The Basics of Social Media Marketing for Trucking Companies

Social media marketing has become more popular than television advertising for businesses. However, there are not many resources that teach transportation companies how to market their company on social media. Follow this guide to learn the basics of social media marketing for trucking companies.

Start With Facebook and Expand to Other Platforms 

Facebook is by far the most useful social media platform for trucking companies. The platform provides carriers with the ability to post multiple forms of content that share the company’s story.

Other platforms (Instagram, Twitter,etc.) all specialize in one area of content. Instagram is for visual content. Twitter is for short-form written content. If you start on a platform other than Facebook then you will limit the amount of content you can create.

Here is the real benefit to Facebook:

Facebook is a top-three cost-per-hire driver recruiting strategy.

By effectively marketing your company on Facebook, you will attract quality drivers to apply for your company. Considering that over 96% of professional drivers have a Facebook account, the pool of drivers using Facebook will never run dry.

Truck drivers that are interested in working for your company, no matter where they are exposed to your company, will search for your company on Facebook. They want to know what it is like to work for you before they apply.

Facebook is the most important platform when it comes to social media marketing for trucking companies. Starting on the platform will enable you to effectively tell your company’s story and recruit truck drivers.

Hand holding a smartphone with Facebook pulled up

Build Your Company Page

Now that you have decided to begin your social media marketing campaign on Facebook, you need to build your company page. This is the page that drivers will land on when they search for your company.

Visit this link to get started building your page:

https://www.facebook.com/pages/create

Facebook does an excellent job of walking you through each step of the process. It will be clear what information is needed for the page and what content you need to publish.

However, certain strategies will further optimize your page.

To have an optimized Facebook page you need to keep things as simple as possible. Instead of describing your company in length with words, use pictures.

Keep your company description succinct and make sure that you link to your company website.

Join the Right Groups With Your Page

After you finish creating your company page you can join Facebook groups with your page. You do not need to join the groups with your personal account.

Go to the search feature on Facebook, type in “ trucking”, and filter to only see groups. You will quickly realize there are thousands of trucking-related groups across the country.

Go through all of the groups and join the ones that make sense for your company to join.

When you join a new group make sure to read the group rules so you can avoid being kicked out of any of the groups you join.

Creating Content for Social Media

For a more in-depth content creation guide check out this article: https://driveteks.com/guide-to-content-creation-for-driver-recruitment/

Content creation is what will motivate drivers to learn more about your company and potentially apply to drive for you.

You need to create content that people can read, photos/infographics, and videos. Creating different forms of content allows drivers to engage with your company any way they wish.

Not all of the content you create should be sales content. You need to create content that your target market will find interesting. Your content will lure people to your page and/or website where they will then consume your sales content.

Three cartoon women creating content

Gathering Followers

The more followers you have the better. Your published content will reach more eyes for free as your following grows.

As you publish your content keep track of which people are interacting with it. These are the people that will be most likely to follow you. You should reach out to them and encourage them to follow your page.

Another great way to grow your following is by highlighting individuals that work for or with your company in an occasional post. The individuals you highlight will want to share the post about themselves and will expose you to all of their friends.

Finally, you should ask your current employees to follow your company.

Paid Advertising 

Doing everything above will help your company get started on social media; however, to experience success you need to implement paid advertising.

Each of the social media platforms makes large sums of money from ad-buying. Because of this, their algorithms are built so that companies have a limited reach with free posting. They have built a product that requires paying for a large amount of exposure.

Paid advertising on social media is a complicated process. If you do not do it properly, your company will waste their money on an inefficient campaign. Done the right way, a paid advertising campaign will boost your web presence which increases site traffic and drive applications.

It is recommended you hire a professional to handle the campaign due to the complications of paid advertising.

Web marketing managers with gadgets working on paid search and SEO strategies, closeup of hands. SMM spesialists planning brand promotion budget, raising company awareness in social media

Social media marketing is a necessary element of any business marketing strategy. Trucking companies need to take a different approach than other industries because of the nature of the industry. Follow this guide and you will cover all the basics of social media marketing for trucking companies.

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.

5 Tips for the Best Trucking Website Design

Having a strong trucking website design is mandatory for recruiting quality truck drivers and generating business. Your company’s website is the first interaction drivers and customers have with your company. First impressions matter! Follow these 5 tips to ensure that your company has the best trucking website design.

Top 5 Tips for the Best Trucking Website Design

  1. Avoid Clutter

  2. Repeat Your Main Message

  3. CTAs Throughout Your Website

  4. Mobile First Design

  5. Easy to Digest Content

magnifying glass searching for the best trucking web design

You Must Avoid Clutter!

Keep it simple stupid. Nothing turns away site visitors like a cluttered home page. Visitors should be able to instantly know your company’s main mission. Sometimes your mission may be hiring drivers, other times it is promoting business.

You only have 50 milliseconds to nail your first impression with site visitors.

Site visitors will be able to process your message better the less they have to read, click on, or watch. Images and videos are excellent pieces of content, but not when they are overwhelming.

Each page of your site should have only a couple high end images and any videos need to serve a purpose. Do not put videos on your site for the sake of having a video.

Having a strong heading structure will make it so that visitors will be able to skim any writing on your website and understand the gist of what you are saying.

Be Redundant… Tastefully

Your main goal is displayed loud and proud on your home page. Now what?

As visitors interact with your website and scroll through different pages they will forget about that main goal.

For example, if your main goal is to recruit more drivers you would say that right on the homepage for drivers to see. Then as the drivers click through your site to learn more about your company they will forget to to apply by the time something else grabs their attention.

This can be avoided if you are strategically redundant.

Each page of your website needs to have a call back to your main goal. This will ensure that site visitors do not forget about that goal and they will be far more likely to act in favor of that goal.

Calls to Action Littered Everywhere 

Call to action symbol

The call to action is where you reach your handout and invite the site visitor to act in a way that benefits your main goal.

Most websites have a call to action at the top of each page, which is good but not best. In order to maximize on your website, you need to sprinkle your CTAs throughout your site.

Spreading CTAs throughout the pages on your site gives the site visitor more opportunities to act. Placing only one CTA at the top of a page is asking for the site visitor to act before you have convinced them to do so.

However, having CTAs littered throughout allows the site visitor to click on the CTA the moment they are convinced to do so. They do not have to scroll throughout the site to find the CTA again.

Mobile First Design

The majority of people that visit your site will be doing so on their mobile device. Studies have found that in the second quarter of 2020, mobile devices (excluding tablets) accounted for 51.53% of global website traffic.

Mobile users on the web have become so prominent that Google now crawls your site for mobile usability first before desktop usability.

Your website must be designed to be easily navigable from a smartphone. Doing so will make your site more accessible which increases the amount of traffic you receive. More traffic leads to more driver applications and more business.

Easy to Digest Content

Content is king. It is the best way for carriers to build relationships with potential drivers and customers.

The reason that people visit your website is because they have questions about your company that they want answered. Easy to digest content is the best way for your company to answer those questions.

Plus, well curated content will be shared on social media platforms and generate awareness for your company.

Your website should be filled with short videos, well written blog content, and info graphics.

Content is King

The website is oftentimes your first impression, and the first impression is the most important. Having the best trucking website design compared to your competition will lead to your company hiring more drivers and booking more business.

How to Hire for Long Term Retention

Retaining truck drivers does not start once a driver is officially an employee. It starts before you hire them. Follow this guide to hire for long term retention.

Hiring any able-bodied driver is counterproductive and may cost your company money. It costs on average $8,000 to hire a new driver, hiring people who you do not envision being with your company long term is expensive.

Culture-Driven Hiring

Have your company establish what personality traits best thrive within the company’s culture. Defining an organizational culture takes many forms. Some companies choose to bring in outside consulting and others conduct staff-driven discussions.

Once you have decided the culture, you need to go out of your way to hire drivers that are cultural fits. A study from the University Iowa found that employees who fit the company culture have greater job satisfaction, are more likely to remain with the organization, and perform at a higher level.

Establish your culture, communicate that with everyone you interview, and hire the drivers that match the culture. Doing this will get your company high performing drivers that stay long term.

Asking the Right Questions 

Get past surface level questions. Ask questions that demonstrate the candidates abilities and who they are as a person.

The mistake that many companies make is rushing the interview process. They will gauge an applicant based on a brief phone call and a background check.

When you are interviewing potential drivers take the time to probe and dig deeper. The conversation should not stop at the applicant’s first answer. Ask follow up questions that get to the root of the applicant’s answer.

Here are some questions from the Harvard Business Review that assess culture fit:

  • 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?

Image depicts "retention" on a road to symbolize truck drivers

Paint Your Company in the Correct Light

The natural response for many driver recruiters is to paint their company in the best light. However, this is actually counterproductive.

Driver candidates need to have a realistic understanding of what they are signing up for. They need to know about the job, organization, culture, management, and their peers.

Recruiters also need to be proactive in disclosing the less appealing aspects of the position. The drivers need to know about the long hours and difficult routes they are signing up for.

A famous example of using the difficulties of a position to recruit is Ernest Shackleton’s ad in the paper. In the ad he said:

Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success.

Shackleton’s crew was not taken off guard by the harsh conditions because they knew what they were signing up for from the beginning.

Over-promising how great your company is to the driver will ultimately lead them to feeling misled. Drives that feel misled are more likely to leave.

Having retention in mind from the very beginning of the hiring process will pay dividends in the long run. The drivers you hire will be more satisfied, less likely to leave, and perform better. To do this implement culture driven hiring, ask the right questions, and accurately portray your company.

Guide to Content Creation for Driver Recruitment

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 

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 

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. 

Company Brand

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. 

Employee-Generated Content

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. 

Company Mission

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.

Company Updates

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. 

Colorful blocks spell out the word "content" with blurry blocks in background

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.

Job Descriptions

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.

Personalized Landing Pages

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.

Top Tools For Digital Driver Recruitment

Digital driver recruitment campaigns have four main disciplines that need to be satisfied in order to have positive results. There is data analytics, paid media, interaction with drivers, and content creation. Here is a list of tools to help you in each category.

Data Analytics to Provide Key Insights

Capturing data and using a platform to visualize the data will help keep the campaign efficient. These tools will enable you to make the smartest decisions.

Google Analytics

Adding Google Analytics’ tracking code to your site will provide endless insites. You can see things like how people arrived at your site, what demographic visits your site the most, what people do once they get to your site, and much more. 

All of this data will show you what type of content you need to be producing, where you need to publish it, and what areas you need to ignore. For example, if Analytics shows that LinkedIn ads are driving little site traffic then it would be wise to stop paying for the ads. 

If you have never used Google Analytics before, read this article from Hubspot

MOZ 

Search engine optimization is one of the least understood forms of marketing. MOZ’ goal is to simplify SEO through their software, education, and community.

Without MOZ, or any tool like it, SEO would be nearly impossible. MOZ’ tools will provide data on how many times a keyphrase is looked up, who links back to you, and your competition’s SEO statistics.

Using MOZ will allow you to rank for highly searched keywords and develop organic traffic to your site. 

Paid Media For High Exposure 

Digital campaigns are not free. You are going to need to pay to get your advertisement in front of the eyes of potential drivers. Here are the best platforms to do so.                                                                                                       

Google Ads

Google Ads will place your site at the top of the page when people search specific phrases. You pay based on how many people click on the ad. 

Another great thing with Google Ads is that you can set a budget. Once the total cost nears the budget limit you set, Google will take down your ad to avoid over charging you.

Through Google Ads you will also be able to set up display remarketing campaigns. Any driver who visits your site will automatically see your display ads on other sites. 

Facebook Ads

Facebook is by far the most popular social media platform amongst drivers. You can reach the drivers by interacting in groups, but Facebook Ads exposes your company even more.

Paying for Facebook Ads will display your job advertisement on the driver’s screen when there is no other competition. 

Also, through Facebook Ads you can advertise on Instagram (a Facebook owned company). 

Job Store

Managing postings and job board purchases across multiple sites is a difficult task. That is where Job Store from Tenstreet comes into play. 

The Tenstreet Job Store aggregates all of their job board partners into one place for easy access. This makes it much easier to keep track of all your job board purchases and find which boards are the most effective. 

Using the Job Store is free!

Interact With Drivers and Sell Them on Your Company

Interacting with drivers online is a great way to share your company’s voice with potential hires. Show your personality through social media and direct messaging.

Job Board Scrubber

Tenstreet provides a virtual recruiter that nurtures every application when they are hot. Right after a driver submits an application they receive a personalized email.

After the driver receives the initial email, they will receive a series of timed messages over the next few days. The best part is that the messages are sent automatically. 

Drip Marketing

Drip Marketing is a great tool for email campaigns. You get to design your emails with your branding. 

This tool is different from the Job Board Scrubber because it sends emails to a list that you built, not just drivers who recently applied. With this tool you can stay in touch with drivers that showed interest a while ago, former drivers, and anyone else who gave their email. 

Hootsuite

Without a tool like Hootsuite, regularly posting on social media is challenging. Hootsuite allows you to plan posts out in advance, and then the app automatically posts for you. 

Take two hours of your day and you can have social media posts lined up for an entire campaign.

Drivers will look over your social media accounts when they consider working for you. It is important to post regularly to show off how great the company is. 

Professional Content Makes a Lasting Impression 

Canva

Creating content is time consuming and a challenge, especially if you are not a trained designer. Luckily, there is Canva.

Canva comes with thousands of templates to choose from. You can make anything from flyers, to business cards, to social media posts, etc. in minutes. They all look professional too!

In addition to making design easy, the site provides an abundance of learning resources. Use the site to take your design skills to the next level. 

Data analytics, paid media, driver interaction, and content creation are all necessary for a successful recruitment campaign. Without the right tools it is much harder to thrive in each of those areas. Use the tools above to succeed at digital driver recruitment.

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.

How to Set Up Your Company for Recruitment Success

Today, drivers are more accessible than ever. You can reach drivers 24/7 because of the internet. So why is it that companies across the nation are struggling to recruit talent? The problem may be that companies are not setting up their recruitment team for success. In order to effectively find qualified drivers online your company needs to utilize digital marketing specialists. Either hire specialists in-house or work with an agency. Recruiters have enough to worry about, don’t put too much on their plate by expecting them to also become digital marketers. The more time recruiters spend online trying to implement digital marketing strategies, the less time they can spend recruiting. Here is how to set up your company for recruitment success.

Recruiters Need to Recruit!

Recruiters are intended to contact quality drivers, get them through orientation, and keep them in the company. Digital marketing should not be one of their responsibilities. Recruiter efficiency will be maximized in a system where they are provided a pool of warm leads. Then the recruiters can focus on phoning.

Kelly Anderson talks about distracted recruiters in his webinar, Latest Techniques for Finding & Recruiting Truck Drivers. Here he mentions that recruiters get distracted with finding drivers online and forget to call them. This leads to poor results.

If a recruiter is not on the phone trying to bring drivers into the door then they need to be focused on orientation, building trust with drivers, and retention. Articles by CDL Training Spot, and Tenstreet discuss what it takes to be a successful driver recruiter. Neither article mentions anything about learning digital marketing strategies that find qualified drivers online.

Every work related task that the recruiter does needs to be directly related to speaking with potential drivers, getting drivers through orientation, and retaining top talent. Anything else the recruiter does is not optimizing their time.

Team of digital marketers

Recruiters are NOT Digital Marketers

Recruiters should not have anything to do with implementing a driver focused digital marketing strategy. Digital marketing and driver recruiting are two fields that require an immense amount of time and attention to detail.

An effective digital campaign will involve technical strategies such as social media interaction, geofencing, mobile-first design, and building a recruitment landing page. Randall Reilly wrote an article on the Top Four Digital Trends for Recruiting Truck Drivers. According to the article the top trends are: mobile, social, video, and hot topics. Do you want your recruiters spending their days making videos and writing blog posts or contacting potential drivers?

Trying to recruit and market will lead to recruiters not doing either one particularly well. You do not want your recruiters to be a ‘Jack of All Trades, Master of None’. Set up an environment where recruiters can be master recruiters and another team can be master digital marketers.

Trucking companies need to setup an ecosystem where either an agency or an in-house team focus solely on digital marketing strategies that find qualified drivers. Then recruiters start smiling and dialing their way through that pool of drivers. Finally, the recruiters need to devote some time to orientation and retention. This system is how you set up your company for recruitment success.

How to Strategize for Successful Driver Recruitment

Prior to launching a new campaign do you layout the terms of success? Or do you gauge success solely on number of drivers hired? If it is the latter then you may want to change your strategy. In order to improve the overall recruiting efforts of your company, it is crucial that each recruitment campaign has its own terms of success. Here is a guide to help you strategize for successful driver recruitment.

Your Company’s Values are the Base of all Decisions

Before you do anything, you need to know what your company’s values are. Does your company pride itself on hiring the best talent and a high retention rate? If so your recruitment efforts should prioritize quality over quantity. Or maybe your company is determined to be the most tech-savvy trucking company.

In this scenario your campaigns should revolve around utilizing new tech, such as geofencing, to hire drivers. Every company has its own unique set of values. It is up to the recruiter to use these values to guide each strategic decision they make.

Set Recruiting Goals That Align With Company Values

Once you have defined your values, you need to use them to set SMART (Specific, Measurable, Achievable, Relevant, Time-based) goals for your campaign. Vague goals such as “hire as many drivers as possible” or “increase the number of hires found on Facebook” are not effective.

If you are working for a company that values family than an example of a SMART goal for your campaign may be, “Hire five married team drivers from employee referrals by the end of the month”. Combining your company’s values with the SMART technique you are able to write goals that motivates your staff and gives your efforts a stronger sense of purpose.

Also, by using clearly defined goals it is much easier to tell if you achieved your goal or not. “Hire as many drivers as possible” is an impossible target to hit; however, “hire five married team drivers from employee referrals by the end of the month” gives you a number to hit, using a certain technique, within a time frame.

SMART goals graphic

Analyze Data Directly Related to Your Recruitment Efforts

As a general rule of thumb the more data you can collect the better. However, if you are focusing on the wrong numbers then your insights will be mislead.

Uncle Ben’s advice from Spiderman, “With great power comes great responsibility,” holds true with data. With great amount of data, comes a greater emphasis to focus on the right data.

For example, a company that sets out to hire more female drivers from Facebook will be mislead if they looked at the data on total number of driver applicants from Facebook. The company may falsely claim their campaign was a success because the total number of Facebook applicants went up but female applicants did not increase.

DiscoverORG did a study in 2015 and found that the average marketing/sales department lost 550 hours and $32,000 per sales rep from using bad data. When question the data set you are looking at it is helpful to ask yourself, “Does this data directly relate to the company values?” and, “Does this data directly show I am short or exceeding my goal?”

If the answer to either of those questions is “no” or you are unsure, it is best to not use the data and focus on the data you can confidently answer “yes” to both of the questions.

Focus on Achieving Your Recruitment Goals

The goal you defined prior to launching your campaign should be your only barometer for success. It is easy to focus too much on following the “process” to achieve our goals. In Jeff Bezo’s 2016 Letter to Shareholders he said,

“The process becomes the proxy for the result you want. You stop looking at outcomes and just make sure you’re doing the process right. Gulp.”

You may have a goal of hiring 10 drivers via referral for the month. If you come up short, instead of claiming you had a good process and will do better next month, take the opportunity to assess your process and find areas to improve.

Learn From Mistakes and Apply That to Future Recruiting

Every recruitment campaign you launch is a learning opportunity. As the recruiter it is up to you to document the entire process and learn lessons based on what happens. You must use the lessons you learned from previous campaigns to avoid repeating mistakes and improve overall effectiveness of future campaigns.

Having a plan for achieving success is equally as important as having an effective recruitment plan. Defining you values, setting clear goals, avoiding bad data, focusing on outcomes, and learning from previous campaigns are all steps for achieving success. Even the most well thought out recruitment campaigns need  to strategize for successful driver recruitment.

Geofencing For Truck Driver Recruitment

Today’s technology enables recruiters to specifically target niche demographics of potential drivers. This heightened level of focus improves the effectiveness of recruitment campaigns. Geofencing for truck driver recruitment increases the focus of recruitment campaigns.

Restricting your ads to specific regions ensures that the people seeing your ads are involved in the industry, within your niche demographic, and in the vicinity that works for your company.

What is Geofencing

Geofencing is a location based advertisement strategy. It works by setting up a “geofence”, a virtual perimeter around the outside of a geographic area. Anyone who enters the perimeter receives the targeted ads.

Perimeters can be set up as a radius around a point or a predefined set of boundaries. Geofences can be placed around certain events, zip codes, specific buildings, etc.

By carefully placing geofences around areas where potential clients frequent your campaign ads are guaranteed to land in front of the eyes of the people who care. Hopefully the wheels are starting to turn and you can see how this strategy is highly effective when used properly.

Why Geofencing Works

If you do the due diligence to place geofences in the right place, then you will know exactly what kind of people are within the fence. With this knowledge you are able to build ads that cater specifically for the people in the geofence. Sending these curated ads out increases the level of engagement compared to other less focused paid media.

Considering 75 percent of job applications come via mobile phones, the more candidates that interact with the mobile ads you send them the more applicants you will get. Wayne Cederholm III, vice president of driver recruitment for C.R. England, is a big proponent of geofencing. Here’s what he said on the topic,

“There’s not a lot that differentiates these carriers, so the smallest thing can make a big difference.”

Another example of a company succeeding with geofencing is Parker Staffing Services. They saw a 40 percent increase in web traffic after they began using geofencing.

Arguably the most important thing that geofencing does is dramatically improve your ability to avoid wasting ad dollars on people outside the trucking industry. Attracting only those interested in trucking to your site decreases marketing expenditure and increases ROI.

Impactful geofencing strategies will attract droves of driver candidates to your site without having to increase marketing spend.

How to be Successful With Geofencing

Icon that depicts geofencing for truck driver recruitment.

The first thing that you must do for a successful geofence campaign is select where you want the campaign to take place. The location of the campaign must be based off of the type of candidate you are looking for.

Placing a geofence around truck stops is an excellent way to target drivers who work for another company and are considering switching companies. Another way to target drivers looking to switch companies is by placing geofences around other trucking companies’ property.

Target CDL schools if you want to attract brand new drivers.

Trucking conventions will be filled with new and experienced drivers so you should place a fence there.

Once you have chosen your location(s) the next step is to create content specifically curated for your niche. Experienced drivers are not going to respond to ads designed to recruit brand new drivers and visa versa. If you are targeting a womens trucking convention then your ads better depict women fulfilling the driver role.

It is easy to diminish your budget quickly if you are targeting ineffective areas. The best way to ensure success with geofencing is to know your audience and where you are targeting.