Truck Driver Recruiting in a Post COVID World

The Coronavirus pandemic will come to an end at some point (… hopefully). However, the trucking industry will never go back to its pre-COVID state. So what will truck driver recruiting in a post COVID world look like?

Here is how driver recruiting will look like moving forward:

  • An Increased Driver Shortage 
  • Less in Person Recruiting 
  • Remote Driver Learning
  • Recruiting From Home
  • Tech Savviness Will Continue to Win

An Increased Driver Shortage

Thought the driver shortage was bad during the previous years?

Just wait until you see the numbers for the years that follow 2020/2021.

I am not sharing this message to simply scare you, but instead to warn you. I want you to have enough time to prepare for what is to come.

Before the Coronavirus Pandemic, when CDL schools were at full attendance, the industry was still short 60,000 truck drivers.

CDL school attendance dropped 50% in 2020.

For the start of the pandemic, CDL schools were not capable of admitting any new students. Once the schools figured how they could admit students again safely, they could not find any people that wanted to become drivers. People were not willing to drive across the country during a pandemic.

If we were short 60,000 pre-pandemic, think about how short we are going to be post-pandemic.

You need to be gearing up your efforts.

Less in Person Recruiting

Online job hunting Hands with computer reading employment ads

COVID-19 forced the entire country to recruit truck drivers online for some time. During this time many trucking companies realized how impactful digital recruiting can be.

The companies that realized how impactful recruiting truck drivers online is are going to keep investing heavily into this strategy. That means less money will be spent on recruiting drivers at in-person events.

In addition to companies spending less on in-person recruiting, drivers are now accustomed to being recruited online.

They are not going to want to travel long distances to attend recruiting events. Job hunting online is easier for truck drivers, and now that there are a lot of companies online, truckers have zero incentive to go to in-person events.

Remote Driver Learning 

If you hired drivers at any point in 2020 you probably were not able to bring the driver into your facility to conduct orientation. You had to find a way to get your drivers through orientation virtually.

This was a huge benefit for drivers. If a driver was in Nashville, they could accept a job and go through orientation in St. Louis. Orientation has become much less of a burden for truck drivers.

Moving forward post-pandemic you need to keep driver learning remote. Not only will it help with orientation, but you can also train drivers new skills while they are out on the road. You do not need to keep your drivers at your headquarters to train them.

Companies like Tenstreet and TruckRight offer trucking companies excellent remote learning management software.

Recruiting From Home

Do you love recruiting from home or do you hate it?

Either way, you can expect to continue to work from home going forward.

According to a survey conducted by Gartner, over 80% of company leaders plan to permit remote work after the pandemic.

Businesses have realized that employees are just as or more effective working at home compared to going into the office every day. Employees spend less time commuting to work, are more comfortable in their homes, and employees work more when they are at home.

If you are recruiting from home you need to make sure that you are getting the most out of your video interviews and effectively recruiting drivers on social media.

Back view of business woman talking to her colleagues about plan in video conference. Multiethnic business team using laptop for a online meeting in video call. Group of truck driver recruiters working from home

Tech Savviness Will Continue to Win

Before 2020 trucking companies could be successful despite not utilizing technology to its full capability.

Once COVID became a reality that was no longer the case. The trucking companies that best utilized their technology last year thrived. Trucking companies that were not able to adapt struggled.

This trend is going to continue in the post COVID world.

Prioritizing technology will allow your company to be more efficient, keep your trucks on the road, make everyone’s lives easier, and boost all-around performance.

It is rare that an event comes along and completely changes everything. COVID-19 is one of those events. Truck driver recruiting pre-pandemic will look entirely different than driver recruiting post-pandemic. Follow this guide and get prepared for success at truck driver recruiting in a post COVID world.

How to be a Great Truck Driver Recruiter

Truck driver recruiters are some of the most important people within their organizations. If they are ineffective at their job, the company will have trucks sitting “on the fence” and not on the road earning revenue. Follow these steps and you will know how to be a great truck driver recruiter.

  1. Master Your Process 
  2. Understand Social Media Marketing for Trucking Companies 
  3. Learn the Art of Persuasion 
  4. Stay Organized and Be Prepared 
  5. Stay in Touch With Potential Drivers
  6. Remain Transparent Through the Hiring Process

Truck driver recruiter grabs red wooden figure to symbolize making a new hire.

Master Your Process

You will not be able to efficiently hire truck drivers if you do not have your process mastered.

How are you going to reach out to recent applicants if you do not know where their information is kept? How can you hire a new driver if you do not know how to send them the necessary paperwork and make sure it is all properly filled out?

If you are reading this and have been working at the same company for a long period of time, this tip may feel like a waste of time. However, each company has a different process. It can be easy to overlook this step when you start a new position.

Mastering the entire process is equivalent to mastering the fundamentals of any sport.

Just like you can’t expect to lace them up on Sundays without first mastering the basics, you can not be a great driver recruiter without first mastering your hiring process.

Understand Social Media Marketing for Trucking Companies

Nearly 100% of all truck drivers in the country are members of social media. Effective social media marketing allows for your company to reach all of these drivers, build your company brand, and connect with other people in the industry.

Because social media is so effective at generating driver applicants and promoting your company, it is likely an integral part of your carrier’s strategy.

A great truck driver recruiter understands the fundamentals of social media marketing. They do this because they want to understand where the drivers are coming from, how the driver came to apply, and what is reasonably expectable from a campaign.

Even if you are not responsible for running social media campaigns, you should learn how campaigns work.

Learn the Art of Persuasion

The red figure of a person influences a crowd of people. Expressing your own opinion, turning to your side. Mastery of persuasion, propaganda, influence on the masses. Warming up the mood of the crowd

Truck driver recruiting is a sales position. The key to being successful at sales is learning how to persuade people to act.

You rarely come across a driver applicant that has fully committed to working for your company after applying.

Drivers need to be persuaded to drive for your company.

The driver shortage has created a world where truck drivers are fielding multiple offers at once. Where the driver decides to work comes down to which company is the most persuasive.

If you want to learn how to become more persuasive as a driver recruiter check out this article:

5 TIPS FOR DRIVER RECRUITERS TO BE MORE PERSUASIVE

Stay Organized and be Prepared 

Truck driver recruiting is a constant juggling act. If you are disorganized and/or unprepared you will miss out on opportunities to hire drivers for your company.

If you are organized you will be able to manage applications coming in from multiple lead sources, keep track of all the meetings you set up, and submit the necessary paperwork for each driver.

You need to be over-prepared for each interview with individual drivers. At the start of an interview, you may think a driver applied because they are interested in a pay raise, and then find out that they had a poor experience with previous management.

If you enter the interview only prepared to discuss how drivers are paid at your company, then you won’t be fully prepared to talk about company culture. Sure you could discuss it off the top of your head, but you won’t have all the content necessary to show off your company culture.

Staying organized and being prepared will make sure that you interact with as many drivers as you can and can answer all of their questions.

Stay in Touch With Potential Drivers 

The hiring process can be lengthy, especially if a driver is applying to multiple companies. You must stay in touch with drivers that are in your hiring process.

Every day, Monday through Friday, you need to contact all of your potential drivers.

When you contact drivers you should be checking in to see if you can help them in any way. The key is to stay on the driver’s mind.

Remembering to contact drivers every day can be challenging. Using a quality ATS will help you stay organized and make it easy to contact each driver.

Wooden man shows with hand text Stay In Touch concept on wooden block

Remain Transparent Through the Hiring Process

You need to be transparent with the truck driver through the entire hiring process. Do not over-promise the good aspects of your company and hide the bad aspects.

Be upfront with the drivers about possible areas of miscommunication and elements of the job the driver may not enjoy.

It may feel counterintuitive to share negative information with the driver, however, it actually builds trust between you and the driver. The transparency establishes that you are an honest person.

This does not mean that you should focus on the negatives. Share the things about the job that the driver may not like, but then show that the positives outweigh the negatives.

Truck drivers will be more likely to believe you on how great the position is if you are honest about some of the downsides.

Truck driver recruiters are essential to every trucking company in the country. Also, the better you are at driver recruiting the more money you will make. Follow this guide and you will know how to be a great truck driver recruiter.

How to be a Successful Driver Recruiter

At Driveteks, we have been working hand and hand with recruiters nationwide for 5 years now. This has given us an insight into what separates the bad from the good, and the good from the great. Follow this guide to learn how to be a successful driver recruiter.

5 Tips to be a Successful Driver Recruiter 

Successful driver recruiter hires a new driver

1) Get on the Phone ASAP

The most important step in successful recruitment relies on technology that has existed since 1876, phoning. There is a direct correlation between the rate at which recruiters are able to contact driver applicants via phone and recruitment success.

A study on phoning found two major conclusions: The odds of contacting a lead are 100 times higher if called in 5 minutes versus 30 minutes. The odds of qualifying a lead are 21 times higher if called in 5 minutes versus 30 minutes.

Drivers are applying to multiple companies at a time. This means that as soon as that driver hits “submit” on your application, you are in a race with everyone else.

Recruiters that develop a routine of calling driver applicants as soon as they apply will experience more success than the recruiter that is slow to call.

2) Stay in Contact

Once a successful recruiter makes contact with a driver applicant, they maintain that contact with the driver.

Recruiters that struggle with getting drivers through orientation often have a contact issue. Drivers are less likely to back out on a job offer, even if presented with a better option, if they have a relationship with the recruiter.

Whether you are contacting the driver applicant to inform them of a position update or checking in to see how the hiring process is going, there is always a reason to be in touch with applicants.

3) Interview for Culture, not Qualifications

Interviewing truck drivers needs to be less about the driver’s qualifications and more about the driver as a person. Successful recruiters learn everything they need to know about the driver’s qualifications from their application/resume.

In the interview, the successful recruiter focuses on if the applicant is a strong team fit. Focusing on the driver as a person, and hiring strong culture fits, will lead to a stronger retention rate.

Ask questions like these to get to know the applicant as a person:

  • What type of culture do you thrive in? (Does the response reflect your organizational culture?)
  • What’s your ideal workplace?
  • Why do you want to work here?
  • Tell me about a time when you worked with/for an organization where you felt you were not a strong culture fit. Why was it a bad fit?

A team with strong culture fits

4) Build and Maintain Strong Relationships 

Recruiters that are successful are aware that their job is more than simply hiring truck drivers. Recruiters are key contributors to their company’s retention rate.

By building and maintaining a strong relationship with drivers you hire, you are encouraging the drivers you hire to continue working for your company. Drivers are more likely to stay with a company where they feel like they are a part of a community.

In addition to improving retention, maintaining relationships will help you hire more drivers. Drivers that left your company for “greener pastures” often realize the grass is not always greener. When this happens, the driver will often return to work for your company if they have a strong relationship with the recruiter.

Also, drivers that like you, the recruiter, will refer their friends to you. The truck driving community is tight-knit, drivers often tell their friends about how great it is to work for their company.

5) Influence your company to build its Employer Brand

Quality drivers are well aware of the best and worst employers. Your company’s employer brand is the way that drivers perceive what it is like to work for you.

Even skilled truck driver recruiters will struggle to recruit drivers for a company that has a weak employer brand. Drivers will not want to work for you if they hear from their friends that your company does not value their drivers.

As the recruiter, you may not be able to build an employer brand by yourself. However, you do have a strong say within the company. You need to be advocating for your company to boost their employer brand.

The quickest way to improve employer brand is by offering higher driver pay and by responding to feedback from current/former drivers.

Where Successful Recruiters Find Truck Drivers

None of the tips above are helpful if you do not know where to find drivers. Finding drivers to recruit is the core of what you do as a recruiter.

In the past, one of the best places to find potential drivers was in-person recruitment events. However, those are no longer a possibility.

The best places to find drivers to hire are through digital marketing channels, social media, and employee referral programs.

Successful driver recruiter searching for drivers

A career as a truck driver recruiter is not an easy career. However, becoming a successful recruiter is fulfilling and rewarding. Follow these tips and you can learn how to become a successful driver recruiter.

How to Create a Trucking Recruiting Website

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? 

Team of cartoon people work to create trucking 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.

An example of a site that shows the "Apply Now" link on the home page.

Well Designed Landing Page

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.

Good example of a strong 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.

Mobile-Friendly

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)

Well done 'About Us' tab.
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.

Content Content Content

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.

Example of a dead end thank you page after application is submitted.

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.

Automatic Sound/Videos

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.

Essential Elements of a Digital Driver Recruitment Campaign

Word visual of all elements involved with digital recruitment. Words are sprawled out over work desk.Thanks to COVID-19 a large portion of the globe is working from home. Traditional driver recruitment methods, like job fairs, have been cancelled. However, the need for quality drivers has never been higher. Digital driver recruitment is your best option. Here are the essential elements of a digital driver recruitment campaign. Implement these into your digital campaigns for maximum results.

Interacting and Building a Presence on Social Media

Truckers are very active on all social media platforms, especially Facebook. Facebook’s group features enable drivers from across the country to connect with each other. Groups also enable recruiters to connect with drivers. Meet customers (in this case potential drivers) where they are. Be active in these groups and sell potential drivers on working for your company.

Social media is used by drivers to research potential employers. Drivers will look up your company on all social media platforms if they are considering working with you. This is an excellent opportunity to showcase how great your company is. Post photos of your company picnic, positive driver testimonials, and content from regular day-to-day interactions. These posts will make potential drivers want to work for you.

Make Your Content Driver Friendly With Mobile First Design

Every piece of content released by your company must be easily accessed on a mobile device. Drivers are not in front of a computer often. They do their web surfing from their smartphones or tablets.

Content that must be designed for mobile devices include: company website, landing pages, any ads your company runs, and all emails sent to drivers.

Pay-Per-Click Advertisements to Generate Awareness

For a fee, platforms like Google, Facebook, and Indeed will place your job advertisements right in front of the people you want to see them. Your company is only charged the fee every time a driver clicks on your ad.

Paid search ads have a click through rate of roughly 3.75% and display ads are around 0.77%. PPC advertising will not generate huge numbers of applicants. But, it is an excellent tool for generating awareness for your company.

Search Engine Optimization Generates Applicants

PPC advertising may have a low click through rate, Search engine optimization is the opposite. Ranking number one for a Google search result has an average click through rate of 31.7%. If your company ranks high for common trucker searches then you will generate a large number of site visits. Site visits turn into applicants.

Focus on the SEO Three and you will increase your ranking over time. The SEO Three consists of: content, technical, and links. Your company needs to create engaging content, have a technically sound site, and find ways to get other sites to link back to your site.

Website Design is Your Company’s First Impression

Drivers are going to research your company if they are considering applying for one of your available positions. They will visit your site. A poor quality site will give the first impression that your company is not professional. Professional quality sites will create a first impression that sells drivers on working for your company.

Landing pages are a critical part of your website. The page that drivers land on when they click on one of your ads or emails is the landing page. A well designed landing page will excite the driver and have a strong call to action. A call to action is going to be what gets drivers to apply.

Technical Strategies Provide Key Insights and Hyper-Focus

Digital driver recruitment campaigns need a technical strategy. Tools like Google Analytics will show you where your site traffic is coming from. Use this data to gain key insights that guide your digital recruitment strategy.

In addition to providing data driven insights, there are technical marketing strategies you need to be using. These strategies enable your campaigns to hyper focus on your desired niche market. Geofencing, for example, will allow you to only show your job advertisements to drivers in a specific area. Retargeting is another technical strategy that will show your ads to anyone who has visited your website.

Email Lists Connect Your Company to Interested Drivers

Starting building an email list of every driver that is ever shown any interest in your job postings. Include former drivers that you would like to rejoin your company. Platforms like MailChimp will help you organize your email list, design emails, and send them out to everyone.

Emails need to be eye catching and informative. Do not overwhelm the reader with too much text. Some great things to include in an email campaign are: pictures of happy employees, testimonials, company achievements, profiles on high performing drivers, and messages from upper management.

For the near future, in-person driver recruitment is not possible. However, drivers are in higher demand because of the pandemic. Take advantage of this unique opportunity to begin digital driver recruitment, and make sure to use the essential elements.

How to Lead Your Truck Company in a Volatile Market

"Turmoil" runs across a stock ticker. All stocks are down.

The first quarter of 2020 has been filled with ups and downs. January started with the DJIA reaching all time highs, followed by a crash. The Coronavirus has hurt carriers that focus on transporting goods shipped in from China, but it has helped carriers that supply grocery stores. Russia and Saudi Arabia embarked on an oil war which will lower fuel prices for carriers but potentially harm the industry in the long run. Throw in an upcoming presidential election and the future will be filled with ups and downs. Here is how to successfully lead your truck company in a volatile market.

Plan for Contingencies by Playing ‘Kill the Company”

Volatile markets crush companies by following record highs with crippling lows. Companies that are not prepared for the lows crumble.

Start making a contingency plan by analyzing your company’s weak points. ‘Kill the Company’ is a great exercise that highlights your company’s weak points. Gather the leaders of your company and tell them to pretend to be the company’s number one competition for the next three minutes. Their goal is to come up with a plan to put your company out of business.

Knowing your weaknesses will shine a light on the factors that could be catastrophic. Build a plan that will get your company through the worst of times.

Build up Your Capital Reserves During the High Points

Capital reserves are like a savings account for your company. Use the upswings in a volatile market as an opportunity to build up your company’s capital reserves. Building up capital reserves will enable you to fund contingency plans or pay for essential costs, like salaries, when the company stumbles in a market crash.

Be Aggressive With Payment Collections

Volatile markets are not the time to be relaxed with payment collections. Money will be tight for everyone. Companies that owe you money will try to hold on to their cash during the downswings and wait for the upswings to pay you.

The best way to improve cash collections is to communicate with your clients frequently and to make it as easy as possible for them to pay. Starting five days before the bill is due you need to be on the phone with clients reminding them to pay you. Call them on the due date and then every day after that until they pay. An online system is the easiest way to accept payment. Enable clients to pay you from their computer by using tools such as Quickbooks

Setup Alternative Sources of Income

It is good business practice to set up as many revenue streams as possible. Doing so will mitigate risks. Having multiple sources of income will help the company survive while its main revenue source is struggling.

One common way for a trucking company to earn extra revenue is to sublease a portion of its warehouse. Subleasing to another company will generate a monthly income that helps cover your fixed costs.

Do Not Layoff Drivers to Save Money

Companies will turn to layoffs in order to save money in a struggling market. However, this leads to the quality of service you offer to suffer.

Building up your capital reserves and establishing multiple revenue streams will provide your company the money it needs to keep its staff. Ideally, it would also provide the funds to hire the top drivers that other companies laid off.

Keeping your staff intact will ensure you continue to provide great service through tough times. This will earn the loyalty of your current clients and help you gain even more business from companies that are disgruntled by their current carrier.

Take Advantage of Competition Slowdown and Continue to Market

According to the Small Business Administration,

“Savvy marketers can boost sales and market share, even if the industry in which they compete is in a slump.”

The competition that is not prepared for a volatile market will be forced to slash their marketing budget. Using your capital reserves, your company can fund marketing campaigns that capture more of the market.

Include Employees in Implementing Policy Changes 

Volatile markets will force your company to implement policy changes. You must involve your employees in these changes. Doing so will generate a sense of team and ownership in the changes.

Trying to force policy changes on employees will create a sense of rebellion. Turbulent times require your team to come together and overcome adversity. Employees turning on the company will magnify every issue the company faces.

Volatile markets separate the great companies from the not so great companies. If you do not know how to lead your truck company in a volatile market, your company will struggle mightily. However, choose your next steps wisely and you will come out of these difficult times on top.

6 Tips For a Successful Digital Driver Recruitment Campaign

Digital recruitment campaign graphic

57% of the world’s population are active internet users. The internet has changed nearly every aspect of our lives. Because of this, it makes sense that recruitment campaigns are becoming more web based. Companies are shifting from print media and career fairs to digital driver recruitment campaigns. Digital driver recruitment campaigns are more efficient than the old methods and they provide a higher ROI. Here are 6 tips for a successful digital driver recruitment campaign.

1) Create Relevant and Engaging Content

Prior to publishing any recruitment content you need to decide who your ideal candidates are. Are you hiring for diversity? Are you in need of a driver with specific endorsements? Do you want to hire team drivers? Use these answers to guide what type of content you create. For example, if you are wanting to hire team drivers you must use images of team drivers in your ads.

2) Be Active in Trucking Social Media Groups

Facebook and Linkedin have hundreds of groups dedicated to connecting drivers with recruiters. Being active and establishing a presence within these groups is an excellent way to find new drivers. However, it is important to note that there is a lot of competition in these groups. Drivers are bombarded with job opportunities from recruiters. Standing out from all the other job postings in these groups can be a challenge. It is important to be active in these groups but do not put all of your eggs in this basket.

3) Build Your Reputation as a Company That Prioritizes Drivers

Drivers talk with each other constantly about the companies they work for. Your company will be discussed online between drivers. If your company prioritizes its drivers, word will spread. On the flip side, drivers will know if your company does not prioritize its drivers. By building a reputation as a company that prioritizes drivers, applicants will keep an eye out for your job postings. Build a reputation as a company that prioritizes its drivers by incorporating trust into the hiring process and using effective retention strategies.

4) Use Tools That Screen Out Unqualified Applicants

Implementing a digital recruitment campaign allows you to use digital tools that streamline the process. Programs like Zapier or ZipRecruiter filters make it so that you never have to see any applicants that do not meet your requirements. Recruiters do not need to waste their time with unqualified driver applicants when digital recruitment campaigns are used.

5) Geo-Target Drivers in Your Hiring Region

Geo-targeting  enables you to send ads to drivers in specific regions. Do not waste your time sorting through applicants from outside your hiring region. Digital recruitment campaigns will only be seen by potential drivers within your hiring region. Another advantage to geo-targeting is that you can send ads to areas that you know drivers will be. You can target truck stops, driver conventions, CDL schools, etc.

6) Design a Landing Page That Encourages Drivers to Apply

A well designed landing page is essential for any digital recruitment campaign. Even well crafted and placed ads will not generate applicants if the ad is not linked to a landing page. Drivers do not want to click on an ad that takes them to the homepage of your company’s website. An ad should link to a landing page that sells the driver on working for your company and allows the driver to apply on the page. According to Kelly Anderson, shortening the recruiting cycle will lead to more quality drivers applying for your positions.

Digital driver recruitment campaigns can be a daunting task. If you do not know what you are doing then you will see poor results and feel as if you wasted time and money. However, follow these tips to start seeing positive results. Digital driver recruitment campaigns will become your go to recruitment strategy.

Building a High Performance Team of Drivers

The difference between success and failure is teamwork. The strongest teams will consistently outperform expectations and overcome adversity. Weak teams will trip over the smallest of hurdles and cost the company money. Recruiters are responsible for putting together a high performing team of drivers. Keep reading to learn how to build a high performance team.

Don’t Hire Good Drivers, Hire Great Drivers

High performance team celebrates together.The 2019 ATA Driver Shortage Report predicts that the shortage could reach 160,000 drivers by 2028. However, the Bureau of Labor Statistics claims that there is no shortage, but instead high turnover creates a perceived shortage. Either way, both studies pressure recruiters to hire any qualified driver that applies.

That is not what you should do to build a high performance team. Yes qualifications are important, but they are only part of hiring the right driver for your company. Ideal candidates will show a commitment to their career.

Hire applicants that stay with companies for long periods of time. Avoid applicants that have a history of changing companies like they change clothes. Drivers that have a track record of switching companies frequently will not hesitate to leave your team for a higher paying job elsewhere.

Hire drivers that fit well within your company’s culture. Ask the applicant how they deal with their current co-workers/managers. Avoid drivers that speak poorly on their current colleagues, they will do the same to your team.

One negative team member can ruin the entire team’s morale. Recruiters that take the time to hire drivers that are qualified, committed, culture fits, and have a positive attitude will have the right pieces in place to form a high performance team.

Unite the Team by Focusing on Goals

Gather the team together and brainstorm a list of goals that you want to achieve together. Involving the drivers in this process will develop a sense of ownership. Reaching the goals will become a point of pride for the drivers. Drivers that want to reach their goals will be inspired and motivated. Opposed to drivers that feel forced will perform reluctantly. A team that comes up with the goals together will work as a team to achieve the goals.

Offer Advancement Opportunities

Drivers may not perform at a high level if they believe they are in a dead-end job. Most drivers want to advance in their career and improve their craft. Sites like CDL Training Spot are dedicated to teaching drivers strategies that make them better drivers. If the drivers you hire can see a career path ahead of them, they will be more motivated team members. Obtaining more endorsements or moving up to management will motivate some drivers. Others may find it appealing to move laterally into a position where they do something different. Keep an eye on your team and provide the resources they need to make the career moves they desire.

Individual Motivation Strategies

A one-size-fits-all approach to motivation does not work. Some drivers want to be checked in on constantly and reminded of the goals. Others want more autonomy in their work and relent the idea of having their hand held by the boss. In times of stress, certain team members respond strongly to a kick in the pants while others will crumble from the pressure. Think of the best sports coaches throughout history, they do not treat every player on the team the same way. Effective team leaders are aware of how different team members respond to different motivators. As you lead your team of drivers, do your best to inspire each of them in a way they will respond positively to.

A high performance team of drivers is the best asset a trucking company can have. High performance teams will improve your company’s retention rate and help avoid having to deal with idle trucks. A recruiter that hires great drivers, unites through goals, offers advancements, and motivates individuals will succeed at building a high performance driving team.

You Need a Well Designed Recruitment Landing Page

One of the key messages that Driveteks conveys is the importance of your company’s web presence. Last week I watched Latest Techniques for Finding & Recruiting Truck Drivers,a webinar by Kelly Anderson and Matt Lee, and in it they discussed how important it is to have a well designed recruitment landing page. Boost your recruitment efforts with a well designed landing page. A landing page is the section of a website accessed by clicking a link on another web page. During your recruitment campaigns, the link you provide on your job posts will take applicants to your recruitment landing page. Implementing a well designed landing page will create a great first impression with applicants, provide the necessary information, and increase the number of applicants.

Team building a well designed landing page together

Nail Your First Impressions

The first thing drivers will do if interested in your job posting is click on the link to your website. That recruitment landing page is the first interaction your company has with potential drivers. Studies show that your landing page has 50 milliseconds to make a good first impression.

Driver applicants are going to click on your link, visit your landing page, and before reading a single word, make a judgement about your company based on the design of the page.

A well designed landing page will look good on a computer screen and a mobile device. If applicants are having a poor experience on your landing page then your recruiters are fighting an uphill battle.

Drivers that are impressed by your landing page will become excited about the possibility of working for your company. They will be happy to work with your recruiters. In some cases, a powerful landing page can inspire driver applicants to contact you about open positions!

The best way to ensure your company has a well designed landing page is by working with a design agency (preferably one that specializes in design for truck driver recruiting).

Provide Applicants With Information That Sells The Company

Few things are more annoying to a potential applicant than when they look for information beyond the job posting and they are unable to find any. The recruitment landing page is the ideal place to provide all of the position specific information an applicant may need.

Provide details such as pay, benefits, routes, etc., but also include information that will sell the applicant on the position. Include photos that show off where the driver will be based out of, the truck they may be driving, and employees that are happy to be at work.

Positive testimonials from current/former employees are another great source of information that will sell applicants on working for your company.

Place yourself in the drivers shoes, would you rather apply for a company that a) has a malfunctioning website b) shares basic facts about the position c) shares the basics along with high quality photos, a video, and strong testimonials?

Recruit like a marketer and implement a landing page that shares exciting information with driver applicants.

Watch as the Number of Applicants Climb

Drivers will research a company and position before they apply. If drivers have a strong first impression consuming information that sells the company then they are more likely to apply. The recruitment landing page will get the driver excited about the company. Then a carefully placed ‘call to action’ will encourage them to apply. Driveteks built a new website, including a recruitment landing page, for Nagle Trucks and this is what they had to say,

“Using Driveteks changed the way we utilize our website as a business and recruitment tool. Our website went from a site to store information to a tool for our business development and recruitment process. We went from having 1-3 candidates a week to 25-30 candidates a week.”

A well designed website and recruitment landing page drastically increased the number of applicants Nagle was receiving.

In today’s recruiting landscape, digital strategies are becoming more and more important. The recruitment landing page is one of the most critical elements to any recruiting campaign. A well designed recruitment landing page will create positive first impressions, share information that sells the position/company, and increases the number of applicants your job postings receive.

Improving Driver Recruitment With a Faster Response Time

Digital marketing tools like geofencing, social media, SEO, etc. have enabled trucking companies to generate more applicants than ever before. However, the most important step in executing a successful campaign relies on technology that has existed since 1876, phoning. The rate at which recruiters are able to contact driver applicants has a direct correlation with improving your driver recruitment.

Slow Response Times Kill Your Recruitment Efforts

Forbes conducted a study of 10,000 businesses across multiple professions to see how effective they were at contacting internet leads and measure the results of contacting the leads.

On average it took businesses 46 hours and 53 minutes to pick up the phone to call a lead. Sales reps only attempted to get a hold of the lead 1.3 times before moving on. The study found that 71% of the leads generated were being wasted due to the slow response time.

One study conducted by Dr. James Oldroyd found some eye opening results:

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

The moment a driver submits an application to drive for your company, a recruiter needs to be calling them. Every second that ticks by where a recruiter has not called the applicant the odds of hiring that driver diminish.

How A Quick Response Time Will Improve Campaigns

Think back to two days ago and I bet that you will struggle to remember everything that you did that day, let alone all the websites you visited. Drivers are the exact same way.

If your recruiters are taking the average amount of time (46 hours and 53 minutes) to call driver applicants, then chances are the applicant has forgotten about your company.

The applicant may remember applying for the position. However, they will have forgotten the information that made them want to apply.

By calling immediately after application the driver will still have all of your information fresh on their mind.

Also, a quick response time generates a “Wow Effect” with applicants. Place yourself in the driver’s shoes for a moment. You have applied to five trucking companies that are all claiming to value their drivers and take care of them more than the competition.

Four of the five companies take two days to call you about your application. One company called you within five minutes of submitting the application. Which company would you feel like wants you the most?

Applicants that receive a call immediately after submitting their application exhibit an emotional response. That emotional response creates a feeling like, “this is a company that truly wants me to be a part of their team.”

Tips for Decreasing Your Response Time

Hand starts stop watch to measure response time

Now that it has been proven how critical a fast response time is, you are now probably wanting to place a response system within your company to improve your response time. Here are some tips to help you:

  • Track your team’s response time: If you are not already tracking your response time then you must begin. This will give you a baseline to work from and enable you to prove you have made improvements to your response time.
  • Set goals: The ultimate goal for your team should be to respond in under five minutes of an application being submitted. However, if your response time is two days then it is unrealistic to expect your team to begin responding within five minutes. Start by trying to get the average response time down to one day, then twelve hours. Slowly work your way down to five minutes and then let your team know that five minutes is the expectation going forward.
  • Automation: Using a tool like Callingly to automate the response process is a sure way to improve response time. Callingly integrates with your website and will call your team as soon as a new lead comes in, routing the lead based on territory and schedule.

A fast response time is an essential element to any recruitment campaign. Slow response times are causing your recruitment campaigns to not be as successful as possible. By improving your response time you are bound to see more success with all of your recruitment campaigns.