Are you struggling to fill empty seats with the right drivers? Like you, we used to wonder where all the good drivers are hiding. Your driver problem can be solved. It just needs a new perspective.
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:
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If you’re like most trucking companies, you have some social media presence but you struggle to capitalize on it. We have some good news for you: you’re on the right track. The vast majority of your current and prospective drivers are on social media. Here are some statistics to back it up.
Drivers are on social media and applying for jobs on their phones and tablets. You have to meet them there if you want to keep hiring quality drivers. The good news is any company can make a plan for effective digital/social recruiting and execute it.
There are two things that are table stakes for any type of digital driver recruitment (including social media recruiting):
When you capture a driver’s attention on social media, you want them to quickly provide their contact information that integrates with your ATS.
You're handicapping yourself without these baselines. An ATS allows you to easily track and manage all of your sources and driver prospects in one place. A mobile-first application allows your drivers to apply from a truck stop, while they're unloading at a customer, or waiting for their next load. These two work together to bolster your digital recruiting efforts.
3 Steps to Developing a Driver Social Media Recruiting Strategy
Once you have an ATS and mobile-first applications, it's time to develop a strategy for reaching qualified drivers. Here are a few steps to consider:
Before you get started, it's important to know where you want to end up. Going into social media recruiting with unrealistic (or no) expectations can be a recipe for failure. So before you dive in, consider some of the following goals, and make them SMART (specific, measurable, attainable, relevant, and time-bound):
If you're fishing in the middle of the ocean, you might not get many bites; but if you're fishing in a well-stocked pond, you're likely to have better success. That's the importance of targeting the right audience on social media. Defining your ideal applicant profile before starting to recruit helps you reach the right candidates, save time (and money), and personalize your messaging to ideal driver candidates. For example:
Something to remember: many of your competitors are recruiting the very same driver candidates that you are. This means that if your content (text, images, video, etc.) looks the same as theirs, candidates won't be able to tell you apart. That's why engaging content is a critical part of recruiting drivers on social media. Here are a few tips for creating engaging content:
Once you have an ATS and mobile-first applications, you're ready to step up your social media recruiting. Here are three methods to get you started.
People post too much information about themselves online. That's great news for your digital marketing efforts. With modern tools and marketing technology, you're able to identify key details for your driver demographics and psychographics. Organize your targeted demographics and psychographics into groups called Driver Personas. These personas will be your guide to setting up effective targeted ad campaigns.
Of course, creating and managing targeted ads with A/B testing can be complicated. That's why large companies with marketing teams jumped on the train first. There are plenty of companies like us who can help you build, manage, execute, and measure these campaigns.
We have heard many transportation companies have reservations about using social media due to their fear of negative reviews. If people want to post a negative review, they’re going to find you. You’re better off playing offense than trying to hide.
It's true that negative employee reviews on social media can tarnish your reputation and give a quality driver pause to apply. However, if negative reviews hold that kind of power, positive reviews are equally as powerful.
If you want to build positive reviews, it's not enough to rely on the chance that your employees will leave them on your behalf. You need to ask your best drivers to leave positive and honest reviews. They're likely to say yes if you explain why. If you have a referral bonus program, they'll be even more inclined. That way, you'll build a solid reputation and develop a driver-centric brand online. These efforts will produce more applications from higher-quality leads.
We had a great conversation with Joel Mandelbaum on our podcast about this very topic. Check out that episode of “Solving the Driver Problem” here.
Not all online content is created equal. If you want an effective social media presence, you need content that catches people's attention. Humans are visual creatures. That's why pictures are more effective than just text, and video is the best of all. Video ads have the highest click-through rate of any digital ad format at 1.84%. Including relevant pictures and videos in your social media posts and ads means more clicks from interested leads.
Read the blog post: Positive Employer Branding Grows Your Fleet
Our friends Kyle Kistynik from Jetco Delivery and Marilyn Surber from Melton Truck Lines joined us to provide real-life examples of trucking companies that have driver brands that appeal to all drivers.
The webinar included a live Question and Answer section that was brimming with activity. Below are some of those questions that focused on social media.
Social platforms can have great success if you have a dedicated person managing those pages. Pick three sites to hone in on (most drivers are on Facebook, YouTube, and the younger ones are on Instagram). To improve retention, use these sites for daily communication with your drivers.
The recruiting benefit is that prospective drivers will come to these sites to evaluate your company. They will see how well you treat your existing drivers. Of course, this strategy assumes you already treat your drivers with respect. Creating a posting schedule can be overwhelming. We created this Social Media posting calendar to help out.
Our marketing team says about 25% are negative. However, Marilyn stated that most of the time her drivers will defend Melton publicly. We've seen the same, and this is the best-case scenario. If they don't, it's up to you. Prospective drivers will respect you for replying in a timely and professional manner.
The first step is to create your brand statement. Create a unique message that in one sentence tells your target audience why you have the best driving job available. Only then can you select advertising sources that attract your target audience.
Mass market sources like TV, radio, and billboards are expensive and inefficient. We currently prioritize targeted ads on Facebook, YouTube, and Instagram, as well as job boards like Jobs in Trucks and Craigslist. Know your audience. Find their pain points and understand how your competition addresses those issues in ads. These will help regardless of the size of your company.
Recruiting 101 says to go where potential drivers are. Well, drivers are on social media.
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