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.

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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.

7 Tricks to Social Media Marketing for Trucking Companies

Social media marketing can be one of the most beneficial forms of marketing for your company. The highest performing trucking companies have figured out that, when done properly, social media boosts recruiting and generates business. Follow these 7 tricks and you will be on your way to social media marketing for trucking companies.

7 Tricks to Social Media Marketing for Trucking Companies

  1. Develop a Strong Company Mission

  2. Spotlight Drivers and Customers

  3. Testimonials That Earn Trust

  4. Cross Platform Promotion

  5. Leverage Communities

  6. Specific Platforms Require Specific Posts

  7. Geofencing, Paid Media, and Other Tech

Word collage to social media marketing for trucking companies

Develop a Strong Company Mission

Having a strong and authentic company mission is one of the best ways for your messaging to strike a chord with your audience.

Another way to look at your company mission is to think of it as your “Why”. It is why you exist to do business. Potential clients or drivers with personal “Why’s” that align with your company “Why” become loyal supporters.

Once you have developed your company mission, broadcast it to all of your followers across all the social media platforms. And NEVER post something that contradicts your mission.

For example, C.R. England’s mission is,

“Our mission is to deliver excellence to our team members and customers.”

When you look at C.R. England’s social media accounts, they are constantly promoting their awards and overachieving team members. They make sure to go out of their way to make it appear as if working for/with C.R. England is the greatest thing since sliced bread.

Spotlight Drivers and Customers

Everybody loves to be acknowledged for their hard work. Each month your company needs to take one day to highlight a high performing driver. Once a quarter your company needs to take one day to highlight one of your clients.

Spotlighting drivers and customers helps your social presence in two major ways.

The first is that it makes your company come off as an enjoyable company to work with/for. Potential drivers will see your posts and want to work for someone who recognizes them. Potential clients will want to work with you because it looks like an enjoyable experience.

The second reason you must spotlight drivers and clients is because it broadens your audience. The drivers you spotlight will share your posts and everyone within their personal network will be exposed to your company. Your clients will also share your post about them which exposes you to all of their professional network.

Spotlighting your company’s drivers and clients attracts more people to work with you and expands your audience.

Testimonials That Earn Trust

Testimonials are one of the most influential pieces of content you can produce. It is one thing for the company to sing its own praises. But it is a completely different thing when other people sing the praises of your company.

Drivers do not fully trust employers; however, they really trust each other. Getting your drivers to discuss how much they enjoy working for you will go a long way in boosting your recruiting efforts.

Potential clients will not fully trust your sales people because they know they have ulterior motives. Seeing other companies talk about enjoying work with your company may be the final piece of content they need to trust your sales people.

icon of testimonial that earns trust

Cross Platform Promotion

Each of your social media accounts across all the platforms will have different followers. This can be used to your advantage.

Make it a common occurrence to mention your other accounts on each of the platforms you post on.

For example, you should be posting your Youtube videos to your Twitter account, and on Linkedin post about all the success you are seeing on Facebook.

Doing this will remind people that follow you on one account to go follow you elsewhere. This grows your followers on all platforms.

Leverage Communities on Social Media

One of the best things about social media is that it is filled with groups of people that match your target market. Before you have a single follower, you can post in these groups and reach the people you want to.

If you are looking to hire more drivers, there are groups dedicated specifically to that. If you are looking to connect with brokers, there are groups dedicated specifically to that. There are even social media groups that connect trucking recruiters with each other.

As you begin building your social presence, the first thing you should do is join groups within your target market. Interact with the people in this group and post meaningful content. This will help grow your social media following.

Specific Platforms Require Specific Posts

Creating content can be an exhausting task. Because of this, it is very tempting to post the same piece of content across all platforms.

Do NOT post the same content across all platforms. Each social media platform was built to highlight different types of posts.

Instagram is a very visual platform. Post more photos and videos here and less words. Linkedin on the other hand, is a great place for long form posts that establish your company as a thought leader.

Each time you go to post, make sure you are conscientious of the type of content you are publishing to which platform.

Geofencing, Paid Media, and Other Tech

It is possible to grow your social media presence organically; however, it takes a large amount of time and effort.

Properly using tools that cost little money can kick start your business’ social presence.

Geofencing will place ads for your company in front of people that are physically located in your desired area. PPC advertising will place your ads in front of the people that match your desired characteristics.

Pushpin on map that symbolizes geofencing for truck driver recruitment

In today’s world, social media marketing is a necessary element of good business. Social media is the best way to boost recruiting efforts and generate business. Improve your company’s social presence by following these 7 tricks to social media marketing for trucking companies.

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.

7 Strategies to Improve Driver Recruiting

Driver recruiting to fill your trucks

A carrier’s most valuable assets are their drivers. Companies that successfully recruit quality drivers in high quantities outperform the competition. Utilize these 7 strategies and your company will improve its driver recruiting.

1) Remove Tasks That Keep Recruiters From Recruiting

Driver recruitment is a demanding job. Assigning recruiters tasks outside of recruiting will keep them from devoting the necessary time needed to recruit.

Time spent planning orientation, running digital marketing campaigns, qualifying applicants, etc. is time away from recruiting. In order to maximize efficiency, recruiters need to focus all of their energy in three areas:

  • Calling fresh, pre-qualified, leads
  • Referral programs
  • Rehire programs

Recruiters wearing too many hats will produce sub-par results. Remove distractions so recruiters will focus solely on recruiting

2) Hire a Trucking Digital Agency

Digital recruitment generates a constant stream of fresh leads for your recruiters to contact. However, it has to be done properly. Your recruiters do not know how to run effective digital campaigns.

Also, a digital ad agency unfamiliar with the trucking industry will not succeed. Hire a digital ad agency that specializes in truck company marketing and driver recruitment. Specialty agencies will speak your language, have your interests at heart, and will know how to navigate recruitment road bumps.

Digital campaigns are more effective than outdated methods. The first place drivers go to find a new job is the internet. Run a digital campaign and drivers will see your posting when they look for a new job.

Another benefit to digital campaigns is everything is tracked. Agencies will use tools like Google Analytics and Search Console to see how each marketing platform (social media, ppc, remarketing,etc.) is performing. Tracking data also allows them to use A/B testing. They experiment with different images/messaging and see what variations produce the best results. Data driven decisions will generate campaigns focused on the most effective platforms using the most effective messaging.

Skilled agencies will be able to promote your job postings specifically to people who you want to see it. You will not waste a single cent on ads being placed in front of uninterested people. Digital campaigns are hyper focused.

3) Assign Primary Recruiting Responsibilities 

Assign your recruiters to recruit specific kinds of drivers. One recruiter needs to focus on drivers, one on owner operators, one on CDL students, etc.

Recruiters will take pride/ownership in the type of driver they are assigned.  Also, assigning drivers will assure your company has different drivers with diverse skill sets.

Instead of having a team of drivers with the same qualifications, your company will have a collection of different endorsements, O/Os, and rookie drivers.

In addition to assigning recruiters specific drivers to recruit, make sure recruiters are assigned specific channels. Driver applicants that slip through the cracks because a recruiter forgot to reach out to them is frustrating and costs the company money.

4) Train Recruiters to be Salespeople

Truck driver recruiting is a sales job. Recruiters are selling the idea of working for your company to driver applicants. If your recruiters are not properly trained in sales then they will struggle to recruit.

Recruiters need to be trained to utilize conversation techniques that discover why a driver would want to change jobs. After figuring out the “why” the recruiter can use that to sell the driver that working for your company will fix that why.

5) Shorten the Recruiting Cycle

The longer it takes from “hello” to contingent offer, the least qualified drivers you hire. Enable your recruiters to offer drivers a contingent offer on the first call. It is unnecessary for and inefficient to have a recruiter get clearance from a manager before making contingent offers.

Another way to shorten the recruiting cycle is to use a landing page that drivers can apply on. Drivers should click on your ads and be able to apply for the position without having to search through any tabs.

6) Inspire Drivers to Refer Your Company 

Getting drivers to refer your company to other drivers is a great way to bring on new talent. However, it can be difficult to get drivers to actually refer your company to their peers.

Oftentimes recruiters will implement an impersonal referral program. Recruiters will send out an email blast, or in a large meeting, ask all of the drivers at once to refer the company to their friends.

Ask drivers personally and privately for help. Doing so will lead the driver feeling like you are asking them for help, not asking the whole company at once. People are committed to people, not the company.

One strategy that produces results is pulling your top drivers into your office, asking them for help, and then giving the driver their own business cards. The driver will hand out their cards to people they meet on the road.

Do not forget to compensate drivers that refer qualified drivers.

7) Actively Recruit Potential Rehires

When a driver leaves your company for another, that does not mean they should never work for you again.

At the time the driver resigns have a company vote if they should be welcomed back. 30 days after the driver resignation, start sending them recruitment content. It is common for a driver to start a new position only to realize their former employer was a better situation.

Make sure to send out messaging to former drivers on December 1st. December 1st is the end of the busy season and drivers are starting to think about where they are going to work the following year.

Finally, announce company changes to former employees. Former drivers may have left because your company was not paying them enough, but they enjoyed everything else about your company. Letting former drivers know about the pay increase may motivate them to return to your company.

Improving the quality and quantity of drivers recruited will improve your company’s bottom line. Despite the driver shortage, your company should not settle for a lack of quality drivers. Follow these 7 strategies and bring in more qualified drivers.

This article based on Kelly Anderson’s webinar 10 Things to Improve Quality and Quantity of Drivers Recruited