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:
- Increase Facebook Advertising
- Focus More on Content Production
- Cutback on Geotargeting Recruitment
- Revise Your Trucking Recruiting Website
- Reflect on Previous Year to Improve for the Next
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
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.