Truck drivers are constantly bombarded with job postings and advertisements from different carriers. As a recruiter, your job is to reach as many potential drivers as possible and convert them into your fleet. This becomes extremely challenging when your job postings are ordinary and just like everyone else’s. You need more engaging content in your job postings to distinguish yourself from other carriers. Here are 4 tips to improve your truck driver job postings.
1. Choose written content carefully
There’s no doubt about it—the bulk of your job posting is going to be written content that includes a job description, basic requirements, and information about your carrier. However, you still want to be selective about how you write these sections. You can improve your job postings online by using carefully selected key phrases optimized for reaching your target audience. Even if your job postings aren’t online, you can be smart about which language to use. Using industry-specific phrases and simple language that truck drivers are familiar with will help tailor your posting to the right audience. Basically, you want to use the phrases that drivers are using, speaking, or searching.
2. Short, but informative
The length of your job posting can be tricky. We’ve seen all kinds of job postings and advertisements. Some carriers write just a few sentences and tease their audience with few details. Other postings are entire volumes of text, which no driver in their right mind is going to read through.
You want to strike a balance here—your posting should be long enough to hook drivers and give them the important details.
If your post is too short and lacks key details, then you haven’t caught their interest enough to follow up. You may be surprised to hear that if your post is too long, then drivers won’t actually read through all of it, and they’ll miss important details that you actually provided! Whenever in doubt of the length of the job posting, just remember the purpose of it. The purpose isn’t to give drivers all the information they need to make the decision, but rather to hook them with enough information so that they follow up. Be sure to provide a website or phone number so they can learn more.
3. Hierarchy of text
How do you provide enough information in the job posting without making it monotonous? The trick is to use a varied hierarchy of text to mix up how the information is presented. Resist the urge to write a word soup of sentences that aren’t connected. You can distinguish different sections by using proper headings. Use bullet points instead of paragraphs. Distinguish important details by using bolding, underlines, or different font sizes. Even though people are reading text, the human brain still processes it visually.
Anything you can do to visually catch the eye of the reader will make that information stand out and be considered important.
You can use this effect to highlight different parts of the job which you think are more important. If your carrier prides yourself on new model trucks or providing training, then that’s the text which should be highlighted.
4. Use multimedia to paint a story
Speaking of visuals, don’t forget the power of images and videos. Not all the important information about your job or your carrier can be conveyed through words. Using strong images can help paint a picture, literally, of what life as a driver for that carrier would be like.
They say a picture is worth a thousand words, so imagine how many a video is worth!
Videos can include testimonials from current drivers and day-in-the-life features. You can use the strengths of multimedia content to show your company culture and values. Drivers care about things like job satisfaction, professional development opportunities, and being part of a team. Writing about how your carrier can provide these things won’t be as effective as showing them directly.