Truck driver recruitment is changing before our very eyes. In today’s trucking world drivers are checking job opportunities 24/7. Smartphone technology is the driving force behind this shift in trucking recruitment. This shift is causing recruiters to focus on the importance of mobile-first recruitment.
Mobile-first recruitment is the practice of combining mobile advertising and optimizing your website for mobile performance.
Mobile Devices are Taking Over Trucking
As a whole, the trucking industry is rapidly becoming more reliant on mobile devices. Both truckers and carriers believe mobile devices are a necessity in the industry.
In 2017, half of all drivers utilized their mobile device to communicate with dispatch. Gfk Public Communications conducted a study that found 61% of drivers would choose to own a smartphone if they were forced to pick between their phone and their computer. 92% of recruiters believe that a seamless mobile application process is mandatory.
It is evident that every aspect of the industry is shifting towards being reliant on mobile devices, but the question is why?
Carriers are deploying mobile devices in their trucks and having drivers download certain apps because of the real-time data they receive from these devices. In addition to drivers being easier to contact, the companies can track the drivers and measure their efficiency.
Also, training drivers to use mobile devices can save the company money. Mobile devices help drivers avoid driving through storms, traffic jams, etc.
Mobile Devices Increase Efficiency for Carriers
Truckers are able to use mobile devices to help them professionally and personally.
OTR drivers are on the road, away from loved ones, for weeks at a time. Mobile devices make it possible for drivers to stay in touch with their friends and family when they are on the road.
In addition to being connected with the people they care about, truckers can download apps that help them with trip planning, finding truck stops, logbook functions, and much more.
Mobile devices keep truckers connected and make their jobs less stressful.
Recruiters rely on mobile devices because drivers are heavily using their mobile devices. Certain technologies (geofencing, social media, etc.) enable the recruiter to send recruitment ads to the mobile devices of specific demographics. Utilizing mobile first strategy allows recruiters to recruit the exact kind of driver they are looking for at a cost effective price.
Mobile First Strategies Improve Business
FleetOwner wrote a story on how U.S. Express improved its business simply by increasing the performance of their mobile site. Using Google’s Accelerated Mobile Pages (AMP), U.S. Express optimized its recruitment site’s mobile performance.
AMP increased the load speed for U.S. Express’ site by five times and increased job applications by 62%.
By increasing their mobile site’s performance, U.S. Express expects to save $1 million annually. They can use that to improve other aspects of their business.
U.S. Express simply improved their site’s mobile performance, had they paired that with a mobile based campaign they would have seen even greater results.
In 2019, 67% of drivers used their smartphones to look for new employment opportunities. By combining a mobile campaign with a site optimized for mobile performance, your company will place itself in front of drivers seeking a new position. Then enable them to seamlessly apply for your position.
As time goes on each aspect of trucking becomes more reliant on mobile technology. Carriers becoming more reliant on mobile technology will force their drivers to use their mobile devices more frequently. Drivers being on their mobile devices more frequently will cause them to look for better employment opportunities more often. It is a positive feedback loop.
Now, recruiters must capitalize on this trend by running recruitment campaigns built for mobile devices and have recruitment sites that are optimized to be used by a mobile device. Using a mobile-first recruitment strategy will increase the amount of applicants your company receives and improve your business.
Want help executing a mobile focused recruitment strategy? Call Drive Trucking today at (801) 204-5499!