What Do Truck Drivers Want From Their Employers

I am sure you have asked yourself “what do truck drivers want?” while trying to recruit drivers. Truck drivers want pay that respects their time and energy, time at home with their families, to be safe, and be a part of a family. It boils down to truckers want what we all want.

Sticky note of recruiter asking what do truck drivers want.

Pay That Shows Respect

The median pay of truck drivers is $45,260. If you ask drivers they will tell you that their pay is far too low for the work they do, and they have a legitimate case. Look at how CDL drivers across the country stepped up when we needed them most at the start of the pandemic.

Truck drivers, like most people, view their pay as a sign of how much their employer values them. Start paying your drivers more to show them that you recognize how critical they are to your company’s success.

In addition to low wages, most drivers are not fans of the CPM payment structure. So much of the trucker’s job involves labor that does not include driving on the road. Drivers should be paid for this labor.

Switching your payment structure from CPM to either hourly wage or salary is exactly the type of thing that truck drivers want from their employers.

Home Time to See Loved Ones

Truck drivers often start their careers as young people with little responsibility. This leads to them accepting positions that have them on the road for long periods of time. They accept these positions because they want to travel the country and earn more money.

However, as drivers age they begin to prioritize settling down. This means that they are looking for positions that provide them more home time.

As the truck driver recruiter, it is up to you to constantly gauge your drivers and see where they stand. You need to find the truck drivers looking to settle down and offer them positions that offer them more home time.

Ray Haight discusses the importance of home time in his retention series Ray Knows Best.

Happy couple enjoying their home time together

Safety Comes First

Safety is one of the most important things for CDL drivers. No one wants to work for a company that places them in situations that compromise their safety.

Unfortunately, many truck drivers feel as if their employers value profits over the safety of the truck drivers. They will share horror stories of dispatchers forcing the driver to drive through the night, despite a lack of sleep, to make sure the shipment arrives on time.

Quality truck drivers want to make it home to their family/loved ones safely. Quality truck drivers want to work for a company that prioritizes their safety and well being.

Family Atmosphere 

Above all else, truckers want to work for a company that makes them feel like they are a part of a family. Drivers are looking for companies where upper management knows the names of their drivers.

“Employees who feel valued are more likely to be engaged in their work and feel satisfied and motivated.” – Christy Matta, M.A

Imagine your child (substitute any family member if you do not have kids) works as a driver, how would you want them to be treated? The answer to that question is how you need to treat your drivers.

The best way to promote your company’s family atmosphere is through a comprehensive social media campaign.

Employees that work for a family atmosphere

Knowing what truck drivers want from their employers can help you recruit more effectively and retain better. Do not over complicate the process. CDL drivers are people too, they want what we all want.

Remarketing: What it is, How it Works, Why You Need it

Digital driver recruitment requires a lot of moving parts all working towards the same goal. One of those moving parts is remarketing. Done properly, remarketing is a key component to increasing the number of driver applications generated by a digital recruitment campaign.  Read to learn about remarketing: what it is, how it works, and why you need it.

What is Remarketing?

Have you ever visited a website, left without making any purchases, and then while scrolling through social media an ad for the site you just visited pops up? That is Remarketing.

Using a remarketing platform enables companies to show targeted ads to people who have visited their site previously.

For example, drivers that visit your company site will see your ads browsing other websites, watching YouTube videos, or reading the news.

Think of remarketing as a second chance for drivers to apply to work for your company.

How Does Remarketing Work?

The driver experience flow is straightforward:

  • Driver visits your website or consumes your brand’s content
  • That driver is now tagged with a cookie and added to a remarketing list
  • Ads are shown to drivers on the list while they scroll the web

Adding remarketing advertisements is also a simple process:

  • Setup an account on Google Ads (the Driveteks’ recommended tool) and get the remarketing tag. The remarketing tag is a piece of HTML code you copy and paste into the body of all landing pages on your site.
  • Collect a list of drivers that have visited your site. The HTML code will automatically start collecting the cookies of everyone who visits the site.
  • Create the content you need to advertise to potential drivers (images, videos, graphics, etc.).
  • Launch the campaign. Set your budget within Google Ads, and once you officially launch Google will send your ads out to everyone on the list. Driver flow of remarketing experience

Why You Need to Start Remarketing

As mentioned earlier, remarketing gives drivers a second chance to visit your site and apply. Remarketing is a reminder to the driver that they showed interest in your company.

According to Drive My Way, the average driver has at least 8 touch points with a company before taking actionable steps toward employment. Remarketing is an easy way to get one of those touch points. Your ad will reach them at an unexpected time and prompt them to reach out.

Without remarketing, drivers that visit your site will often forget about your company. This will happen no matter how great your site/ company is.

Remarketing is not going to be the reason a driver applies to work for you. Remarketing is the reminder that gets drivers thinking about all reasons they want to work for your company.

Any digital driver recruitment campaign that does not include remarketing is incomplete. No matter how strong your site design, call to action, or job offer is, drivers that visit your site need that reminder to go back and apply.