“If your pipeline is dryer than the Sahara at one point will you look inward at yourself?”
There is an infinite number of influencing factors that go into CDL recruiting. Factors like the weather or traffic can have a big impact on a driver’s mood and determine whether or not that driver applies to work for you.
However,
There is one factor that is by far the most important to any driver recruiting campaign.
The offer.
It does not matter if you have planned out the perfect driver recruiting campaign. A bad job offer will tarnish that campaign’s results. On the other hand, a great job offer can save a poorly planned recruitment campaign.
What is a Good Job Offer for Truck Drivers?
A large portion of the industry thinks that the quality of a job offer comes down entirely to the pay of the position.
This is not entirely true.
Like in any profession, different drivers look for different qualities in a position. Drivers who have families may be willing to sacrifice a little pay if that means more home time. Younger drivers who are just starting may want to be on the road as much as possible.
Before launching your CDL recruiting campaign, it is important to have an idea of the type of driver you want to apply for your position. Knowing your ideal ‘Driver Persona’ will help you cater your offer to that driver.
In addition to catering your job offer to your determined ‘Driver Persona’, there are also many unique ways to bolster your job offer. Many of these unique strategies don’t cost you any extra money.
One example of a unique way to improve your offer is making it clear in the job description that driving with pets is encouraged. Not every driver wants or needs this in an offer; however, the drivers who are attached to their pet will be far more inclined to apply for your position.
How to Assess Your CDL Job Offer
A great job offer provides drivers with benefits that they value the most. These benefits will help you hire quality drivers and retain them.
Then when one of your drivers comes across a better offer, they will go to that company.
It is because of this, that you need to be constantly assessing your job offer and updating it. But how do you know if you have a competitive offer?
This is a fairly easy process. Because so many recruiters post their positions in trucking groups on Facebook, you can find hundreds of job ads from competitors in minutes.
Review these job ads and compare what they are offering to your offer.
Be honest and ask yourself which position provides the better benefits. If you find yourself routinely choosing the ads online then your job offer is a bad one. On the other hand, if you are offering more than the posts you found on Facebook, your offer is quality.
Finally, if no one is applying for your position that is a clear indicator that you are not offering enough.
CDL recruiting is the culmination of many variables. Carriers will often do everything “right” in their recruitment campaign and not see any results. This is because they neglect to address the most important variable, their job offer.
The first step to any successful truck driver recruiting campaign is to make sure you are offering drivers something better than their current situation. Combining a great offer along with comprehensive digital advertising is the best way to generate the number of applications your company needs to keep your trucks on the road.