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 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 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.
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.
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.
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.
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.
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.
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.
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.