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.

5 Tips to Get the Most Out of Video Interviews

In person interviews have not been possible since March. This means that if you have hired any drivers in the past three months, you had to conduct a video chat interview. Whether you are using Zoom, Google Hangouts, etc. you need to be prepared. Follow this guide to get the most out of your video interviews.

Man gets the most out of video interview

1. Set the Bar for the Meeting

As the interviewer, it is up to you to be an example of what it means to be a professional at your company. You need to set the bar for the interview.

One way that you can set the professional bar is by dressing professionally. Working from home it is tempting to remain in your comfortable clothes, but when you interview you are the face of your company.

Drivers are going to judge your company based on you. So dressing professionally will send the message that your company takes themselves seriously. Professional drivers want to work for professional companies.

The next thing you need to do is find a space that has quality lighting and is in a quiet space. Doing this will ensure that the driver will be able to see you clearly and there will not be any interruptions.

2. Understand Technical Difficulties

You need to remember that this world is new to the drivers as well. Many of them are going to struggle with interviewing remotely.

If a driver you are interviewing hops on the call late because they could not load the page, or if the call drops, you need to work with them.

Do not rule out hiring a potential driver because they could not figure out the video interview. Have patience, rushing to judgement will lead to you ruling out quality drivers.

3. Record and Review Later

There is no doubt that interviewing drivers in person is the best way to gauge a potential employee. However, video interviews have certain advantages.

The biggest advantage that video interviews have is that it is easier for you to record the interview and review it later.

You will become fatigued if you conduct multiple interviews in one day. This can lead to you overlooking a great driver.

Recording and reviewing the video interviews will help ensure you offer your positions to the most qualified driver.

4. Provide Clear Instructions

As mentioned earlier, drivers are likely to struggle technically with the video interview. The best way to avoid this is to provide clear, step-by-step, instructions prior to the interview.

The more you can do to eliminate technical barriers, the more you can focus on the driver. This way you can get a better idea of who the driver is as a person.

5. Ask Questions That Generate Articulation

Because you won’t get to have the human interaction like a typical interview, you need to ask questions that get drivers to explain themselves.

Here are some common video questions to ask drivers:

  • Why did you decide to apply with our company?
  • Why are you a truck driver?
  • Describe the best work environment you have been a part of
  • How did you manage driving your toughest routes?

Driver providing articulate answers on video interview

Video interviews will not allow you to test a driver’s capabilities so you must get drivers to describe their skills to you. You will have to make your hiring decisions based on how drivers are able to articulate their thoughts. Because of this, the questions you ask directly affect retention and overall company performance.

If you don’t know what you are doing with video interviews, it can lead to hiring the wrong person. Follow these 5 tips to get the most out of your video interviews.

7 Tips to Improve Your Employer Brand

Your company has an employer brand whether you actively work on it or not. Quality drivers are well aware of the best and worst employers. Here are 7 tips to improve your employer brand.

Benefits of a Strong Employer Brand and What it is

Employer branding is how potential drivers perceive your company. This is your reputation as an employer.

An employer branding campaign aims to improve your company’s attractiveness to the top drivers and increase retention rate.

Building your company’s employer brand will lead to lower recruitment costs. Drivers will know that your company is a great place to work and will actively seek out opportunities to work for you. Your company will not have to spend exuberant amounts on job postings.

The strongest employer brands attract the top quality of drivers. Truck drivers that are true professionals, and take pride in their craft, want to work for carriers that are the best of the best.

Lowering your recruitment costs and hiring the top talent is going to lead to improved company performance.

What's your brand written out on clipboard

How to Identify Your Employer Brand

Before you embark on building your employer brand, you need to assess where you are starting from.

Employer review sites, like Glassdoor, are the best place to begin identifying your employer brand. Glassdoor gives you quantitative ratings and how each rating stacks up against the competition.

Computer tab open to glassdoor

After reviewing your rankings on sites like Glassdoor, the next step is social listening. Social listening is done by searching your company on social media. You need to read your mentions and interactions. Reddit forums and trucking social groups are a great place for social listening.

If your employer turnover is high, that is a key indicator you have a weak employer brand.

7 Tips to Build Your Employer Brand

  1. Define What You Want the Culture to be

    If your company does not have a clearly defined culture then it is up to you to define it. Write out a clear vision and mission statement. 

    Once you have your vision and mission statement, establish 3 – 5 company values. These values are at the core of your company’s decision making process.

  2. Hire Culture Fits

    After defining what the company culture is, start hiring drivers that match your culture.

    You can do this by communicating the company values to potential drivers in the interview process. The drivers that you hire should strongly identify with at least two of the values.

    Potential hires that do not align with company values will not do well in your company and will hinder your employer brand.

  3. Treat Potential Drivers as Customers

    Quality truck drivers are the most valuable asset to your company. Companies that employ top notch professionals experience lower turnover rate and higher profits.

    During the hiring process, you need to treat the drivers as customers. It is up to you to ‘wow’ them. Sell the drivers on why working for your company will make their lives better.

    Treating potential drivers as customers will help you attract the top professionals.

  4. Use Storytelling

    You need to be frequently producing content that tells the story of your company. Tell stories about how much your current drivers love working for you.

    Potential drivers and passive candidates will interact with these stories and recognize your company as a great place to work. Positive stories build up employer brands.

    Hand writing Tell Your Story in expo marker

  5. Act on Feedback

    As you are going over your reviews on Glassdoor and conducting social listening, you will come across plenty of feedback. Assess whether this feedback is legitimate.

    If you come across positive feedback, double down on what you are doing well. Negative feedback that is brought up repeatedly needs to be fixed.

  6. Increase Driver Perks and Benefits

    The quickest way to get your drivers to brag about your company is by paying them more.

    However, solely paying your drivers more is not enough to build up your employer brand. You need to utilize all 7 tips.

  7. Be Authentic

    Drivers will see through you if you are not being authentic.

    To avoid this, come up with company values that your staff truly identifies with. Do not set values that you think potential drivers want to hear. That is inauthentic.

Whether you are aware of it or not, you have an employer brand. Drivers are taking note about which companies are best to work for. Follow these 7 tips to improve your employer brand, attract the best drivers, and increase company profitability.

6 Tips For a Successful Digital Driver Recruitment Campaign

Digital recruitment campaign graphic

57% of the world’s population are active internet users. The internet has changed nearly every aspect of our lives. Because of this, it makes sense that recruitment campaigns are becoming more web based. Companies are shifting from print media and career fairs to digital driver recruitment campaigns. Digital driver recruitment campaigns are more efficient than the old methods and they provide a higher ROI. Here are 6 tips for a successful digital driver recruitment campaign.

1) Create Relevant and Engaging Content

Prior to publishing any recruitment content you need to decide who your ideal candidates are. Are you hiring for diversity? Are you in need of a driver with specific endorsements? Do you want to hire team drivers? Use these answers to guide what type of content you create. For example, if you are wanting to hire team drivers you must use images of team drivers in your ads.

2) Be Active in Trucking Social Media Groups

Facebook and Linkedin have hundreds of groups dedicated to connecting drivers with recruiters. Being active and establishing a presence within these groups is an excellent way to find new drivers. However, it is important to note that there is a lot of competition in these groups. Drivers are bombarded with job opportunities from recruiters. Standing out from all the other job postings in these groups can be a challenge. It is important to be active in these groups but do not put all of your eggs in this basket.

3) Build Your Reputation as a Company That Prioritizes Drivers

Drivers talk with each other constantly about the companies they work for. Your company will be discussed online between drivers. If your company prioritizes its drivers, word will spread. On the flip side, drivers will know if your company does not prioritize its drivers. By building a reputation as a company that prioritizes drivers, applicants will keep an eye out for your job postings. Build a reputation as a company that prioritizes its drivers by incorporating trust into the hiring process and using effective retention strategies.

4) Use Tools That Screen Out Unqualified Applicants

Implementing a digital recruitment campaign allows you to use digital tools that streamline the process. Programs like Zapier or ZipRecruiter filters make it so that you never have to see any applicants that do not meet your requirements. Recruiters do not need to waste their time with unqualified driver applicants when digital recruitment campaigns are used.

5) Geo-Target Drivers in Your Hiring Region

Geo-targeting  enables you to send ads to drivers in specific regions. Do not waste your time sorting through applicants from outside your hiring region. Digital recruitment campaigns will only be seen by potential drivers within your hiring region. Another advantage to geo-targeting is that you can send ads to areas that you know drivers will be. You can target truck stops, driver conventions, CDL schools, etc.

6) Design a Landing Page That Encourages Drivers to Apply

A well designed landing page is essential for any digital recruitment campaign. Even well crafted and placed ads will not generate applicants if the ad is not linked to a landing page. Drivers do not want to click on an ad that takes them to the homepage of your company’s website. An ad should link to a landing page that sells the driver on working for your company and allows the driver to apply on the page. According to Kelly Anderson, shortening the recruiting cycle will lead to more quality drivers applying for your positions.

Digital driver recruitment campaigns can be a daunting task. If you do not know what you are doing then you will see poor results and feel as if you wasted time and money. However, follow these tips to start seeing positive results. Digital driver recruitment campaigns will become your go to recruitment strategy.

How to Keep Drivers From Backing Out

Hiring qualified truck drivers is hard! That is no secret. Writing enticing job posts, getting drivers to apply, going through the interview process, offering the position, and putting the driver through orientation is a long and expensive process.

The average cost to hire a new driver is $8,612. As a recruiter, nothing is more deflating than going through 95% of the process only to have the driver bail. Unfortunately, this occurs far too often.  A survey conducted by Robert Half staffing agency shows that 28% of people admit to backing out of a job offer after accepting it. Here is how to keep drivers from backing out before orientation.

Offer Competitive Benefits, and Shout Them From the Rooftops

Many truckers feel that they are underpaid, overworked, and treated with little respect. This feeling is one of the driving forces behind the high turnover rate. If your company is offering benefits that are on the low side then drivers are likely to back out.

The Robert Half survey mentioned earlier found that of all the employees who backed out of an offered position, 44% of them did so because they received a better offer from another employer. Offering competitive benefits is only part of the equation.

As the recruiter it is up to you to make the benefits of the position abundantly clear. Handing the applicant paperwork that lays out the benefits is not enough. Repeatedly through the hiring process you need to highlight the benefits offered.

Get the applicant excited about the opportunity. If you do not ingrain the company’s benefits into the applicant’s mind you are leaving the door cracked for another company to use their benefits to lure the applicant away.

Slow Onboarding Speeds Increase Frustration 

A slow onboarding process can be frustrating for new hires. Being hired by a company  is an exciting moment for drivers. Either this is the driver’s first driving job, it is a second chance, or they are being hired for a position that better aligns with their personal needs.

However, a painstaking onboarding process can kill that excitement the driver felt when initially hired. Difficult paperwork, manually submitting documents, figuring out how to get to orientation, delayed drug tests, etc. are all headache inducing actions.

In addition to increasing the levels of frustration, a prolonged onboarding process increases the amount of time other companies have to lure your hire away from you. High levels of frustration combined with an extended amount of time for competition to poach your applicants is a recipe for disaster.

Tenstreet has some excellent tools for increasing the speed of your onboarding process.

frustrated driver on the verge of backing out of their new job

Personally Call Your Applicants at Each Step

In the past, we have written about the importance of calling leads immediately after they apply. Phoning does not lose its importance as the hiring process goes on. In fact, phoning becomes more important. You must be calling your applicants as much as you can.

By calling the driver you will establish a personal relationship with them. 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. Applicants will feel loyal to you if you take the time and effort to build a relationship with them.

As a truck driver recruiter dealing with applicants backing out of a position is part of the job. That does not make it any less frustrating. By taking a few extra steps, you can keep drivers from backing out before orientation. Make sure the driver knows the company benefits, speed up your onboarding process, and build a personal relationship by calling the driver frequently.