Given the shortage of drivers currently facing the truck industry, there’s a constant need to keep recruiting truck drivers. While hiring, training and retaining drivers over the long-term is crucially important, and presents its own challenges, it all begins with recruitment of the right candidates.
If you can’t attract talent and recruit them into the organization, you won’t be able to even think about retaining them to meet the demands of the market. These four tips will help you improve truck driver recruiting.
1. Make your marketing driver-centric
Remember that drivers are going to find information about prospective companies and fleets on the regular marketing channels. So, good recruitment actually begins with good marketing presence and carefully curated content.
What kinds of content currently exists on the company website and Facebook page? If it is only information about how successful the company is, it won’t be of much use to a prospective employee. Ideally, much of your content is also driver-centric—that is, it details what kinds of benefits the drivers can get from that company.
Ultimately, a driver wants to know that the company will treat their drivers with care and provide the benefits they are looking for.
Highlight any wellness programs and culture initiatives that differentiate your company from the rest of the competition. Clearly provide information on schedules, work-life balance, fleet amenities and the rest.
The best marketing also includes testimonials from current drivers who have been satisfied with the experience so far. When designing the content, remember the drivers will always ask, “what can they do for me?” Making your marketing driver-centric will ensure that you provide an excellent answer to that question and will form a strong impression in their minds
2. Target the right audience
Before you start moving prospective drivers through the recruiting pipeline, you must make sure you’ve selected the right pool of candidates for the job.
Many driving fleets will have very specific needs and requirements that not all candidates would be ideal for. Targeting the precise segment of candidates can make the process more efficient and effective.
With the aid of databases, you can select drivers based on driver type, years of experience, haul experience, geographical location, or other factors. Focusing on any one of these particular segments ahead of time will save you time and energy as a recruiter, and increase overall effectiveness of converted drivers. Not optimizing this part of the process means you’ll spend potentially hours chasing leads which were never well-suited for that particular fleet or job.
If you don’t have data on prospective drivers, Drive My Way can help you target the specific segment of drivers needed for your particular situation.
3. Use the latest digital recruiting methods
Use the latest and smartest, strategies to attract and recruit the talent you’re looking for. Social media is growing as a tool and drivers use these platforms to research companies, read comments, and evaluate employers. When viewers like, follow, share, or comment on your content, it can increase the audience exponentially.
Making sure you’re advertising job postings on social media isn’t enough— post engaging content on your platforms which drivers will want to view (see tip #1). In addition, search engine optimization of your content will ensure that your website is receiving as much traffic as possible.
Use software such as Google Analytics or Google Keyword Planner to optimize your posts for trending phrases and words. Since drivers are on the road often, they’ll use their mobile devices instead of laptops to search for job leads.
Making the application process simple and easy will go a long way toward removing recruiting bottlenecks. Make sure that the applications are short and mobile-friendly.
Drivers will usually not have enough time to fill out long applications in one sitting, so make a shorter version with only basic information required, with the option to complete the remaining later.
Digital tools for recruitment and advertising are constantly improving, so keep and eye out for the latest and use your judgment on whether it would be useful.
4. Re-engage old leads
One unique challenge in the trucking industry is the unusually high turnover rate for drivers. This presents a difficulty for recruiters which isn’t faced in most other industries or sectors of the economy.
By re-engaging old leads and cold leads, recruiters can continually bring people into the pipeline even if they had dropped out before.
Many prospective drivers who were previously unavailable or chose to drive for a different fleet may be available soon. Leads and prospects that have gone cold or did not convert into driver status should not be forgotten, but rather kept in mind for the future.
While you don’t want to constantly pester them as to their status, you do want to make sure you follow up from time to time. Use drip marketing or engaging content on blogs, social media, or newsletters to stay connected with them and keep them in your radar. This leads to your fleet being fresh in their mind, and on their radar, when they’re considering a new employer.
While recruitment and HR management in the trucking industry presents unique difficulties, it also provides some opportunities through these tools and tricks. Master these four tips and recruiting truck drivers for your company will become less daunting.