media Archives - Driveteks

How to Attract Truck Drivers on Social Media

Posted on March 11, 2021 by Jake Peters

It is no secret that truck drivers love social media. However, just because they are on social media does not mean they are easy to reach. Here is how to attract truck drivers on social media.

Create Different Content for Different Platforms
Utilize Groups to Reach Your Target Audience
Spotlight Your Top Performing Drivers
Respond Quickly to Inquiries
Invite Followers to Visit Your Website

Create Different Content for Different Platforms

Truck driver’s behavior varies depending on the platform they are using. For example, on Facebook drivers are switching between reading, looking at photos, and watching videos. Because of this, the videos they watch are usually silent with subtitles.

TikTok on the other hand is dedicated solely to videos so drivers always have their sound on when using the platform.

Knowing how user behavior varies across platforms, you need to make content that satisfies those behaviors.

You need to be creating the following pieces of content:

Extensive written content
Short-form written content
Professional quality photographs
Infographics
Professional videos
Videos edited to be 45 seconds or less

If you want to learn more about creating content check out the Guide to Content Creation for Driver Recruitment.

Utilize Groups to Reach Your Target Audience

If you are getting started on social media it can feel quite daunting to build a following.

It can feel like a chicken and the egg situation. To get followers you need people to see your content, but for people to see your content you need followers. Seems impossible right?

Fortunately, on platforms like Facebook and Linkedin, there are thousands of groups that are built for you. All you need to do is search for the groups that have drivers in them.

Once you find the groups best suited for your company, you need to get active in the groups. Do not simply post your content and leave. Engage the drivers in conversation.

You can engage in conversations by commenting on other people’s posts, posting questions, and sharing other useful content.

Participating in the groups will get truck drivers to notice your company, and if they like you they will follow you. Eventually, they may apply to work for you.

Spotlight Your Top Performing Drivers

Taking the time to spotlight your top-performing drivers accomplishes a few goals for your social media presence.

The first thing it does for you is help attract truck drivers to your account. When you spotlight your top drivers, the driver who is being celebrated will share that post with their network. Truck drivers are friends with other drivers, so drivers not following you will be exposed to your account via the spotlight post.

As more drivers start following you and seeing these spotlight posts, more drivers will want to work for you. Your company will be perceived as one that truly values its drivers. Quality truck drivers want to work for a carrier that appreciates their hard work.

In addition to attracting new CDL drivers to your company, spotlight posts keep your current employees attracted to working for you. Your drivers will want to keep working for an employer that celebrates them.

Respond Quickly to Inquiries

As you attract people to follow your social media accounts, new followers will begin reaching out to learn more about your company.

Respond to these inquiries as quickly as possible. Doing so will capitalize on the excitement from a potential driver.

Research shows that 71% of people that experience positive social care are likely to recommend the company to others. A fast and helpful response not only boosts your relationship with the driver inquiring but can help you build relationships with other drivers.

Invite Followers to Your Website

Yes, it is great to build up the number of truck drivers that follow you. But you don’t want them to only follow your account, you want to hire them!

One way to begin converting followers into drivers is to invite them to visit your trucking website. At your website, drivers will begin interacting with your extended recruiting content.

Your recruiting content should share with the driver what it is like to be an employee for the company. This includes things like company culture, driver benefits/pay, type of routes offered to drivers, etc.

Getting the driver to visit your site does not guarantee an application. However, it keeps your company in the mind of drivers. When those drivers are ready for a new position they will first think to apply to your company.

Learning how to attract truck drivers on social media will significantly improve your company’s hiring efforts. Stick to these tips and you will start building up your company’s following on social media.

The Basics of Social Media Marketing for Trucking Companies

Posted on November 9, 2020November 9, 2020 by Jake Peters

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.

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.

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.

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

Posted on August 3, 2020 by Jake Peters

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

Develop a Strong Company Mission
Spotlight Drivers and Customers
Testimonials That Earn Trust
Cross Platform Promotion
Leverage Communities
Specific Platforms Require Specific Posts
Geofencing, Paid Media, and Other Tech

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.

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.

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.

How To Recruit Truck Drivers on Social Media

Posted on May 18, 2020August 14, 2020 by admin

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.

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.

Truck Driver Recruiting in Social Media Groups

Posted on January 7, 2020May 27, 2020 by admin

Effective and efficient recruiting is at the core of any successful trucking company. Carriers rely heavily on constant inflows of new drivers to keep the business running smooth. Truck driver recruiting in social media groups will help keep the inflows constant.

Driver churn rate peaked at 98% in 2018. Considering that the average cost of driver turnover is $8,200 per driver, it is easy to see how companies are spending more on new drivers than any other expense. No wonder fleets ranging in size from C.R. England to smaller family owned fleets are looking to deploy recruitment strategies that bring in qualified drivers for as cheap as possible.

Truck driver recruiting in social media groups will generate a plethora of driver candidates and keep carriers up-to-date on current recruiting strategies.

The Basics of Social Media Groups

Facebook and LinkedIn offer users the ability to create and / or join groups. Groups are communities of people that all have something in common.

For example everyone in a group may have all graduated from the same high school, work in the same industry, share similar interests, etc. The possibilities are limitless.

Every group has a specific set of rules that members must follow. Some groups require admin approval for new members, other groups ban self promotion, there are groups built specifically for people to promote.

Getting Started with Social Media Groups

Navigating social media groups is pretty simple. The first step is going to be finding the right groups to join. In Facebook and LinkedIn type in a keyword, “trucking” is a basic example of a keyword, and make sure to select the “Groups” tab. Selecting the “Groups” tab will ensure that all the results are groups with the keyword in the name.

There are groups on both Facebook and LinkedIn designed specifically to connect drivers and recruiters. Request to join the groups that are active, have no spam posts, and match your geographical requirements.

The second step is to learn the rules of the group. Obviously, groups designed to connect drivers with recruiters are going to be okay with people promoting job postings. However, there are rules like “no piggybacking off of other job posts”.

Breaking a group’s rules will lead to the poster being kicked out of the group.

The third step is to post, and the final step is to reach out to everyone who shows interest.

Having Success With Social Media Groups

It is important to remember that in each of these groups there are other recruiters and all the recruiters are competing to attract the same qualified drivers.

The squeaky wheel gets the grease!

The recruiter that posts, interacts, and contacts drivers the most will likely have the most success. Similar to other avenues of recruitment, recruiting in social media groups is a numbers game.

I have spoken with recruiters who are succeeding with groups about their strategies. One recruiter told me that at the beginning of each week they post ads to about ten different groups. These posts generate “hundreds and hundreds” of responses every week.

This recruiter makes note of every person who responded in his lead book. Every Monday the recruiter generates hundreds of names to pursue for his available positions.

Another recruiter told me that she is shifting from using paid services to focusing mainly on social media groups. According to her, there is no other strategy that is as effective at letting her reach large number of drivers AND show the drivers that she is a real person just like them.

Social media groups are one of the most effective tools that recruiters have access to. Recruiters using social media groups have an outlet that connects them to thousands of drivers. All truck driver recruiters should be in these groups and treating the groups as one of the most important outlets in their recruitment campaigns.

Social Media Groups to Join

Here is a list of Facebook and LinkedIn groups to get you started:

Facebook:

Linkedin: