3 Trucking Trends to Watch in 2020

The truck driver shortage and how to improve recruiting continue to be hot topics in the trucking industry. Finding and retaining good drivers is still a struggle for many trucking companies. If your recruiting strategy from last year didn’t generate the expected results, maybe now is a good time to try something new for this year. Whether you need to start from scratch or just make a few changes, we’ve got some ideas to help. Here we’ll explore 3 trucking industry trends to watch in 2020.

1. Focus on the driver’s experience

When thinking about recruiting in today’s world, a one-size-fits-all approach will not work. Each candidate is a unique person, looking for the perfect fit job for them. You can’t take an approach of simply doing things the same way again this year. There are countless opportunities to engage with your future drivers. And each one of those opportunities can be won or lost based on their experience at each step. Think of things in terms of being driver-centric in all that you’re doing.

Can drivers easily find your website? Is your application process easy? Does it work well on a mobile phone? When they call your 800 number can they get to someone quickly to help them?

Take a step back and look at every interaction opportunity with potential drivers. Be on trend with putting the driver first in your recruiting process.

2. Video testimonials

Video assets are great to have as a tool in your recruiting toolbox. One great video opportunity is to leverage your current drivers to share their experiences. Keep it short. Make sure it’s authentic, conversational and not forced. This means don’t give someone a script to read and put a camera in their face. Let them speak naturally from their own experience and talk about what they like about working for you. You don’t need to be the next Martin Scorsese either. A decent smart phone and some basic editing software can get you a great result!

Here’s a quick example of a driver video testimonial

This gives you an opportunity to let your current drivers spread the word for you. And for your potential drivers hear from their peers about why it’s fulfilling to work for your company.

3. Social channels

Now that you’ve developed some great videos, it’s time to get them out into your social channels. Social media is one of the biggest trucking industry trends for 2020. And continues to prove to be one of the lowest cost tactics you can employ in your recruiting process.

Statistics from Social Hire show that:

  • 80% of employers say social recruiting helps them find passive candidates
  • 67% of recruiters expect competition for candidates to increase
  • 70% of hiring managers say they’ve successfully hired with social media
  • 91% of employers are using social media to hire talent, today

One note about social media, is that there’s several avenues to potentially leverage. If you’re just getting started, pick one or two, and start small. If you don’t have a good Facebook page setup, it’s probably not imperative to get your TikTok account going. It’s best to keep your social presence manageable when you’re getting started. The key thing with social is to keep a steady stream of fresh content coming to keep your followers engaged.

Working through some of these trends can get your recruiting year off to a great start. Mixing in some new tactics while still fully embracing things like responding to candidates quickly, and measuring your results, will help your recruitment plans flourish.

ultimate guide to truck driver recruiting

Ultimate Guide to Truck Driver Recruiting

Current ways of recruiting truck drivers just don’t work anymore. That’s because recruiting isn’t a transaction. This ultimate guide helps carriers recruit for retention.

Get the Ebook

Trucking recruiter Skills to master

Deciding what grade of gas to add to your fuel tank? Easy. Finding quality tanker haulers to transport that gasoline? Much harder. As a trucking recruiter, you’re all too familiar with the challenges of hiring owner operators and company drivers: driver shortages, high turnover rates, and an ever changing recruitment landscape are just some of your daily obstacles. Since you are the first face of your company to interact with drivers, it’s critical to be prepared with the skills that will turn your list of leads into great hires. Here are the top 5 skills that every trucking recruiter should master. 

1. Be strategically proactive

It’s a driver’s market. If you want to be a trucking recruiter who successfully reaches quality drivers, it’s on you to be proactive. That said, being proactive should be a strategic plan and not just aggressive outreach. Consider the times and channels that are most likely to be productive for the drivers you seek. Recruiting local or regional routes? Try calling in the evening to avoid busy loading and unloading schedules. Seeking OTR drivers? Make sure there’s a mobile-friendly website for drivers who are looking for jobs while on a driving break. Once you’ve optimized your strategy, continually reach out through multiple channels to engage new leads and reconnect with old leads.

2. Know your audience

This might seem obvious, especially to an experienced trucking recruiter, but it couldn’t be more important. The Commercial Carrier Journal found that the overwhelming majority of surveyed drivers cited inadequate pay as a reason fleets are struggling to find drivers. That’s likely not a surprise. Perhaps more striking is that lack of respect and lack of home time are responses two and three for the same question.

If you want to increase the number of quality drivers you hire, you need to know their priorities and address their concerns.

Identify the benefits that are most important to your candidates, and offer those perks whenever possible. Be straightforward about what drivers can expect on the job. Many will find your honesty refreshing and a compelling reason to join your company.

3. Take advantage of technology

Gone are the days where a clean, mobile-friendly user interface was a nice, extra touch used by only the most tech savvy trucking recruiters. According to the 2019 Overdrive Connectivity report produced by Randall-Reilly, 74% of owner operators use a smartphone to access the internet. Over half of those same drivers use a phone more than any other device to access the internet. As for company drivers, 77% use smartphones to access the internet. 65% of company drivers use their smartphone to access the internet more than any other device. With this in mind, don’t just make your recruiting mobile-friendly. Optimize your process with the assumption that most drivers will be recruited first, and possibly exclusively, on a smartphone.

4. Prioritize your workload

Coming into a new year or quarter, it is tempting to take on a heavy load, but don’t get caught in the frenzy.

Your hours are limited. Take the time to prioritize your leads based on urgency and fit early on to increase your overall productivity.

Evaluate which candidates are most likely to fit your positions. Are they qualified? Which drivers are really a good match for you? Is your company really a good match for them? Speak with each driver and understand their priorities. Then, be candid if they’re not a good fit. Remember, hiring a bad match increases turnover and leaves a bad impression on drivers. Since time is critical, engage your strongest leads first. You’ll be glad you took time to slow down at the beginning so that you can efficiently recruit the drivers best suited for your fleet.

5. Build relationships, not just a sales funnel

Even when time is of the essence, you can’t afford not to get to know your potential drivers.

As a trucking recruiter, you may feel like there isn’t time to build relationships, but it’s time well spent. 

Taking the time to build relationships and treat drivers like people, not leads might reveal key information that will improve position fit. Unsurprisingly, better fit ultimately leads to improved driver retention. Most recruiters know that drivers need to be qualified for particular jobs, but it goes beyond just having the right certifications. As you know, experienced drivers have the opportunity to choose jobs that meet their lifestyle and goals. Identify what those are and find ways to meet them. Drivers who are satisfied with their time at home, model of truck, and who feel they can meet their goals with your company will perform better and stay longer. If you want to improve your sales funnel, taking the time to build relationships with potential drivers is time you can’t afford to not spend.

 

demo-the-platform-find-drivers

Find and Retain Qualified CDL Drivers

Drive My Way matches drivers with companies based on professional qualifications and lifestyle choices.

DEMO THE PLATFORM

Is Your Driver Recruiting Strategy Fool-Proof?
Honing your driver recruiting strategy should be a priority for any trucking company. Having good processes and tools in place to get the best candidates for your open jobs is must. Everyone involved in the hiring process should know your strategy and understand their role in the process. Take a minute to think about your current strategy. Is your driver recruiting strategy fool-proof?

Make the Best Use of Your Marketing Tools

Everything a driver sees from your company should reinforce why it’s a great decision to work for your company.

Use your marketing tools to maximize your reach. If your driver recruiting strategy doesn’t include your website and your social channels, you need to change that. Using all of your channels to create a personalized experience for your candidates, helps them see why working for you would be a good fit for them. Having your website easy to navigate and interact with your potential drivers is the best way to make a good first impression. With recruiting it’s important to be sure your candidates want to work for you. Be sure that each touch point you have with candidates reinforces that working for your will be good for them.

Consider Feedback a Gift

From a simple “suggestion box” to more formalized surveys, give your drivers the opportunity to let you know what’s important to them.

Be proactive in fixing problems quickly. If you have feedback loops in place, doing something with the information collected is mandatory. Give potential, current and former drivers an opportunity to provide feedback about their experience with the company. No matter what stage they are as an employee. Use the data collected to help you figure out what’s working well and what needs to change. Keeping up with drivers concerns and proactively changing when things aren’t going so well is a great way stay ahead of problems that might make drivers want to leave. Or worse, not want to work for you in the first place.

Data-Driven Decision Making

Data is power. You may have an idea on where you are headed, but you’ll never know if you are getting there without data.

Invest in recruiting tools and resources that help ensure good decision making when it matters most. Determine your high-level key metrics and track them weekly. Are the dollars you’re spending on leads giving you the right candidates? Leverage tools that help you understand past results and plan your strategy for the future.

Let the team at Drive My Way show you how to recruit for today, and for the future. Request a demo now, and someone from our Business Development Department will be happy to schedule a demo.

demo-the-platform-find-drivers

Find and Retain Qualified CDL Drivers

Drive My Way matches drivers with companies based on professional qualifications and lifestyle choices.

DEMO THE PLATFORM

trucker job postings
When was the last time you applied to your own trucker job posting? Yes, that sounds strange, but there are reasons why trucking recruiters should try applying to their own postings. Since job postings are the first type of engagement that leads directly to a driver being considered for a job, it’s crucial to get them right. Recruiters can test their own job postings by making sure they are simple, user-friendly, and check off all the right boxes. With hundreds of other carriers out there, truckers have very little time to read every job posting, which makes getting it right all the more important. Here’s a helpful checklist for your ideal trucker job postings.

1. Optimize for search engines

The content of your trucker job posting is irrelevant if no one sees it online. Even if you have the best written job description and images, it won’t matter if it doesn’t show up on online searches or the right advertising channels.

If you’re sharing job postings on digital channels, it becomes crucial to reach your target audience. You can optimize your job posting with keywords and phrases that truckers are searching for. Use Google Keyword Planner or similar tools to keep a pulse on which terms drivers search, and the match those in your job descriptions.

2. Mobile-friendly

mobile-friendly application

More and more job seekers are searching for jobs on their mobile devices. Even if they end up not applying through mobile, they’ll browse and shortlist the jobs while on-the-go.

Creating job postings which are mobile-friendly will ensure they are easy to read and view on small devices. Ideally, your entire application process is mobile-optimized, including a single-sign on functionality and save-application features.

But this starts with the job postings themselves.

  • Is the text easy to read and understand on mobile?
  • Or is the font size not optimal for mobile?
  • Are images clear and detailed?
  • Or over-sized and blurry?

View and apply to your own job posting on mobile to make sure it works as planned.

3. Call to actions

Every piece of text in your trucker job description should be designed to lead to the APPLY NOW button. That’s your call to action. After you’ve successfully persuaded a driver to consider working at your carrier, you don’t want to be searching aimlessly for how to proceed next.

Make sure your call to action buttons are front and center, and easy to identify.

You may want to include it two or three times, depending on the length of the job posting. Including a call to action at the very top and the very bottom of the post is essential, with another one in the middle being optional.

4. Contact information

Where should drivers turn if they have questions about this job? Your trucker job posting should have easily identified contact information. Have you posted a phone number, email address, or other contact info? If truckers don’t see contact information, they won’t wait around to investigate. They’ll simply move on to the next job posting that sounds good.

If the job is posted on your own website or other digital channels, you can even integrate chat functionality for more optimal communication. This way drivers can write to recruiters in real-time with their questions. If recruiters are away at the moment, a chat bot can be programmed to deliver automated responses and record driver queries until you are able to get back to them!

5. Text description

truck driver job postingFinally, we are getting to content. Did you notice that we didn’t cover it yet? This isn’t because the content of your trucker job postings isn’t important! Rather, it’s because you can get the content just right, but still not have a strong posting if you miss out on other things on the checklist. With the job posting description itself, it’s all about striking a balance.

You want it to be long enough to hook drivers and give them the important details. But if it’s too long, it may more drivers with unnecessary details which they’ll just ask about later anyway.

Rather than a simple bulleted list of responsibilities and qualifications, you’ll want to paint a picture of the experience and the company.

Use a varied hierarchy of text to mix how the information is presented. Important details can be highlighted by using bolding, underlines, or different font sizes. Anything you can do to visually catch the eye of the reader will make that information stand out.

6. Images

In addition to the text description, make sure your job postings contain images. In fact, the richer multimedia content you can include, the better. Depending on the channel of the posting, you may be able to include more graphics, or even a video featuring testimonials from your own drivers.

It’s very important to show images that represent the experience truck drivers will have. For many drivers, seeing a picture of the type of truck they’ll be driving is essential before they consider working for that carrier. Make sure images have good resolution, that they are the proper size, and that they are placed in the right position on the page.

demo-the-platform-find-drivers

Start Recruiting for Retention

Drive My Way matches drivers with companies based on professional qualifications and lifestyle choices.

DEMO THE PLATFORM 

truck driver candidates
The trucking industry is a competitive business. Because of the ongoing driver shortage, carriers are in strong competition with each other over a small pool of drivers. Recruiters know that if they want to hire and retain the best drivers, they first need to attract the best drivers. With many top carriers offering the best benefits and perks, it isn’t easy to stand out to truck driver candidates. Strong marketing is your best ally here. With good marketing, you’ll be able to differentiate yourself from the competition in attracting drivers. Here are 4 clever marketing tactics to stand out to truck driver candidates.

1. Reach core AND new audiences

In order to attract the best truck driver candidates, you need to reach the core of your target audience. This means utilizing the central recruiting channels that have proven effective over time. Using time tested channels will ensure that you reach qualified truck driver candidates who know what they are looking for. This is the familiar and the essential. At the same time, you need to also explore the unfamiliar and newer audiences and bring them to trucking.

If you diversify your marketing channels, you’ll diversify your audience as well.

Attracting new audiences to trucking has many benefits. Due to the driver shortage, recruiters are thankful that more women drivers and younger drivers are entering the industry. You can’t use the same channels or methods to attract them, so be comfortable with experimentation. While focusing on the core is important, it doesn’t mean recruiters shouldn’t build out from there. Today’s peripheral audiences can become tomorrow’s loyal truck drivers.

2. Use technology to your advantage

Many carriers still use recruiting processes which are outdated and cumbersome. You can stand out to truck driver candidates by adopting technology to make recruiting more efficient. Mobile friendly platforms and similar features will make applying more user friendly for candidates. At the same time, recruiters can use features like applicant tracking software to make the process easier and more efficient for themselves. Remember that technology won’t be able to solve all your problems, and that recruitment still needs the human touch. So, learn to use technology for what it can help with best, and focus your human efforts on other areas.

3. Use driver testimonials

Don’t forget that recruiters already possess one of the most valuable assets in attracting truck driver candidates—their own drivers! Using driver testimonials in your marketing will help you stand out from the competition. Any carrier can speak about its own perks, benefits, and company culture. Not every truck driver out there will repeat the same things about the company privately. If your drivers will echo your own messaging publicly, it will have a much greater impact on truck driver candidates.

Drivers are often looking to their peers when it comes to evaluating prospective employers.

Research also shows that people are more likely to trust people similar to them over unfamiliar people when considering new information. Make no mistake about it, the best way to connect with drivers is to demonstrate their company culture, and the best way to do that is use testimonials from your own current drivers.

4. Engage with potential drivers

Since we are examining how marketing methods can be useful for recruitment, we need to talk about engagement content. Before truck driver candidates will consider applying to your carrier, they need to be aware of your carrier and what it represents. Thus, your carrier’s general marketing materials are some of the most influential factors in creating an impression.

To make the best first impression, second impression, and tenth impression, carriers need to create engaging content which truck driver candidates will view before they ever start applying for a job.

Driver testimonials are just one way to create engaging content. Using polls, driver feedback, and day in the life profiles are other methods you can use. Since digital channels are now king, this content can be featured on your website, your blog, and your social media channels. The latest digital marketing tools will aid you in reaching more drivers with this content before they are ever candidates. Once they’re ready to apply for a job, your carrier will be at top of mind!

Mockup-1-1

7 Reasons Drivers Decline Your Jobs

Unlock the top reasons why truck drivers decline your CDL jobs by downloading our free ebook. The book shares insight to what drivers really want.

Download the Ebook

simplifying truck driver pay

Truck driver pay is one of the biggest factors which candidates consider before accepting a trucking job. Carriers are aware of this, and recruiters scramble to offer the best salary they can to their drivers. But the driver pay numbers aren’t the only important thing to consider. Driver compensation rates have actually increased over the last few years. Yet, carriers struggle to retain drivers over the long haul. The truth is, how you pay truck drivers is just as important as how much you pay them. If your truck driver pay process is messy, complicated, and not transparent, drivers will find it difficult to work with you. Here are 3 tips on simplifying truck driver pay.

Tip 1: Clean and simple

How difficult is it for the average driver to understand your pay rates? Does it require a five-minute explanation with a calculator? If so, you’re making the pay structure too complicated. While there are many factors which determine driver pay, if the process becomes too messy drivers won’t want to deal with it. Similarly, how difficult is it for drivers to actually get that paycheck? Filling out complicated and unnecessary forms is a burden for drivers, who have limited free time as it is. Remember that most salaried employees simply receive a direct deposit in their bank account every 2 weeks or so. Recruiters and managers should aim to make the pay process as simple as that, if possible.

As Einstein once said, “Everything should be made as simple as possible, but not simpler.”

Equally troubling is the hassle of delayed payments. If there are delays in paychecks because of clerical or logistical error, the inconvenience shouldn’t be passed along to the driver. For them, the few days could make the difference between paid and unpaid bills or purchase of time-sensitive medicine. Do whatever you can to make delayed payments less likely. Updating your pay systems reduce the chances of human error and make it more likely that payments will be made on time. You don’t want drivers to consider leaving your fleet because every pay period remains uncertain, or they can’t decipher their pay stub.

Tip 2: Load board transparency

Drivers get paid based on how many loads they get assigned or agree to take on. Sometimes dispatchers or fleet managers will think that drivers will be happier with their pay if they just took on more loads. Simple, right? While that may be true, think about it from the driver’s perspective for a minute. Often truck drivers may think that other drivers are receiving more or better loads because of favoritism. When was the last time you spoke to a driver who was happy with the loads they receive? There is such a gap between manager perspective and driver perspective on this issue that the only way to bridge it is more transparency.

When it comes to favoritism, perception is more important than reality.

Try to create a system where drivers are fully aware of who has received which loads and when. This helps both drivers and managers. Any unconscious favoritism or bias will be filtered out and less likely to occur. Drivers will also be less likely to perceive favoritism, as you’ve taken steps to counter this. Think of how scientists create double blind studies, or some professors use proctors to grade their exams. Students know that bias is less likely to creep in, so they trust the system more. Similarly, if you create a transparent process on load assignment, you will create perceived equity and fairness in truck driver pay. Drivers are liable to quit because of perceived bias, even if it doesn’t actually exist!

Tip 3: Uncontrollable factors

Truck drivers make money when they’re being productive driving or loading and unloading freight. However, there are many other things that happen during a driver’s work-day that may affect their productivity or their paycheck. Unnecessary idle time, traffic delays, adverse weather conditions, and human error all reduce truck driver pay. Everyone in the industry knows that these things happen and are usually an unavoidable part of the job. Most of these factors are also out of a driver’s control. Yet, the driver loses time, and possibly pay, because of weather and traffic and that isn’t going to look great to them!

While weather, traffic, and other variables may be out of your control also, they shouldn’t be reflected in driver pay

We know that every carrier’s finances are different, and some can afford more luxuries for their drivers than others. If possible, do whatever you can to not pass the cost of these factors to drivers. It will seriously make driver reconsider their employment. Maybe charge for clients for the unnecessary delays and pass it on to your drivers. A promise of guaranteed payments will ensure that drivers don’t have anxiety over delays. Many carriers provide minimum weekly pay guarantees which remove the stress of worrying about delays that could reduce the paycheck. Don’t worry about free-loaders to the system: there are enough tracking devices and performance measure to ensure that drivers won’t milk the system. Investing in these methods will pay for themselves by reducing turnover.

Mockup-1-1

7 Reasons Drivers Decline Your Jobs

Unlock the top reasons why truck drivers decline your CDL jobs by downloading our free ebook. The book shares insight to what drivers really want.

Download the Ebook

How to Become a Better Driver Recruiter

The life of a recruiter is a tough one in any industry. In the trucking business, it’s even harder. Drivers are scarce. The jobs needing to be filled are tough. And the old ways of recruiting just don’t seem to be working well anymore. Becoming a better truck driver recruiter is possible! If you’re a recruiter that’s overwhelmed at work, and you don’t feel like what you’re doing is working well, start here. Take a look at the following tips and begin looking for ways to improve what’s not working well in your current driver recruiting process.

Know the Answers

When speaking with driver candidates, be sure you’re an expert on your company and the particulars of the job. Know what the day-to-day job will be like. Give honest answers. Don’t sugar coat things if you know that your company might not have the world’s best benefits. Or if the pay might not be at the top of the scale. You can be the best advocate about what your company does offer, and any advantages you can bring to your drivers. As a driver recruiter, you can sell the intangibles that make your drivers stay with you. Always be truthful, and you’ll find that drivers who choose your company, will stay longer when you’re investing in the relationship right from the first meeting.

Have A Plan

Plan the work, work the plan applies here. You know your hiring needs, and the time it takes from start to finish to bring on a new truck driver. That’s the basics for putting together your planning calendar. And your process to execute that plan.

With any plan, preparation and knowing how all the details fit together is a must. But also knowing how and where your plan can be modified if needed is crucial. Cutting corners usually doesn’t work, but becoming proficient in executing plans and process, can help you save time.

If you’re just getting started, map out all of the steps from start to finish. Then lay those steps out, including all dependencies and other teams that need to help with the process. When you need to make changes to the plan, look for places to automate or eliminate manual processes to save time. Or seek help getting the right candidates to you, then you can focus on landing them. Once you’ve done all of this, be sure to keep track of your results, and then measure your success.

Leverage Helpful Tools

Use tools and technology to save time, and eliminate manual processes that are time-consuming. Make investments in partners who are devoted to making the life of a driver recruiter easier. Drive My Way is one such company. We are a next-generation recruiting marketplace that matches truck drivers with jobs based on their qualifications and personal preferences. We’re making truck driver recruiting personal again by creating meaningful connections for employers to turn into lasting relationships. Employers partner with Drive My Way to start recruiting for retention. We can help you become better recruiters, and help you find candidates that fit well, and stay with you.

demo-the-platform-find-drivers

Start Recruiting for Retention

Drive My Way matches drivers with companies based on professional qualifications and lifestyle choices.

DEMO THE PLATFORM 

brand awareness: how it attracts great drivers

Your company’s brand is one of your biggest assets in attracting and recruiting great drivers. Or, if your brand is weak, it’s one of your biggest liabilities. Sometimes trucking recruiters are so focused on providing better benefits than the competition, that they forget that their own unique brand is something others can’t compete with. Each trucking carrier can position its brand to offer something valuable and attractive to the best drivers. Having a brand isn’t enough – you need to build brand awareness otherwise it will weaken, and other carriers will be more attractive. Here are some things you need to know about strengthening your brand awareness.

Remember the driver lead funnel

When considering how to build you brand awareness, don’t forget the driver lead funnel. This tool helps you understand the different levels at which driver leads engage with your carrier.

The driver lead funnel starts with awareness, then leads to consideration, and finally to conversion.

Sometimes we forget that there are phases in the funnel before actual conversion! If recruiters focus entirely on conversion, they won’t pay enough attention to the previous steps in the funnel which actually lead to conversion. The risk is that leads aren’t properly cultivated and groomed toward conversion. Thus, they don’t engage with your company’s brand before they send an application for a job. Your company will just be one of several dozen which the lead is applying to. Don’t forget the top of the funnel- and that starts with awareness! If recruiters focus more on building brand awareness as the first step, then drivers will be more likely to consider, and then convert, to that carrier over others.

Create brand encounters

Okay, so building brand awareness is an important prelude to driver consideration and conversion. But what’s the best way to do that?! Consider that the average worker has at least 8 touch points of contact with a company before they take an actionable step toward conversion. Those are 8 opportunities for you to connect with drivers and have them engage with your brand.

The best way to build brand awareness is to create opportunities for “encounters” with your brand.

In fact, you need to make sure that you’re creating more frequent or more memorable encounters than your competition. These encounters can be created by strategic and engaging content through your channels. Maybe the average driver encounters a Facebook post by you, then reads a blog post from you. A month later, perhaps this driver follows you on Instagram and starts liking your content. The following month, this driver visits Glassdoor and researchers your company, clicks on a driver testimonial video, or asks your company a question on Facebook. Sooner or later, this driver will be looking for a new job. It’s only after all these encounters that this driver will be more likely to have your carrier at the top of their mind and convert to your fleet. You can use many channels to build brand encounters.

Ask yourself, “how many content touch points are we providing potential drivers today?”

Follow the data and trends

While the strategy of brand awareness is perennial, the tactics may change with time. The tactics really depend on the data that you have available on your company’s performance, and the trends which are popular at the moment. If you’re maintaining a strong marketing and recruiting operation, you’ll have data on key performance indicators like cost per hire, conversion rate, etc. While those two are metrics regarding conversion, don’t forget metrics for awareness and consideration! Key performance indicators for those phases include how many impressions or clicks you received, the click-through-rate, session time, bounce rate, etc. These data can help you answer questions like which social media channels to use for brand awareness, what types of content is more popular, and what time of day you should post.

Don’t forget some trends that can also inform your brand awareness. For example, 85% of social media traffic is mobile. Additionally, 72% of drivers say that they use a mobile device to fill out a full job application. This tells you that you really need to optimize your mobile interface to make it more user friendly! If not, you’ll see higher rates of application abandonment. Similarly, the data and trends tell us that video is still content king.

If your carrier releases video content for engagement purposes, it will be more successful that photos or text.

Another popular option is user generated content. This will draw more traffic since truck drivers are incredibly interested to read or see what other truck drivers have to say. Use these insights from data and trends to strengthen your brand awareness!

hire-cdl-truck-drivers

Hire and Retain More Qualified Drivers

Drive My Way matches drivers with companies based on professional qualifications and lifestyle choices.

DEMO THE PLATFORM

Crucial Conversations with Driver Candidates: 3 Ways to Prepare

The hiring process is a stressful one. From both sides of the table (or telephone). Recruiters have to do a great deal of work to find and vet the best driver candidates. Filtering and sorting through piles of resumes, data files, and reading a constantly increasing number of emails. Driver candidates looking for new opportunities have all sorts of information being tossed at them from many directions too. They’re getting calls, emails and text messages from resume screeners, and finding information while doing their own research. The process can take a long time and require tough talks along the road to get on the same page. As a truck driver recruiter, here are 3 ways to prepare for those crucial conversations with driver candidates.

1. Be honest with driver candidates

When working through the steps to bring a driver on-board, you’re going to talk through a lot with your candidates. If your company has a less than stellar reputation, you might get asked questions about what drivers might have heard about what it’s like working for you. These things might be true, or might not be true. But in the cases where they’re asking about something that’s actually the case, you need to be honest with your candidates.

Employers who are transparent in nature with pay, benefits, job role, home time, etc. often see better, more sustainable driver retention than those who exaggerate in a job description to get drivers in the door.

If you know you can’t compete on salary or benefits, be clear and up-front about it. And then also let the candidates know where you’re company can be a great fit with them. Starting out anywhere other than with honesty and transparency will most likely not lead to a long-term employee.

2. Know your facts

When being asked questions about pay and benefits, be prepared to provide accurate numbers. Being vague is never a good way to gain trust from your truckers. If questions come up about what their future career path might look like, be clear on what could potentially happen. But also provide the driver with what needs to be accomplished to gain promotions in the future. On the flip side, you may need to discuss negative findings after a background check or a drug screening. Be sure that your information is 100% correct when having these discussions with your truck driver candidates. Accusing someone of something that’s not true, or preventing them from being further considered, could have lasting consequences.

3. Be empathetic

When going into a tough conversation, put yourself in the other person’s boots for a minute. If it’s a conversation to deliver bad news, or to discuss a potentially sensitive topic, think about what your driver candidates might be thinking or feeling. And most importantly, ask yourself how this conversation is going to affect them moving forward with your company. Empathy can really help choose words to keep tempers controlled, as well as keep the tone of the conversation civil and not accusatory.

A great resource for helping with these conversations, is a book called “Crucial Conversations: Tools for Talking When Stakes Are High”. Written by Kerry Patterson, Al Switzler, Joseph Grenny and Ron McMillan, this book is a highly acclaimed reference for both personal and professional use. It’s a must read for any HR or recruiting professionals.

Crucial Conversations gives you the tools you need to step up to life’s most difficult and important conversations, say what’s on your mind, and achieve the positive resolutions you want.”

ultimate guide to truck driver recruiting

Ultimate Guide to Truck Driver Recruiting

Current ways of recruiting truck drivers just don’t work anymore. That’s because recruiting isn’t a transaction. This ultimate guide helps carriers recruit for retention.

Get the Ebook

truck driver satisfaction

Recruiters know that truck driver satisfaction is essential to ensuring long-term retention. Sometimes we naively believe that good pay, benefits, and home time are the only ingredients that go into the perfect satisfaction recipe. A 2017 study by TruckersReport.com, along with software firm OdinText, showed that this isn’t the case at all! The study used text analysis to evaluate comments on TruckersReport.com discussion boards. For veteran drivers, pay grade came in fifth among factors that influence job satisfaction. For both veterans and novices, one of the leading factors was if the company culture is ‘family-oriented”. While great pay and benefits are necessary for drivers to be satisfied with their carriers, it’s obvious that they aren’t enough. Here are 6 ideas to improve driver satisfaction and retention.

1. Equipment

Drivers don’t want to deal with shoddy equipment and recurring maintenance issues. Good equipment is one of the most cited factors that influence driver satisfaction with their carriers. Investing in newer model trucks and quickly resolving maintenance issues will signal to drivers that your carrier employs professionals who care about safety and image. Consider also investing in trucks with larger cabins with fleet amenities, such as kitchen appliances and satellite radio/TV to allow for more options during down time for drivers.

2. Ride along programs

Truck driving can be a lonely profession and hobbies can go only so far in combating boredom. OTR drivers have it particularly rough as they often go several days or even weeks without seeing their loved ones.

Including a passenger or pet ride along program shows your drivers that you care about their personal lives and happiness.

A pet policy lets drivers bring their canine or feline companions on the road with them. Spouse ride along policies gives drivers the flexibility to spend more time with their significant other without losing time away from the job. Driver satisfaction is guaranteed to improve if drivers get to spend more time with who they care about.

3. Health incentive programs

Truck driving has the reputation of being one of America’s “unhealthiest professions”. While drivers may not fault their carriers for the inherent risks of the job, they appreciate any efforts carriers make to minimize those risks. Many companies have been engaging in incentive programs to help drivers meet their health goals. These could be as simple as providing healthy sack lunches or break rooms with healthy options. On the other hand, they can be as ambitious as onsite fitness centers, discounted gym memberships, or wellness days with physicals and health assessments. There’s no doubt about it—overall driver satisfaction with the career and the job increases when drivers are healthier, so there’s no downside to prioritizing health.

4. Safety

Truck drivers know that the job comes with inherent risks of crashes and other dangers on the road. When carriers prioritize safety as a top concern within the organization, drivers take note and it will have an impact on their satisfaction.

Carriers can take many steps to address safety in their procedures and policies.

In addition to what the law requires, carriers can institute their own regulations for time behind the wheel, rest time, maximum speeds, and the rest. Make sure that equipment is well maintained and showcase to drivers that the company values their safety. Consider providing drivers with free hands-free devices for use where permitted, or a hassle-free streamlines maintenance request procedure.

5. Professional development

Trucking isn’t just a job for drivers, but a career path along which the current job may just be a stop on the road. The sooner recruiters realize that drivers have career ambitions and won’t stay in the current driving job forever, the sooner they can help facilitate process within their own carriers. Perhaps some drivers are looking for additional endorsements and certifications to make specialized runs. Carriers can help provide training for these and groom drivers toward those jobs with the same company. Other drivers may be looking to switch regions, or runs. Still other may eventually hope to become owner-operators, or retire and become trainers. All these jobs could be provided through your carrier. Drivers value loyalty so if your carrier invests in their professional development, they will reciprocate by sticking with the same company and being even more satisfied with the company.

6. The “little” things

The results of the study suggest that one of the biggest factors impacting driver satisfaction is the company’s culture. Drivers often look for carriers which are family-oriented.

What this really means is that family and loyalty are things drivers value. They are looking for carriers whose values align with their own.

If carriers value family, then your carrier will naturally offer benefits like strong home time, a pet policy, paid time off, or college scholarship funds for family members. Similarly, drivers want to be respected and treated like professionals. When recruiters, dispatchers, and fleet managers treat drivers like people and not simply leads, driver satisfaction will soar through the roof.

Mockup-1-1

Top 7 Reasons Drivers Decline Jobs

Unlock the top reasons why truck drivers decline your CDL jobs by downloading our free ebook. The book shares insight to what drivers really want.

Download the Ebook