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.

5 Steps to Use the Holiday Season to Win the New Year

Through the rest of the year until early January, freight demand will continually slow down and drivers will be with their families, not on the road. Truck drivers are intentionally not applying for jobs right now so they can have time off to celebrate the holidays.

Even though drivers are not looking for jobs right now does not mean you can slow down your recruiting effort. This time can be used to set yourself up for a big recruiting year next year.

Here are the 5 steps to use the holiday season to win the new year:

  1. Increase Facebook Advertising
  2. Focus More on Content Production
  3. Cutback on Geotargeting Recruitment
  4. Revise Your Trucking Recruiting Website
  5. Reflect on Previous Year to Improve for the Next

Truck driver recruiter successfully using the Holiday Season to win the new year

Increase Facebook Advertising

Drivers spending time at home, and not in a truck, means that they now have an excess of free time. A large portion of this free time will be filled by scrolling through Facebook.

The essence of digital driver recruiting is getting your company in front of the eyes of potential drivers. If drivers are spending more time on Facebook then you need to spend to get your company on Facebook more.

Drivers are making a list of potential employers and checking it twice.

Make sure your company is on that list by flooding driver feeds with your Facebook advertisements.

Focus More on Content Production

You are going to have more time on your hands during November and December because you will not be hiring as many drivers. Do not waste this time.

The extra time you have on your hands could be spent wisely working on content creation.

You should be filming driver testimonials, recording interviews with upper management, and writing about how great it is to work at your company.

Post this content on social media for drivers to see and they will be more likely to apply for your company once the new year starts. Drivers are not going to apply for companies that fail to sell them on their company culture.

Cutback on Geotargeting Recruitment 

The amount of freight being delivered during the holiday season is lower compared to the rest of the season.

Since there is less freight being delivered around the country, there will be fewer drivers on the road. The locations you are geotargeting are going to be less occupied.

Do not waste ad-spend to target locations where drivers are not going to be.

In an ideal world, you would take the money you cutback from your geotargeting budget and allocate it to your Facebook advertising budget.

Revise Your Truck Driver Recruiting Website

It is best practice to constantly revise your company website to optimize for truck driver recruiting.

You should delete outdated content from your website to make room for the new content you are creating. Also, conduct some keyword research and update your page titles and headers to boost your SEO rankings.

Finally, make sure your website is built to work well on mobile devices. More people than ever are accessing the web from a mobile device, especially drivers.

Reflect on Previous Year to Improve for the Next

Reflect on the previous year to utilize the Pareto Principle

The final thing you should do during this time is to conduct reflection sessions on what worked and did not work during the previous year.

Strategize with your colleagues about how you can all cut out the processes that were not producing results and focus on processes that do produce.

Remember the 80/20 rule. 80% of your results are produced by 20% percent of your actions. The holiday season is a great time to find the 20% of actions producing results.

Truck drivers are not applying for trucking jobs right now. The applications will pick back up in January so you need to be prepared. Follow these 5 steps to use the holiday season to win the new year.

The Basics of Social Media Marketing for Trucking Companies

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.

Hand holding a smartphone with Facebook pulled up

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.

Three cartoon women creating 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.

Web marketing managers with gadgets working on paid search and SEO strategies, closeup of hands. SMM spesialists planning brand promotion budget, raising company awareness in social media

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.

The Best Truck Driver Recruiting Strategy

As a small to midsize carrier you more than likely have grown accustomed to the fact that large carriers have their pick of the litter. Small to midsize carriers are forced to fight over the remaining drivers. What if I told you it did not have to be that way? In order to compete with the large carriers you need to implement the best truck driver recruiting strategies:

Guerilla Driver Recruitment

What is Guerilla Driver Recruitment?

No, guerilla driver recruitment is not the act of training great apes to get their CDL A license.

Guerilla recruiting stems from the term ‘guerilla marketing’ coined by Jay Conrad Levinson in his 1984 book Guerilla Marketing. Guerilla marketing is a marketing strategy that relies on surprise/unconventional interactions with potential customers to promote a company.

Traditionally, guerilla marketing campaigns have a smaller budget and focus on a smaller set of people than widespread media campaigns.

Building off this, guerilla recruiting is the truck driver recruiting strategy that involves your company surprising potential drivers with unconventional interactions that leave a positive impression.

Guerilla driver recruiting requires a smaller budget than traditional widespread recruitment efforts common amongst large carriers.

Guerilla Recruiting

Why is it Such an Effective Driver Recruitment Strategy?

Executed properly, guerilla driver recruiting efforts will spread via word of mouth which reaches a broader audience for free. Ideally, the truck drivers you interact with will be so pleasantly surprised that when they see their driver friends the first thing they will say is,

“You are never going to guess what happened to me today…”

Drivers are naturally hesitant to truck company advertising; however, they are far more receptive when learning about a company for the first time from one of their peers. Word of mouth will encourage drivers to search for your company and interact with your driver recruiting website.

In addition to word of mouth, guerilla driver recruiting campaigns have the possibility to go viral. A viral campaign will boost your company brand and have drivers talking about your company all over social media. Social media, particularly Facebook, is one of the best places to recruit truck drivers.

How to Execute a Guerilla Driver Recruiting Campaign

Guerilla driver recruitment campaigns require an immense amount of insight and creativity. Before you can catch truck drivers off guard with a surprise interaction, you need to understand how recruiters typically reach truck drivers. Ask yourself:

Where are drivers expecting to see recruiting campaigns?

The answer to that question will tell exactly where to NOT promote your company. For example, drivers are expecting to see your job ad in trucking Facebook groups, so posting within groups cannot be a part of your guerilla recruiting strategy.

However, are drivers expecting you to direct message them with a $20 Amazon gift card? Probably not.

If you google ‘guerilla marketing’ or ‘guerilla recruiting’ you will come across extravagant examples from companies going over the top. You do not need to do this. Extravagance makes execution much more difficult.

K-I-S-S. Keep It Simple Stupid.

Hand drawing a business concept about the process from vision through strategy and execution to success.

In order to execute a guerilla driver recruiting campaign you need to figure out a simple way to reach drivers in an unexpected way. Examples can include sending gift cards, providing food at truck stops, and much more. The possibilities are limitless.

Large carriers have recruiting budgets that allow them to reach any driver they want whenever they want. In order to compete with them small to midsize carriers need to be creative and use their smaller budgets to pleasantly surprise drivers. Guerilla driver recruitment is the best truck driver recruiting strategy because it enables smaller companies to compete with the big ones.

Wave Express Offers the Ultimate Side Hustle

Do you own a pickup truck? Do you like to travel? Do you want to get paid to drive around the country in your pickup truck? Then Driveteks’ new client, Wave Express, offers you the ultimate side hustle to put some extra money into your pockets. Or, if you enjoy it enough, you can turn it into a full time job.

Wave Express is offering people the opportunity to sign up for the ultimate side hustle

Make Real Money

It is often questioned whether or not other side hustles pay you enough money for your time. Not with Wave. Driving for Wave Express gives you the opportunity to earn meaningful money.

Wave’s current pay rate offers up to $1.80/mile. That rate is significantly higher than a rideshare driver (Uber and Lyft) who makes around $1.00/mile. Considering Wave’s rate of $1.80/mile you can earn over $125,000 a year!

Even if you are only able to drive part time you can earn over $55,000 per year. The beautiful thing about driving for Wave is that you decide when you want to drive. There is no forced freight.

See The Country

Road trips are expensive. The average cost of a road trip across the country is about $2,500. However, when you are being PAID to take the road trip, road trips are not expensive.

If you want to experience more of North America, why not sign up for Wave and make money doing so? You have the option of seeing the country part time or you could even leave that desk job to see the country as a full time profession.

Having no forced dispatch means you get to decide how much of the country you want to see each week!

Road trip to see the country plotted out with pushpins on a map

 

No CDL Required to Transport RVs

The good news for people interested in driving for Wave that have zero professional driving experience is that they will not need to get a CDL A driver license. That means drivers do not need to spend the time and money necessary to earn a CDL license.

In order to become a driver for Wave you will need to pass a DOT physical and attend a Wave Express orientation. Orientation is a one day process and is held every day Monday through Friday. Also, orientation can be completed entirely online meaning you do not need to attend an in person orientation.

Consistent Freight

As a driver for Wave you will never have to worry about whether you can get a load or not. Wave’s Driver Mobile Assistant App has a ‘Load Board’ feature that is constantly updated with new shipments that need to be made.

If you are someone that only wants to make runs part time you will never have to worry about whether or not you will be able to get work from weekend to weekend. Drivers that are looking to make this a full time gig will not need to worry about running out of loads to run.

Consistent freight and 24/7 pickup means that you, the driver, have ultimate control over your schedule. You will not have to compromise in order to make money.

Driver Discounts

Driving for Wave provides you with discounts at fuel stops, hotels, auto part stores, and more! These discounts help you save money and earn even higher profits.

Plus, if you are someone looking to see more of the country these discounts are an excellent way for you to do so at a cheaper rate than if you did it on your own. Gas will be more affordable, hotels will be more affordable, and you will be able to keep your truck in pristine condition at an affordable rate.

Speedometer depicts the low prices that Wave provides drivers through discounts.

Wave Express is offering people the opportunity to sign up for the ultimate side hustle. For anyone that owns a ¾ ton pickup truck, or larger, and is looking to see the country there is no better option. Wave pays a rate that enables drivers to earn real money and their discounts make it so that money earned is not entirely spent on the costs of the side hustle.

The Average Cost to Recruit Truck Drivers

Every trucking company has to recruit truck drivers. Considering that the driver shortage is not going away any time soon you are going to need to keep recruiting drivers. So what is the average cost to recruit truck drivers and how do your recruitment costs compare?

Industry Average to Recruit Drivers

There has only been one study published that calculated the industry’s average cost to recruit truck drivers, and it was published in 2001. The study conducted by Upper Great Plains Transportation Institute found that carriers spend on average $8,234 to hire a driver.

In today’s money that is $12,084. On average, trucking companies are spending over ten thousand dollars for every truck driver that they hire.

However, that industry average more than likely is not going to be reflective of your cost to recruit drivers. That is because the spread from the study ranged from $2,243 to $20,729.

Instead of worrying about the average across the industry, you should focus on calculating your specific costs.

truck driver recruiter in the middle of an interview with a potential driver

Calculating YOUR Hiring Costs

The industry average is a great measuring stick for your company. You need to calculate your company’s hiring costs and then compare it to the industry average. Ask yourself, why is it that your costs are either higher or lower than the average.

The metrics that should be used to calculate your costs are:

  • Entry and exit administration
  • Fixed asset costs due to idle equipment
  • Profit lost due to idle equipment
  • Other costs including safety/insurance/legal, maintenance, and productivity loss.

Inorder to calculate your cost per hire you need to determine a time period (this can be one month, one quarter, six months, or a year), calculate the costs for the metrics mentioned above, and divide those costs by the number of hires you made in that time period.

How to Improve Your Driver Retention

No matter how much your company is spending on hiring costs, it should be clear that the most effective way to reduce those costs is to improve your retention rate. If drivers are not leaving your company then you will not need to hire new drivers to replace them.

There are three pillars to truck driver retention: pay, respect, and management. Your company needs to offer competitive pay to your drivers (no low-balling them), treat drivers with the utmost respect, and employ fleet managers that know what they are doing.

By improving your driver retention, you will be able to keep your drivers on staff and not need to worry as much about your driver turnover costs.

How to Reduce Your Hiring Costs

The lion’s share of costs associated with driver turnover have to do with idle trucks. This means that if you are able to reduce the amount of time it takes to hire a driver then your hiring costs will also be reduced. Reduced hiring time means reduced time with idle trucks.

The best way to have a faster hiring time is to employ a truck company advertising agency that places your job ads at the best places to recruit drivers. Doing this will fill your ATS with branded (aka direct) leads.

Branded leads are truck drivers who apply to work specifically for your company because of your brand. These leads are anticipating a call from your recruiters or will even reach out to your company themselves.

Your recruiters will be able to hire drivers much faster when they are calling drivers that want to work for you. Branded leads will lower the amount of time your company has to deal with idle trucks, the biggest cost of driver turnover.

High efficiency and minimum costs

The average cost to recruit truck drivers is $12,084 across the industry. This average is a great measuring stick for your company to see how you stack up in the industry once you have calculated your hiring costs. Even if your company is below the average, it is wise to improve your retention rate and hiring costs.

The Value of Branded Leads

Before the internet, truck driver recruiters were able to place an ad in the newspaper or run a radio ad and the applicants would come pouring in. Then as things began turning digital carriers started purchasing multi carrier leads from online companies that generated trucking applications and sold them to all their clients. Branded, or direct leads, are now the hot trend.

hot lead icon. Man on fire

Multi-Carrier Leads are Wasteful

If your company is still purchasing multi-carrier leads from driver recruiting agencies, you are wasting your time and money. Your recruiters are forced to race against all of the recruiters from competing companies just to call the driver.

The drivers don’t even want to hear from the recruiters that are competing to call. Recruiters are rushing to be rejected immediately when you fill your ATS with multi-carrier leads.

Multi-carrier leads kill recruiter-morale.

Every time your company purchases a list of multi-carrier leads you are wasting your money on the list, wasting the recruiter’s time, and wasting salary spend on recruiters that are set up to fail.

Branded Leads Improve Everyone’s Performance

Branded leads are drivers applying directly to your company because they like your brand.

Loading your applicant tracking system with branded leads for your recruiters to call is going to improve everyone’s performance. Your recruiters will hire more drivers, the drivers hired will want to work for your company, and your company will become more profitable.

Place yourself in the driver’s shoes. Would you rather hear from tens of recruiters, even after starting a new position, that all got your number from the same multi-carrier list? Or would you rather speak with the one recruiter that works for the company you specifically chose to apply to?

In sales terms, multi-carrier leads are cold leads. Branded leads are hot leads. Fueling your company with hot leads is always going to lead to better results than cold leads.

Hand places a higher target to improve performance

How are Branded Leads Generated? 

Branded leads are not easy to obtain. They require a high level of expertise. Carriers can generate branded leads with a dedicated in-house team or by hiring a trucking company advertising agency.

Either way, your company must have a team solely dedicated to branded lead generation.

A dedicated team is going to focus on three areas: digital driver recruitment, referral programs, and rehires. Those three areas should be the three main contributors to your applicant tracking system.

Digital driver recruitment is going to focus on things such as social media marketing, job board management, and google advertising to spur driver applications and build your employer brand.

To a trucking company, their most valuable asset is their truck drivers. Because there is a driver shortage your company is likely experiencing some turnover. You can not fill empty seats with multi-carrier leads. The true value of branded leads is that their ability to turn into drivers solves the driver shortage for your company.

Picking the Right Trucking Company Advertising Agency

In today’s market it is necessary for all trucking companies to utilize digital advertising. Digital advertising will boost your overall business. The large carriers have the resources to employ an in-house ad team. Small to midsize carriers can save money and hire a third party agency. Here is how to pick the right trucking company advertising agency.

First Decide Why You Are Hiring an Agency

Are you looking for an agency to help your company acquire more business? Or are you needing to hire an agency that specializes in truck driver recruitment advertising?

The reason you need to know this is because it will guide your search for the right advertising agency. Also, you will be able to negotiate more effectively and the agency will respect you as a company that knows exactly what they are looking for.

If you are looking for a trucking company advertising agency to help you generate more business you have far more options. There are countless advertising agencies that specialize in growing business for their clients. They will have clients in multiple industries and bring you more clients.

However, if you are looking for an agency that will boost your truck driver recruiting, you are going to need to find a specialized agency. Truck driver recruiting agencies know how and where to advertise so specifically truck drivers will apply for company.

Also, traditional advertising agencies will not be familiar with advertising on job boards. Truck driver recruiting agencies will use your ad-spend to place your job openings on the job boards that produce applications.

Man confused about which trucking company ad agency to choose

Research Different Agencies and Contact Them

Once you have decided the type of agency your company needs (traditional or driver recruiting), start your due diligence.

You can begin by googling to find agencies near you. Then begin finding agencies in other parts of the country. The internet makes it possible to work with an agency on the other side of the country.

Read through multiple company’s websites and put together a list of your 5 favorite companies. Then call them.

Make sure you are contacting companies that offer all of the services that you are looking for. Some agencies focus solely on social media marketing, some specialize in job boards, and others offer the complete package with everything.

After calling all of the companies, pick the agency that you felt you would get along best with. They need to have great customer service and prioritize your success.

If Possible, Visit the Agency’s Office

You may be thinking that after researching online and calling the agencies you are interested in, you are ready to hire an agency. However, keep in mind that when you call a company, you are going to speak to one of their sales representatives. They are experts at selling you on their company.

The best way for you to truly judge an agency’s culture, and whether you will work well with them, is by going into the office.

Take note on how all of the employees are treated while you are there. Do not focus solely on upper management’s attitude. Does everyone seem happy to be there? Or do the employees look distressed?

Agencies that have positive company cultures will be better to work with and their employees are more likely to go the extra mile for you.

Hire the Agency of Your Choice

Trucking company hires their trucking company ad agency

Now that you have gone through the steps above, it is time for you to hire the agency of your choosing. That does not mean that your work is done however.

In order to experience the best results you need to make it a priority to be in constant communication with the agency. It should not be up to you to initiate contact, but when a member of the agency reaches out, you need to make time to talk with them.

The reason it is so important to communicate with the agency is because it enables them to update your campaign in real time. If you are not seeing the results you were hoping for, tell the agency. They will update the strategy to improve results.

Digital advertising has to be used by your company. Large carriers are using in-house advertising teams that enable the carrier to continue to grow and hire drivers whenever they want. Small to midsize carriers can experience the same benefits if they follow these steps to pick the right trucking company advertising agency.

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.

5 Tips for the Best Trucking Website Design

Having a strong trucking website design is mandatory for recruiting quality truck drivers and generating business. Your company’s website is the first interaction drivers and customers have with your company. First impressions matter! Follow these 5 tips to ensure that your company has the best trucking website design.

Top 5 Tips for the Best Trucking Website Design

  1. Avoid Clutter

  2. Repeat Your Main Message

  3. CTAs Throughout Your Website

  4. Mobile First Design

  5. Easy to Digest Content

magnifying glass searching for the best trucking web design

You Must Avoid Clutter!

Keep it simple stupid. Nothing turns away site visitors like a cluttered home page. Visitors should be able to instantly know your company’s main mission. Sometimes your mission may be hiring drivers, other times it is promoting business.

You only have 50 milliseconds to nail your first impression with site visitors.

Site visitors will be able to process your message better the less they have to read, click on, or watch. Images and videos are excellent pieces of content, but not when they are overwhelming.

Each page of your site should have only a couple high end images and any videos need to serve a purpose. Do not put videos on your site for the sake of having a video.

Having a strong heading structure will make it so that visitors will be able to skim any writing on your website and understand the gist of what you are saying.

Be Redundant… Tastefully

Your main goal is displayed loud and proud on your home page. Now what?

As visitors interact with your website and scroll through different pages they will forget about that main goal.

For example, if your main goal is to recruit more drivers you would say that right on the homepage for drivers to see. Then as the drivers click through your site to learn more about your company they will forget to to apply by the time something else grabs their attention.

This can be avoided if you are strategically redundant.

Each page of your website needs to have a call back to your main goal. This will ensure that site visitors do not forget about that goal and they will be far more likely to act in favor of that goal.

Calls to Action Littered Everywhere 

Call to action symbol

The call to action is where you reach your handout and invite the site visitor to act in a way that benefits your main goal.

Most websites have a call to action at the top of each page, which is good but not best. In order to maximize on your website, you need to sprinkle your CTAs throughout your site.

Spreading CTAs throughout the pages on your site gives the site visitor more opportunities to act. Placing only one CTA at the top of a page is asking for the site visitor to act before you have convinced them to do so.

However, having CTAs littered throughout allows the site visitor to click on the CTA the moment they are convinced to do so. They do not have to scroll throughout the site to find the CTA again.

Mobile First Design

The majority of people that visit your site will be doing so on their mobile device. Studies have found that in the second quarter of 2020, mobile devices (excluding tablets) accounted for 51.53% of global website traffic.

Mobile users on the web have become so prominent that Google now crawls your site for mobile usability first before desktop usability.

Your website must be designed to be easily navigable from a smartphone. Doing so will make your site more accessible which increases the amount of traffic you receive. More traffic leads to more driver applications and more business.

Easy to Digest Content

Content is king. It is the best way for carriers to build relationships with potential drivers and customers.

The reason that people visit your website is because they have questions about your company that they want answered. Easy to digest content is the best way for your company to answer those questions.

Plus, well curated content will be shared on social media platforms and generate awareness for your company.

Your website should be filled with short videos, well written blog content, and info graphics.

Content is King

The website is oftentimes your first impression, and the first impression is the most important. Having the best trucking website design compared to your competition will lead to your company hiring more drivers and booking more business.