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How To Create Compelling Advertisements

Posted by Scott Rea on October 16, 2017 in the category Recruiting
How to Advertise to Truck Drivers

Advertisements are essential to recruit more drivers into your fleet. 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.

4 Steps to Create Advertisements for Truck Drivers

Apply these to your advertisements and you will discover that you’re capable of creating something better than your average trucking ad:

1. Interrupt

You have less than one second to grab a person’s attention when they are scrolling through a job site on their phone or computer. 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.

2. Engage

Now you have their attention, you need to reel them in further. You only have 1-3 seconds, so you need to add words carefully chosen to go with your image. 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 because a lot of companies promise “great starting pay” or “ a lot of home time” without attaching to a tangible number. Be straight with them and don’t make a promise you can’t keep.

3. Educate

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 simple points. Keep it short and clear because the human brain is not programmed to retain a ton of information at a 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.

4. Call to Action

What you want now is for that driver to contact you. Most drivers will want to ask some questions to learn more about the company anyway, so the best thing you can do is attach the number of a recruiter or the company office so he or she can get that information. Add in a link for a landing page on your website underneath the phone number so drivers can look for themselves if they are unable or unwilling to call and need that option.

This is 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 lays everything out quickly and easily. So start implementing this process in your recruiting efforts to see better results instead of continuing to recruit like the other guy

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