5 Key Performance Indicators Driver Recruiters Must Know

Recruiting truck drivers without data is like Dave Roberts setting the Dodgers’ batting line up without looking at the players’ batting averages. But what data is the most important to measure? Here are the 5 key performance indicators driver recruiters must know:

  1. Time Taken to Contact Applicants
  2. Average Time to Hire
  3. Average Cost per Hire
  4. Percentage of Offers Accepted
  5. Quality of Applications Being Received by Sources

Time Taken to Contact Applicants

The speed at which it takes you to contact a driver applicant is of the utmost importance.

One study conducted by Dr. James Oldroyd found some eye-opening results:

  • 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.

Simply put, the faster you contact drivers after they apply, the more truck drivers you will hire.

Measuring the average time it takes for you to contact driver applications will tell you a lot about why or why not you are having success.

The goal should be for you to get your average time to contact 5 minutes or below.

If you are above 5 minutes to contact an application then there is room for improvement.

One of the easiest ways to boost your contact time is by working with a recruiting agency that sends the applications directly into your ATS. Do not let an agency convince you that sending leads once a day, once a week, etc. is okay.

You need the applications delivered to you in real-time so you can beat out other driver recruiters at contacting that truck driver.

KPI symbol. Wood cubes with acronym 'KPI, key performance indicator' stacking as step stair on orange background, copy space. Male hand. Business and KPI concept.

Average Time to Hire

The sooner you can get a truck driver from applicant, to interview, through orientation, and out on the road, the sooner they can start earning money.

Also, keep in mind that while you are trying to officially hire a driver, they are receiving offers from other companies. If your time to hire takes long then the driver has more time to accept someone else’s offer.

On average, trucking companies take 20-24 days to hire a driver. If you are above the industry average then your competition is beating you. Every day your truck sits idle costs your company thousands of dollars.

It is important to keep track of the entire time from application to hire. However, it is just as important to keep track of the time in between each step of the process.

Knowing the time it takes in between each step will tell you where to focus your efforts. The longest step in the process is the first step you should begin speeding up.

Keep track of your time to hire so you can implement strategies that try to speed up your process. A faster process will make your company more money.

Average Cost Per Hire

Figuring out your average cost per hire is not a complicated process. Simply calculate the sum of money spent on recruiting efforts and divide that number by the sum of drivers hired.

The industry average cost to hire a truck driver is $8,234. Calculating your average cost and comparing it to the industry average is a good measuring stick for your company. Obviously, you should try to have a cost per hire lower than the industry average.

Once you know your average cost per hire you can begin working to lower that number. Implement different recruiting strategies, try different lead sources, etc. and measure which process changes save your company money.

New technologies constantly provide opportunities for your company to optimize hiring processes. Improvements can always be made.

Percentage of Offers Accepted

Convincing truck drivers to apply for your company and convincing them to accept an offer are two different things.

There are agencies you can hire that specialize in getting truck drivers to apply to work for your company. However, you still need to convert those applications into hires.

If a low number of your offers are being accepted by drivers, that is troublesome. It could mean that your offer is not strong enough, the drivers do not like your company culture, your recruiters are underperforming, and many other things.

Losing drivers that you offer the position hurts your company. You are losing out on a driver that you identified as qualified and a good company fit. Those types of drivers are not easy to come by.

Working to increase the percentage of offers accepted is crucial.

hand holding percentage sign over yellow background

Quality of Applications Being Received by Sources

Unless your company only hires 1-2 drivers a month you are more than likely receiving applications from different sources.

It is up to the driver recruiting department to monitor the quality of truck driver applications they receive from different sources. Using an applicant tracking system can help you sort the sources of applications.

If it is clear that one source is sending you poor quality leads stop spending money on that source.

On the other hand, if you notice one source is sending you high-quality applications then you should increase the spending.

There is some variance in the performance of each source. Some months you will see a specific job board send a bunch of quality applications, and the next month you get zero from the board. Measuring the sources over an extended period is necessary to notice trends.

If your company is not keeping track of any key performance indicators then you are below average. These are the 5 key performance indicators driver recruiters must know to optimize their performance.

What other KPIs does your team measure? Comment below!

Building a High Performance Team of Drivers

The difference between success and failure is teamwork. The strongest teams will consistently outperform expectations and overcome adversity. Weak teams will trip over the smallest of hurdles and cost the company money. Recruiters are responsible for putting together a high performing team of drivers. Keep reading to learn how to build a high performance team.

Don’t Hire Good Drivers, Hire Great Drivers

High performance team celebrates together.The 2019 ATA Driver Shortage Report predicts that the shortage could reach 160,000 drivers by 2028. However, the Bureau of Labor Statistics claims that there is no shortage, but instead high turnover creates a perceived shortage. Either way, both studies pressure recruiters to hire any qualified driver that applies.

That is not what you should do to build a high performance team. Yes qualifications are important, but they are only part of hiring the right driver for your company. Ideal candidates will show a commitment to their career.

Hire applicants that stay with companies for long periods of time. Avoid applicants that have a history of changing companies like they change clothes. Drivers that have a track record of switching companies frequently will not hesitate to leave your team for a higher paying job elsewhere.

Hire drivers that fit well within your company’s culture. Ask the applicant how they deal with their current co-workers/managers. Avoid drivers that speak poorly on their current colleagues, they will do the same to your team.

One negative team member can ruin the entire team’s morale. Recruiters that take the time to hire drivers that are qualified, committed, culture fits, and have a positive attitude will have the right pieces in place to form a high performance team.

Unite the Team by Focusing on Goals

Gather the team together and brainstorm a list of goals that you want to achieve together. Involving the drivers in this process will develop a sense of ownership. Reaching the goals will become a point of pride for the drivers. Drivers that want to reach their goals will be inspired and motivated. Opposed to drivers that feel forced will perform reluctantly. A team that comes up with the goals together will work as a team to achieve the goals.

Offer Advancement Opportunities

Drivers may not perform at a high level if they believe they are in a dead-end job. Most drivers want to advance in their career and improve their craft. Sites like CDL Training Spot are dedicated to teaching drivers strategies that make them better drivers. If the drivers you hire can see a career path ahead of them, they will be more motivated team members. Obtaining more endorsements or moving up to management will motivate some drivers. Others may find it appealing to move laterally into a position where they do something different. Keep an eye on your team and provide the resources they need to make the career moves they desire.

Individual Motivation Strategies

A one-size-fits-all approach to motivation does not work. Some drivers want to be checked in on constantly and reminded of the goals. Others want more autonomy in their work and relent the idea of having their hand held by the boss. In times of stress, certain team members respond strongly to a kick in the pants while others will crumble from the pressure. Think of the best sports coaches throughout history, they do not treat every player on the team the same way. Effective team leaders are aware of how different team members respond to different motivators. As you lead your team of drivers, do your best to inspire each of them in a way they will respond positively to.

A high performance team of drivers is the best asset a trucking company can have. High performance teams will improve your company’s retention rate and help avoid having to deal with idle trucks. A recruiter that hires great drivers, unites through goals, offers advancements, and motivates individuals will succeed at building a high performance driving team.