientation, and officially hitting the road are the 6 steps to successfully hiring truck drivers. Keep in mind that it is rare for a driver to go through all 6 steps in order. Most people will go through steps 1-4 multiple times.

The Basics of Social Media Marketing for Trucking Companies

Social media marketing has become more popular than television advertising for businesses. However, there are not many resources that teach transportation companies how to market their company on social media. Follow this guide to learn the basics of social media marketing for trucking companies.

Start With Facebook and Expand to Other Platforms 

Facebook is by far the most useful social media platform for trucking companies. The platform provides carriers with the ability to post multiple forms of content that share the company’s story.

Other platforms (Instagram, Twitter,etc.) all specialize in one area of content. Instagram is for visual content. Twitter is for short-form written content. If you start on a platform other than Facebook then you will limit the amount of content you can create.

Here is the real benefit to Facebook:

Facebook is a top-three cost-per-hire driver recruiting strategy.

By effectively marketing your company on Facebook, you will attract quality drivers to apply for your company. Considering that over 96% of professional drivers have a Facebook account, the pool of drivers using Facebook will never run dry.

Truck drivers that are interested in working for your company, no matter where they are exposed to your company, will search for your company on Facebook. They want to know what it is like to work for you before they apply.

Facebook is the most important platform when it comes to social media marketing for trucking companies. Starting on the platform will enable you to effectively tell your company’s story and recruit truck drivers.

Hand holding a smartphone with Facebook pulled up

Build Your Company Page

Now that you have decided to begin your social media marketing campaign on Facebook, you need to build your company page. This is the page that drivers will land on when they search for your company.

Visit this link to get started building your page:

https://www.facebook.com/pages/create

Facebook does an excellent job of walking you through each step of the process. It will be clear what information is needed for the page and what content you need to publish.

However, certain strategies will further optimize your page.

To have an optimized Facebook page you need to keep things as simple as possible. Instead of describing your company in length with words, use pictures.

Keep your company description succinct and make sure that you link to your company website.

Join the Right Groups With Your Page

After you finish creating your company page you can join Facebook groups with your page. You do not need to join the groups with your personal account.

Go to the search feature on Facebook, type in “ trucking”, and filter to only see groups. You will quickly realize there are thousands of trucking-related groups across the country.

Go through all of the groups and join the ones that make sense for your company to join.

When you join a new group make sure to read the group rules so you can avoid being kicked out of any of the groups you join.

Creating Content for Social Media

For a more in-depth content creation guide check out this article: https://driveteks.com/guide-to-content-creation-for-driver-recruitment/

Content creation is what will motivate drivers to learn more about your company and potentially apply to drive for you.

You need to create content that people can read, photos/infographics, and videos. Creating different forms of content allows drivers to engage with your company any way they wish.

Not all of the content you create should be sales content. You need to create content that your target market will find interesting. Your content will lure people to your page and/or website where they will then consume your sales content.

Three cartoon women creating content

Gathering Followers

The more followers you have the better. Your published content will reach more eyes for free as your following grows.

As you publish your content keep track of which people are interacting with it. These are the people that will be most likely to follow you. You should reach out to them and encourage them to follow your page.

Another great way to grow your following is by highlighting individuals that work for or with your company in an occasional post. The individuals you highlight will want to share the post about themselves and will expose you to all of their friends.

Finally, you should ask your current employees to follow your company.

Paid Advertising 

Doing everything above will help your company get started on social media; however, to experience success you need to implement paid advertising.

Each of the social media platforms makes large sums of money from ad-buying. Because of this, their algorithms are built so that companies have a limited reach with free posting. They have built a product that requires paying for a large amount of exposure.

Paid advertising on social media is a complicated process. If you do not do it properly, your company will waste their money on an inefficient campaign. Done the right way, a paid advertising campaign will boost your web presence which increases site traffic and drive applications.

It is recommended you hire a professional to handle the campaign due to the complications of paid advertising.

Web marketing managers with gadgets working on paid search and SEO strategies, closeup of hands. SMM spesialists planning brand promotion budget, raising company awareness in social media

Social media marketing is a necessary element of any business marketing strategy. Trucking companies need to take a different approach than other industries because of the nature of the industry. Follow this guide and you will cover all the basics of social media marketing for trucking companies.