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?
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.
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.
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.
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)
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.
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.
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.
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.