How Aging Truck Drivers Impact the Industry

New technology is allowing drivers to go longer without retiring by making the job less physically demanding. This means the average retirement age is increasing. Despite drivers staying on the road longer, driver retirement is the largest contributor to the truck driver shortage.

Aging truck driver crossing the road to retirement.

The Average Retirement Age for Truck Drivers

The truck driver population in America is steadily increasing year after year. Currently, the average retirement age for truck drivers is 62 years old. However, according to the OOIDA, most independent drivers plan on retiring at 67 years of age.

While the average retirement age for drivers is a good estimate, it does not accurately reflect how individual drivers feel about retirement.

There are two trains of thought amongst drivers. Some have the mentality that they will drive until they can no longer physically pull themselves into the cab. Others want to retire as soon as possible.

How Old is the Average Truck Driver

According to surveys conducted by the American Trucking Associations, the average driver age in the for-hire over-the-road truckload industry is 46. Other trucking sectors have an even higher average age.

Roughly 54% of truck drivers on the road today are 45 years or older. The trucking demographic is one of the oldest in the country and only getting older.

Within this decade over one-half of all current truck drivers will be older than the average retirement age.

An average truck driver

How Many Truck Drivers Retire Each Year

It is estimated that between 2019 and 2028 there will be 600,000 truck drivers retiring. That means 66,667 truck drivers will retire every year.

The industry needs to find nearly 70,000 new truck drivers every year to fill the void left by drivers retiring.

Aging Population is Fueling the Driver Shortage

Truck drivers retiring will be responsible for 54% of the driver shortage over the next decade.

The trucking industry needs to find a way to replace truck drivers retiring from the career.

What You Can Do to Attract Younger Truck Drivers

Obviously, the only way to combat drivers retiring from your company is to hire younger drivers to replace them. The number one place you can find young drivers is on social media.

Hiring a professional to manage your social media marketing is the best way to get your company in front of the eyes of younger drivers.

The industry is experiencing a lack of young people signing up to be truck drivers. You are going to need to recruit people to get their CDL and then join your company.

Aging truck drivers can stay on the road for longer because of improved truck technology. However, that is only kicking the can down the road. Truck drivers are going to retire sooner or later and that is fueling the driver shortage.

How To Advertise to Truck Drivers

Advertising to truck drivers is much different today than it was ten years ago. It is even much more different today than it was ten months ago thanks to the changes forced by COVID-19. Now more than ever you need to rely on digital services to reach truckers. Follow this guide and you will know how to advertise to truck drivers.

All successful for advertising campaigns reach drivers at the minimum of five touch points. Before launching your campaign you must strategize for how to establish each touch point. Below are the five touch points that Driveteks recommends you use in your campaign.

Social Media Marketing

Person uses phone to respond to social media marketing

Truck drivers love social media. Platforms like Facebook and Instagram keep drivers connected to their loved ones during long trips on the road. Because of this, social media is the best way to reach drivers.

According to Conversionia, Facebook is a top three performing cost-per-hire strategy.

Content is king when it comes to social media. You need to be posting content that engages drivers multiple times a week on your company’s page and within groups. Doing this will build your brand and generate awareness around your company. Images and videos tend to be the most effective at spurring engagement.

In addition to posting content you need to be running a paid advertising campaign. Hiring a professional driver recruitment agency to handle your Facebook ads will make sure your company gets seen by the drivers you want. Facebook is constantly updating its algorithms and advertising standards so it is highly recommended you employ a professional to do your ads.

Job Boards 

Job boards can be one of the top sources of driver applicants. The drivers are on that site specifically to look for a new job. However, job boards are highly competitive and the costs have risen through the roof.

Despite high levels of competition and prices job boards need to be a part of your advertising strategy. In order to succeed to focus on three key areas:

  • Succinct and enticing job description
  • Well built recruitment landing page linked in the description
  • Constant monitoring of board performance

Drivers on job boards are going to be scanning tens of job descriptions at a time. You need to do a good job of keeping your description short and enticing. If your description is written well, it should encourage drivers to click on your recruitment landing page and learn more about your company.

The most important part of advertising on job boards is monitoring which job boards are performing the best each month. Doing this will enable you to allocate ad spend to the boards performing and not waste money on underperforming sites.

Email/Text Campaigns

Email and text campaigns are an amazing way to communicate with drivers that have expressed interest in working for your company. The only way you are able to collect contact information from drivers is when they submit an application on your website/recruitment landing page.

Advertising to truck drivers through email/text is an excellent way to share your company’s voice. You will be able to share informative content, invite them to visit your website, and stay in touch with drivers.

In order to set up an Email or messaging campaign you need to use a tool such as MailChimp. MailChimp makes it easy to design visually appealing emails that can be sent out to every driver email you have collected with the click of a button.

Geofencing For Driver Recruitment

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.

A truck company advertising agency will know exactly where to place geofences so that the only people seeing your ads are truck drivers. No more wasting ad spend on ads that are being seen by people who are not truck drivers.

Common places companies like to place geofences are around truck stops, driver schools, truck driver conventions, and competitor truck lots.

Pay-Per-Click Advertising

Pay-per-click advertising is the best way to stay on the mind of drivers. Your company will be in front of the eyes of drivers every time they open their internet browser.

Sometimes there is a false conception that paid media is going to directly generate more applications. That is not necessarily the case. Paid media indirectly generates applications.

Paid media is effective at keeping your company on the mind of drivers. Drivers will not click on these ads very often and apply. But, when the drivers are ready to start looking for a new job the first company they look up will be your company.

Illustration that depicts where people see pay per click advertising.

In order to successfully advertise to truck drivers you need to be able to reach them at a minimum of five times. The five touch points recommended in this article all complement each other and will spur the number driver applicants your company receives.

How Recruiters Can Solve The Driver Shortage

 

According to the American Trucking Association, the trucking industry was short 60,800 in 2018. This shortage has caused the average turnover rate to rise to nearly 90% for large carriers. Having empty trucks kills your company’s cash flow. Fortunately, recruiters can solve the driver shortage for your company.

Recruit Great Drivers

The most effective way that recruiters can solve the driver shortage for your company is by hiring great drivers. Great drivers will produce at high levels for a long period of time for your company.

Employ all great drivers and your company will not need to worry about the driver shortage. Your turnover rate will be low and your trucks will remain on the road.

However, this is not as simple as it sounds. Before your recruiters can hire great drivers your company needs to provide an offer that is one of the best out there. That means high pay, benefits, and a strong company culture.

Once your company is providing that elite offer, then your recruiters can hire great drivers. A skilled recruiter will know how to filter through bad, average, and great truck driver applications and focus on the great.

Skilled recruiters will also have the sales ability to sell great drivers that your company is the company they want to drive for.

Act as a Mediator Between Management and Drivers

Very few people within your company interact with the truck drivers as much as your truck driver recruiters do.

Obviously, the driver recruiters communicate frequently with CDL drivers they want to bring in to your company. Recruiters also maintain relationships with the drivers after they have been hired.

Recruiters also frequently interact with upper management.

Anytime the drivers grow frustrated with the company, they will approach the recruiter with their issues. Knowing the frustrations of drivers, the recruiters can then report to upper management what is going on.

This process works in reverse as well. Recruiters relay messages from upper management to the drivers.

The reason this mediation is so important is because if it is done properly it keeps everyone on the same page. Drivers will feel like they are listened to and management can smoothly implement new processes.

A company with upper management and drivers on the same page has high retention rates and is not concerned with the costs associated with empty trucks.

Spearhead Retention Efforts 

Truck driver retention efforts are mandatory for your trucking company. You need to make your drives feel valued so that they will stick around for a while.

Your truck driver recruiters are the perfect people to spearhead your company’s retention efforts.

As mentioned earlier, your recruiters already have a connection with your drivers. Retention efforts coming from your recruiters will come across as more authentic.

The key to effective retention efforts is authenticity.

Digital Recruiters Fill Your Applicant Pool

As a disclaimer, it is important to know that there needs to be a difference between traditional driver recruiters and digital driver recruiters. Traditional recruiters hire the drivers while digital recruiters get drivers to see your company online and apply.

Digital recruiters work full time to generate applications from the internet. They use a combination of paid media, social media marketing, content creation, and search engine optimization to get these applications.

Filling your applicant pool makes it much easier for your traditional recruiters to hire a driver when you need one. This significantly shortens your time to hire, saving you money.

Applicant pool filled with CDL driver applications

On a macro level, the driver shortage is not an issue that is going away any time soon. However at a micro level, your company can not have to deal with the driver shortage. Your truck driver recruiters are key pieces to solving the driver shortage for your company.

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 ADAS Features Help Retain Truck Drivers

Purchasing trucks for carriers is often a purely financial decision. Carriers will evaluate how much they need to spend on their trucks in order to get the maximum value. One thing that often gets overlooked is purchasing new trucks with the latest ADAS features improves driver retention.

ADAS Lead to Fewer and Cheaper Accidents

“Research shows that the vast majority of motor vehicle accidents are tied to human error, and safety systems that are available on the market today save lives and can reduce damage,” said Kary Schaefer at her safety presentation for the TCA.

Getting in an accident is one of the biggest reasons that drivers switch careers. Collisions rattle rookie drivers and vets alike. It makes sense, would you want to stay at a job where you nearly lost your life, possibly hurt another person, and caused thousands of dollars in damage?

Trucks that are equipped with the latest Advanced Driver Assistance Systems (ADAS) are proven to experience fewer accidents, and when they do crash there is less damage. ADAS prevent accidents with system interventions. New trucks will stop on their own, gauge its own speed, and keep the truck in the proper lane.

Fleets that were experiencing average repair costs of $7,500 per accident saw that number drop to $300 per repair when they began using new ADAS technology.

Trucks that can keep drivers safe are trucks that keep drivers working for you. With the assistance of ADAS drivers will be far less likely to leave the career because they will not be in as many accidents. This helps you retain drivers and avoid idle trucks.

ADAS features make it possible for trucks to react to hazards on its own.

Truck Cabs are Safer With ADAS Cameras

The dangers of driving across the country scare away many promising drivers. One of these dangers is thievery. While drivers are stopped, it is common for them to have items stolen out of their truck cab. This leads to the drivers feeling like they are not safe.

External environmental cameras can be used to record information while the truck is not in motion, serving as a theft deterrent. People will not want to steal from trucks that catch them on camera.

Drivers that are in trucks with the latest safety features will no longer have to worry about their items being stolen. Experiencing a safer truck cab will keep drivers from leaving in fear.

Driver Position is Less Fatiguing With ADAS

In the past driving has been a physically taxing position. Driving through hazardous conditions was especially difficult because the truck did very little to help the driver steer.

New trucks now use active steering lane keep assist to make the driver’s job less fatiguing. Active steering provides slight adjustments to the steering that are prevalent at slow speeds and backing up. Lane keep assistance ensures the truck stays in the middle of the lane with hardly any effort from the driver.

With the new advanced driver assistance systems older drivers can now stay on the road instead of retiring. Older drivers will be physically capable of driving for much longer than in the past, keeping your fleet on the road.

Reduced Insurance Premiums Open Retention Funds 

Commercial vehicle safety systems may reduce insurance premiums in the future. The reason that premiums will go down is because carriers can collect data from the truck and prove to their insurance providers that their trucks are getting in fewer accidents.

Advancing safety features on trucks saves your company money which can be used to your retention budget. As your company spends more on retention, your turnover rate will decrease.

Commercial insurance premiums are reduced with ADAS.

Driver retention is one of the biggest factors that makes a carrier successful or not. Carriers should do everything in their power to keep turnover as low as possible. Having a fleet with the latest safety features improves driver retention. Accidents will happen less, cabs are safer, the driver position becomes less fatiguing, and your company will have more money to spend on retention.

How to Throw Covidsafe Driver Celebrations

Over the past four months COVID-19 has shined a light on how crucial truck drivers are to the well-being of America. Drivers have been working their hearts out to keep the country afloat, and this is not an anomaly. Truck drivers need to be celebrated. Here is how to throw Covidsafe driver celebrations.

Celebrating Remotely is the Safest Option

Clearly, the easiest way to celebrate safely is to celebrate remotely. This is possible with platforms such as Zoom, Google Hangouts, etc. However, it is not enough just to hop on a video call and say you appreciate the drivers. You need to do more.

One thing that your company can do in addition to the video-chat celebration is sending each driver a personal, hand written note from the CEO. These notes cannot be the same message sent to all drivers, it has to be unique for each individual.

Personal development stipends are another way to celebrate remotely. At companies like 15five employees are giving a $500 stipend to spend on a learning opportunity unrelated to their job. Giving drivers money to pursue their passions will show your care and improve the lives of your drivers and makes them want to stay with your company.

Outdoor Celebrations are Necessary for In-Person Parties

If you are wanting to have an in-person celebration, the best place to do that is at an outdoor location. Hosting the celebration outside drastically reduces the risk of the spreading of COVID.

There are multiple factors that lower the risk of spread when outside. The first is that in the open air, Coronavirus particles disperse faster than they do when inside. Also, UV light from the sun does an excellent job of reducing the spread of the virus.

A study put on by Harvard, MIT, and other institutions found that average temperatures above 77 degrees reduce transmission. Each 1.8 degree temperature increase above 77 degrees is associated with a 3.1% decrease in the number of new infections generated.

People enjoying a Covidsafe celebration eating barbecue food.

Responsible Guest Lists Give You More Control

Your company driver celebration cannot be a massive party, it needs to be an intimate event. Keep the event closed to people only within the company.

Limiting the guest list to employees only lets you have more control over the situation. You can easily vet each guest and make sure no one is exhibiting COVID symptoms and may jeopardize the event.

Serving Food Fresh From the Grill

Considering that heat does a good job of killing the virus, plan on serving items fresh from the grill. Try to avoid letting food items sit for a long time before party goers start eating. Burgers and hotdogs are an excellent decision to be the main course.

Avoid serving any type of community finger food. That means no chips and dip, sliders, bowls filled with candy, etc. Every hand that reaches for a serving of finger food is an opportunity for viral transfer.

In order to be extra safe, give each party goer a stipend to purchase their own food and drink to consume that does not come off the grill. This includes any sides, appetizers, and desserts.

Socially Distanced Party Games

What is a party without party games? Party games that encourage a lot of physical interaction between people are not recommended however.

Instead play games that require people to stand far apart. Cornhole is an excellent example of a social distance friendly party game.

If possible, you could have the celebration at a pool. Swimming in a properly maintained pool will inactivate COVID.

Cornhole is a socially distanced party game.

Truck drivers are the backbone of America and without them our economy would crumble. They stepped up to the challenge presented by Corona virus in a major way and must be celebrated. Follow these tips and your company can throw Covidsafe celebrations for your drivers.

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.

How To Recruit Truck Drivers on Social Media

72% of the public uses some form of social media. No wonder carriers are focusing their recruiting efforts to social media. However, most companies are not using social media to its fullest potential. Here is how to recruit truck drivers on social media.

There are 4 areas you need to know about in order to successfully recruit on social media. You need to focus on: company profile, relevant groups, paid advertisements, and using the right platform.

Use Company Profiles to Build Your Employment Brand

Drivers will do their research before applying for your company. You want to make sure that you have a positive brand image and strong social presence .

Think of your profiles as a platform to convey the company culture to potential drivers. It is best to post a lot of images and short videos that show off everything your company does to take care of its drivers. You need to highlight happy drivers as much as possible.

Another useful strategy is to post content that increases engagement. Posts that contain questions, polls, or contests are great at generating engagement. The more engagement you can generate the better.

Finally, make sure that you are posting frequently. Tools like Hootsuite will help you post frequently. Hootsuite will enable you to plan posts out in advance and upload the posts automatically.

Interacting in Groups to Build Relationships

Social media is filled with groups designed to connect drivers and recruiters. You need to join as many groups as possible. There are groups with drivers around the country and others that are focused on specific regions.

In order to be seen, post frequently and always respond to drivers that comment on your posts. Keep in mind that there is a lot of competition in the groups so you need to set yourself apart from the competition.

Join these groups with the company’s page AND encourage recruiters to join with their personal accounts. Recruiters that use their personal accounts to engage with drivers will come off as more personable/trustworthy.

Effective posts use eye catching photos and little words. Your goal should be to generate enough interest that the driver visits your site. The website will have the information needed to sell the driver on working for your company.

Paid Advertisements Keep You on Drivers’ Minds 

Any social media campaign is incomplete without paid media. Each social media platform has its own advertising tools (Facebook ads, Linkedin ads, Twitter ads, Google ads, etc.).

The goal of paid media is to keep your company on the mind of potential drivers. Drivers spend a lot of time on social media, by advertising on social media you are meeting the drivers where they are at.

The best part of paid media is its hyper-focus. If you take the time to set up the proper settings only your desired demographic will see your ads. Hyper-focus campaigns lead to increased ROI.

For best results, your paid ads need to be eye catching. Drivers will spend hardly any time interacting with the paid ads so every millisecond counts. Create ads that burn an image into the drivers minds.

Canva is the best platform for designing advertisements. The platform makes it easy for people who have little design experience create professional quality ads.

illustration that shows how to recruit truck drivers on social media

Platforms to Use For Maximum Results

There are many platforms to use for recruiting truck drivers. Facebook, Instagram, Linkedin, Youtube, and Twitter are the main platforms you should focus on.

If you are determined to expand beyond those platforms Reddit, Snapchat, and TikTok are becoming more popular with drivers.

Facebook and Twitter give your company a voice. Instagram is visual so post smiling faces and quick videos. Linkedin is professional; here you will want to post company accomplishments and management philosophy. Youtube should be used to post videos of driver interviews and more in depth visuals that tell stories about how great your company is.

Instead of focusing your energy on using as many platforms as possible, focus on thriving within one or two of the platforms.

Social media is an excellent tool to recruit new drivers.You can interact with drivers directly and social media will give your company a voice. Follow this guide and successfully recruit truck drivers on social media.

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.

Remarketing: What it is, How it Works, Why You Need it

Digital driver recruitment requires a lot of moving parts all working towards the same goal. One of those moving parts is remarketing. Done properly, remarketing is a key component to increasing the number of driver applications generated by a digital recruitment campaign.  Read to learn about remarketing: what it is, how it works, and why you need it.

What is Remarketing?

Have you ever visited a website, left without making any purchases, and then while scrolling through social media an ad for the site you just visited pops up? That is Remarketing.

Using a remarketing platform enables companies to show targeted ads to people who have visited their site previously.

For example, drivers that visit your company site will see your ads browsing other websites, watching YouTube videos, or reading the news.

Think of remarketing as a second chance for drivers to apply to work for your company.

How Does Remarketing Work?

The driver experience flow is straightforward:

  • Driver visits your website or consumes your brand’s content
  • That driver is now tagged with a cookie and added to a remarketing list
  • Ads are shown to drivers on the list while they scroll the web

Adding remarketing advertisements is also a simple process:

  • Setup an account on Google Ads (the Driveteks’ recommended tool) and get the remarketing tag. The remarketing tag is a piece of HTML code you copy and paste into the body of all landing pages on your site.
  • Collect a list of drivers that have visited your site. The HTML code will automatically start collecting the cookies of everyone who visits the site.
  • Create the content you need to advertise to potential drivers (images, videos, graphics, etc.).
  • Launch the campaign. Set your budget within Google Ads, and once you officially launch Google will send your ads out to everyone on the list. Driver flow of remarketing experience

Why You Need to Start Remarketing

As mentioned earlier, remarketing gives drivers a second chance to visit your site and apply. Remarketing is a reminder to the driver that they showed interest in your company.

According to Drive My Way, the average driver has at least 8 touch points with a company before taking actionable steps toward employment. Remarketing is an easy way to get one of those touch points. Your ad will reach them at an unexpected time and prompt them to reach out.

Without remarketing, drivers that visit your site will often forget about your company. This will happen no matter how great your site/ company is.

Remarketing is not going to be the reason a driver applies to work for you. Remarketing is the reminder that gets drivers thinking about all reasons they want to work for your company.

Any digital driver recruitment campaign that does not include remarketing is incomplete. No matter how strong your site design, call to action, or job offer is, drivers that visit your site need that reminder to go back and apply.