September 1, 2021
Are you fishing with a net or a spear?
In other words, are you attracting best-fit drivers with your ads or are you wasting time with unqualified leads? You need ads that make it easy to attract, recruit, and hire the drivers you want while avoiding the drivers you don’t. This article will explain why you aren’t getting those results today.
You’re not the only trucking company struggling to hire qualified drivers. It’s a national issue. Consider some of the following statistics from The ATA regarding the lack of qualified drivers:
All that to say, you’re fighting an uphill battle that will only get harder. So what do you do? Throw your hands up and admit defeat? Of course not. You take action to hire as many qualified drivers as you can. You need to leave the driver shortage for your competition.
You can’t control the fact that the nation is struggling to find qualified drivers. However, your lack of qualified drivers in your pipeline isn’t only affected by outside factors. You’re likely dealing with two self-imposed challenges in your recruiting process:
You need to address these two concerns before you can fill your fleet with all-stars.
Get on google right now and search “trucking jobs near me.” You’ll probably see 5 or 6 ads that say the same thing: family-owned, get treated with respect, great hometime, blah, blah, blah.
Now, pull up one of your ads. How similar does it look? Does it say anything unique compared to the dozens of trucking ads it’s competing against? If not, it’s no wonder your ads aren’t attracting qualified drivers.
You need something that makes drivers stop scrolling through their social media feeds and say “Wow, I gotta click this ad.” We call it your purple cow - a purple cow turns heads in a field of black and white spots.
You need to write ad copy that makes you stand out as the purple cow. There are dozens of strategies to do so, and we could write an entire book on effective ad-writing. For the sake of this article, we’ll point out just a few effective strategies:
The second self-imposed challenge you need to overcome is your negative vs. positive driver reviews of your company. You’re probably thinking this is outside your realm of control, but the fact is, you have direct influence over whether you have more positive than negative reviews.
The biggest mistake you can make is underestimating the power reviews have over how many qualified drivers apply to your company. Consider these two facts:
Drivers care about what other drivers say more than what you say. They’ll believe your reviews, and if you have a low rating from past drivers, you’re not going to attract high-quality leads. They’ll go with the company that has an average of 4-star reviews over the one with 3.5, every time.
Schedule a 30-Minute Driver Recruitment Meeting
So, how do you swing the odds in your favor? There are a couple of strategies you should implement:
It’s no wonder you’re struggling to find qualified drivers. Nearly everyone is. You’re not helpless, though.
Get more responses on your ads with better ad copy and more positive reviews. Take action to overcome the hiring challenges we’re all dealing with. You’ll grow your fleet of all-star drivers while your competition wonders where all the qualified leads went.
Sign up to our newsletter
Get the latest articles on all things transportation delivered straight to you inbox.Schedule a live demo