Attracting and retaining qualified truck drivers is no easy job.
With the ongoing driver shortage, post-pandemic influx of new carriers, and continued digitization of the industry, it can seem harder than ever to craft compelling job advertisements that catch the right drivers where they’re at.
Have you been wondering how to make your advertisements stand out to attract top talent to your team? Keep reading to find out which communication channels you should be using, and what you need to include in every driver job advertisement.
Meet Drivers Where They’re At
The first step in creating a successful truck driver advertisement is knowing which communication channels to use. Drivers are a unique target audience, which means it is best to utilize multiple channels with specifically catered messages.
Audio-based advertisements, such as for radio, are a smart choice for truck drivers who spend long hours on the road. Without the ability to read or look at digital media while driving, radio advertisements are a terrific way to reach truckers at any hour of the day.
These advertisements should be short and catchy, potentially including a jingle or catchphrase that will stick in a driver’s memory. Radio advertisements are also most effective when they run multiple times throughout the day, reaching drivers with all different schedules.
Digital media has become the number one way to reach truck drivers looking for employment opportunities, whether by email, online job boards, or social media. Although drivers can’t look at digital media while behind the wheel, mobile-friendly options are a smart choice for reaching drivers on break or after finishing their day.
Posting advertisements on popular social media websites such as Facebook and Instagram are a surefire way to broaden your scope of potential applicants and make it easier for drivers to remember your message or directly contact recruiters.
Industry-specific magazines and newsletters remain a popular channel due to their nature as a trusted resource for drivers. Many magazines are widely circulated and have a large base audience, which allows your advertisement to reach a range of drivers.
Trucking industry magazines and newsletters also often allow companies to include more information than a social media post or radio advertisement, which can help drivers decide if the job seems like the right fit.
In-person recruiting methods, such as job fairs and trucking industry events, are another tried and true method for meeting drivers where they are at. Many drivers that attend these events are likely to be looking for work or open to learning more about new opportunities, and meeting in person allows for both drivers and recruiters to ask questions and find out more.
How To Make Your Advertisements Stand Out
Once you’ve selected the method best suited for your trucking job advertisement, it is critical to make sure your message will connect and resonate with the right drivers.
Truck drivers are constantly receiving countless messages and advertisements, so you need to find a way to cut through the noise and demonstrate what makes your carrier the right choice. Here are five essential considerations to make for every job advertisement.
Highlight attractive elements. When crafting an advertisement and job description, keep in mind that drivers are most often wondering “what’s in it for me?” This means it is important to include and highlight job elements most likely to attract drivers, such as competitive pay, full benefits, flexible scheduling, and route choice, and if there are any opportunities for continued training and growth.
To best highlight specific points, focus on making your advertisements precise and attention-grabbing. Use short sentences and headlines or headings to make information stand out and be easily understood. Bullet points can also be effective in print or in digital media to break up information while still including the necessary details.
Be honest and straightforward. Although including the positive parts of the job is essential for attracting drivers, potential candidates will also appreciate transparency. Instead of just including promising phrases like ‘great pay’ or ‘time off available,’ use real numbers like pay per mile or average miles driven.
Authentic imagery and stories can also help support your claims. Instead of using stock photos, consider taking photos of real employees on the job or including driver testimonials. These seem more genuine and will allow applicants to better understand what the company culture is like.
Make sure the content fits the channel. Because truck driver job advertisements should be posted on a variety of communication channels, the messages will have to differ depending on the context and audience.
For audio-based advertisements, the goal is to be short and catchy. Drivers should remember something specific after listening, such as the company name or contact information. Print and digital advertisements, however, need to be visually catchy with enough information to attract applicants. These advertisements should also always include a logo to increase brand awareness.
Include a call to action. No matter the channel, every advertisement should clearly include a call to action for the potential candidates, such as the contact information of your hiring/recruiting manager, company webpage or social media, or a digital link to your application.
Because drivers often have irregular schedules, modern job advertisements should include multiple forms of contact, including phone number, email, and social media.
Measure effectiveness and engagement. To ensure that your advertisements really do stand out, it is important to continuously review what elements are successful and which could be improved.
Response rate is a key marker for how well drivers are engaging with your ads. Response rate can be measured by how many potential candidates are following up for more information or applying to the posted position.
Time to fill is another important metric that shows the duration from posting a job ad to making a hire. A shorter time to fill suggests that the advertisement is effective in quickly attracting qualified candidates, while a longer time might indicate a need for adjustments in your strategy.
For more advice on recruiting and retaining truck drivers in today’s competitive industry, check out the rest of our Employer Blog posts and follow us on social media.
