This blog post was updated on June 1, 2021.
Driver advertisements are essential to recruiting 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.
The four steps to effective advertising are interrupt, engage, educate, and call to action. Apply these to your advertisements and you will discover that you’re capable of creating something better than your average trucking ad.
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.
Now that you have their attention, you need to reel them in further. 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 to a tangible number. Be straight with them and don’t make a promise you can’t keep.
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.
What you want now is for that driver to contact you. Make it really obvious what they need to do next, and make it easy too. It should be as easy as clicking a button to take them to an application.
Our product A-Suite Ad makes it easy to craft compelling advertisements with a clear call to action.
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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