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.