It is no secret that truck drivers love social media. However, just because they are on social media does not mean they are easy to reach. Here is how to attract truck drivers on social media.
- Create Different Content for Different Platforms
- Utilize Groups to Reach Your Target Audience
- Spotlight Your Top Performing Drivers
- Respond Quickly to Inquiries
- Invite Followers to Visit Your Website
Create Different Content for Different Platforms
Truck driver’s behavior varies depending on the platform they are using. For example, on Facebook drivers are switching between reading, looking at photos, and watching videos. Because of this, the videos they watch are usually silent with subtitles.
TikTok on the other hand is dedicated solely to videos so drivers always have their sound on when using the platform.
Knowing how user behavior varies across platforms, you need to make content that satisfies those behaviors.
You need to be creating the following pieces of content:
- Extensive written content
- Short-form written content
- Professional quality photographs
- Professional videos
- Videos edited to be 45 seconds or less
If you want to learn more about creating content check out the Guide to Content Creation for Driver Recruitment.
Utilize Groups to Reach Your Target Audience
If you are getting started on social media it can feel quite daunting to build a following.
It can feel like a chicken and the egg situation. To get followers you need people to see your content, but for people to see your content you need followers. Seems impossible right?
Once you find the groups best suited for your company, you need to get active in the groups. Do not simply post your content and leave. Engage the drivers in conversation.
You can engage in conversations by commenting on other people’s posts, posting questions, and sharing other useful content.
Participating in the groups will get truck drivers to notice your company, and if they like you they will follow you. Eventually, they may apply to work for you.
Spotlight Your Top Performing Drivers
Taking the time to spotlight your top-performing drivers accomplishes a few goals for your social media presence.
The first thing it does for you is help attract truck drivers to your account. When you spotlight your top drivers, the driver who is being celebrated will share that post with their network. Truck drivers are friends with other drivers, so drivers not following you will be exposed to your account via the spotlight post.
As more drivers start following you and seeing these spotlight posts, more drivers will want to work for you. Your company will be perceived as one that truly values its drivers. Quality truck drivers want to work for a carrier that appreciates their hard work.
In addition to attracting new CDL drivers to your company, spotlight posts keep your current employees attracted to working for you. Your drivers will want to keep working for an employer that celebrates them.
Respond Quickly to Inquiries
As you attract people to follow your social media accounts, new followers will begin reaching out to learn more about your company.
Respond to these inquiries as quickly as possible. Doing so will capitalize on the excitement from a potential driver.
Research shows that 71% of people that experience positive social care are likely to recommend the company to others. A fast and helpful response not only boosts your relationship with the driver inquiring but can help you build relationships with other drivers.
Invite Followers to Your Website
Yes, it is great to build up the number of truck drivers that follow you. But you don’t want them to only follow your account, you want to hire them!
One way to begin converting followers into drivers is to invite them to visit your trucking website. At your website, drivers will begin interacting with your extended recruiting content.
Your recruiting content should share with the driver what it is like to be an employee for the company. This includes things like company culture, driver benefits/pay, type of routes offered to drivers, etc.
Getting the driver to visit your site does not guarantee an application. However, it keeps your company in the mind of drivers. When those drivers are ready for a new position they will first think to apply to your company.
Learning how to attract truck drivers on social media will significantly improve your company’s hiring efforts. Stick to these tips and you will start building up your company’s following on social media.