January 10, 2017
The average age of your driver population is going through the roof and you desperately need a game plan to bring the next generation into your trucking company. What can you do to recruit more drivers without spending a ton on marketing and advertising? Read the list to find out:
There is good news if you are like most trucking companies who need drivers: improving your messaging will have the biggest impact to increase your recruiting pipeline without spending an extra dollar. Start with a simple self-evaluation:
You need to clearly define your audience before you create a message for them. It’s much deeper than a class CDL A license holder 50 miles from your terminal. Use the results from your stay interviews to specifically define your current driver demographics (gender, social class, age and location) and psychographics (values, motivations, and personality).
Every driver has some problems with their current job (everyone does for every job – it’s why we call it work). You cannot solve them all, but you do have certain strengths. Go back to your notes on the last 15-20 drivers that you hired and figure out why they joined you. Look for trends to identify the top driver pain points you could solve.
Competing alternatives include direct competition, indirect competition, and other blue collar jobs. Ask your recruiter(s) which companies drivers tell them are better than you. Scope out those companies’ advertisements and their job postings. Create a value curve to summarize your strengths compared to the competing alternatives.
The value curve is a great tool to visualize how you stand out from the crowded driver recruiting marketplace. Be as specific as possible when you create your message. Avoid platitudes that you cannot back up like “best home time” and “great miles”. If your competition can put their logo on your ad, how can a driver tell how you are better than the competition? Test your new message with the drivers you used in the stay interviews to confirm you are accurately portraying the job.
Generations are shaped by shared events, technology and parenting styles. The short version of what has shaped millennials:
This background can help you understand why millennials:
So there you have - no ad spending, but just a little self-exploration about your company to help target the next generation of drivers.
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