Editors Note: We're giving away our driver recruiting secrets! Check out our free video series to double your hires without spending more on ads:
[Video Series] Purple Cow Academy—Double Your Hires
You need a consistent stream of qualified drivers applying to work for you. You can’t achieve this without effective truck driver recruiting ads.
Every company, trucking or otherwise, has ads for their business to try and attract new employees. What sets a successful ad campaign apart from a regular, middling one is an identity.
"What sets a successful ad campaign apart from a regular, middling one is an identity."
So how do you figure out what makes your company special, and then make ads around that? Read our 4 steps below to find out.
We’ve studied thought leaders in neuromarketing so you don’t have to. And after reading Patrick Renvoise and others for a decade, we learned that there is a simple four-step process for creating effective, engaging ads:
Follow these steps, and you’ll have ads that stand out from the crowd and attract best-fit drivers.
You have less than one second to grab a person's attention with an advertisement - especially if they're scrolling through Facebook on their phone. Visual images are the most effective way to get someone's attention, so you want to find one that defines an important point about your company. This has to be both accurate and clear to a prospective driver, or you're defeating the purpose. Try to focus on a common area of complaint like not enough home time.
To make your ads stop qualified driver candidates from scrolling past, consider trying some of the following tactics:
If you want to learn more about standing out with unique claims, check out our video series on finding your purple cow.
Now that you have your future driver’s attention, you need something that will make them bite. You only have 1-3 seconds to engage them, so you need to add words carefully chosen to go with your image. Explain why they would want to drive for you and not your competition.
If you've chosen to focus on home time, make them a guarantee of how much home time they can expect. Try to use specifics whenever possible. A lot of companies promise “great starting pay” or “a lot of home time” without attaching a tangible number. Numbers talk. Be straight with them and don't make a promise you can't keep. A few benefits to consider highlighting:
If you're looking to hire experienced drivers, make that clear in your job ad and focus highlight benefits that are aligned with experienced drivers, such as:
If you've done the first two parts successfully, you have their attention and have generated their desire to learn more.
Show them what your company is all about in a couple of simple points. Keep it short and clear because the human brain is not programmed to retain a ton of information at one time. We forget details about everything we read, so cut your company's whole culture and operation down to three aspects that will make the driver want to join. Each bullet point should be one to two sentences.
Longer-form content about your company and its culture can be well-suited for blog posts, social media, or a dedicated page on your website.
And don't forget, on most advertising platforms you'll have limited room for text (plus limited attention), so save details like specific job requirements for the job description.
You’ve attracted, engaged, and educated. Now, what do you want your potential drivers to do with this information?
This is called the Call to Action, and it will be different for every company. Usually, it’s filling out an online application. But regardless of what it is, you need it to be clear and easy to do from a phone. It should be as easy as clicking a button to take them directly to a job application.
Aside from the call to action, you should include a phone number for candidates to reach a recruiter or hiring manager. Some drivers still like to speak with someone over the phone before applying for a position.
Our product A-Suite Ad makes it easy to craft compelling advertisements with a clear call to action.
The key here is developing recruiting ads that attract qualified truck drivers, but all of that hard work can go to waste if you don't have an effective application process. Here are some quick tips:
While job boards are often an important part of the driver lead generation mix, job ads leave more room for creativity and uniqueness. Most online job boards offer employers the same layout and space for headlines, text, and details. Compelling ads can be the simplest way to get noticed in truck driver recruiting.
The main point is to have an identity built around a driver-centric culture and your own unique brand statement.
Successful recruiting starts with compelling ads that get people's attention and lay everything out quickly and easily. So start implementing this process in your recruiting efforts to see better results and stand out from all the noise on the driver job market.
Sign up to our newsletter
Get the latest articles on all things transportation delivered straight to you inbox.Schedule a live demo