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How to Increase your Recruitment Efficiency on a Budget

The process of recruiting truck drivers can be as simple or as complicated as you want to make it. Now more than ever, the name of the game is efficiency. Getting fast results with as little impact to the budget as possible is key. But how do you improve your overall recruitment efficiency, especially during these uncertain times? Here are 5 ideas to get you started.

1. Work Smarter, Not Harder

One of the best pieces of advice for anyone in business is to always find ways to work smarter, not harder. Look at your overall processes and find the trouble spots and the jams. Once you have those identified, think about what you might be able to change. What pieces of your recruitment process can you streamline, or better yet, eliminate? If there’s a certain process that’s always taking more time than you can afford or using up more resources than planned, create a better plan.

2. Don’t Lose Any Driver Leads

One great way to increase recruitment efficiency is to make the most of the leads you already have. Going back to your hiring funnel, when potential drivers fall out, what is your process to re-engage them when new openings arise? Drivers who were found to be good matches but didn’t sign-on might be the best place to start. Recruitment efficiency is the combination of process improvement and leveraging all of the assets at your disposal.

3. Look to Rehire Former Drivers

If drivers left for another job, it’s worth keeping track of details that let you know why. If they left to chase a higher paycheck that’s one thing, but if they left due to a poor culture or other internal issues you have since improved, it might be time to reintroduce yourself to former drivers.

Bringing back former drivers can be the fastest way to fill an empty truck. Having a pool of qualified and experienced employees to call on for rehire can be a valuable resource. Make sure the people you want to come back to work for you know they are welcome back in the future.

4. Maximize Your Existing Technology

Ensure all of your technology is working for you. From your chosen applicant tracking system (ATS) to your website, make sure that you know how to measure success.

If there are features and functions available that you’re not using, find out what it takes to implement those to your advantage. There may be steps in the process that you can automate. Do it! Using your technology to its fullest advantage is a clear advantage in hiring.

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5. Lower Your Cost Per Hire

Lastly improve recruitment efficiency by focusing on saving money for each new driver onboarded. Finding ways to save money or otherwise stretch your recruiting budget is one way to positively impact your company’s bottom line. In addition, working to reduce your cost per hire is a critical step. And freeing up funds that can be then reinvested or reallocated to drive other improvements. Take a look at all of the tactics you’re using for driver recruitment and then remove the least effective pieces. The goal is to have faster hires, at a lower cost overall.

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

How to Improve Remote Onboarding for Truck Drivers

Whether digital process enhancements have been underway at your company for years or are completely new in your fleet, Coronavirus changed everything. Many tried and true processes for hiring, onboarding, and training are simply not feasible right now. With the possibility of continued social distancing looking likely, establishing a protocol for remote onboarding is well worth the time. Here are a few best practices that have proven successful in the trucking industry.

Prioritize People

Driver safety has to be a high priority for all fleets during this time. Drivers have questions about everything from orientation to sanitation. It’s important to address these concerns quickly and compassionately.

As you hire new drivers, it may be tempting to increase efficiency by removing human contact in the onboarding process and relying solely on technology. In this case, removing the personal touch is a counterproductive strategy. 

With reduced face to face contact, reaching out to new employees becomes even more important. Each interaction becomes more meaningful because there are fewer touchpoints. Studies have demonstrated that most driver turnover happens within one year. With such limited time, it’s critical to start out on the right foot. What you do in response to the challenges of trucking during Coronavirus will leave a lasting impression. With that in mind, even with remote onboarding, make every effort to warmly welcome new drivers into your company. 

Get Organized

Transitioning to remote onboarding for the foreseeable future may require a significant shift in workflow. As you prepare to refine the rapidly implemented processes of this spring, consider what you will need to move more permanently to remote onboarding. 

Gather the requisite hiring documents and establish a secure system for sharing them with drivers. That might include driver contracts, tax documentation, and any other hiring forms you typically request. 

Throughout the entire process, allocate more time than you would usually consider necessary. Both management and employees are likely going through several “first-times.” A buffer allows everyone involved to work through challenges without the pressure of a tight deadline.

Digitize Your Material

Review the training files you would normally give to new drivers. If a digital copy doesn’t already exist, make one and decide how you will share that information. Fleets with greater financial flexibility may consider working with a learning management system designed for onboarding truck drivers. For companies on a tight budget, start with free tools like online repositories that let you share files and folders. Drivers should be able to access much of their training material remotely.

There are some training components that work well in person but fall flat online. Avoid trying to use materials designed for in-person orientation in exactly the same format online. Instead, use this time to consider how that information is best presented in a virtual format. Often, that means shorter “in-person” sessions, and more opportunities for drivers to learn at their own pace.

Communicate Clearly

As you move forward with changes to your remote onboarding process, don’t forget that drivers are also in uncharted territory. Many drivers may not immediately be comfortable with using technology for onboarding. For some drivers, this may be the first time they are using many of the online job training tools. 

Prior to the onboarding process, communicate with drivers about exactly what they can expect. 

If you are using specific technologies, share the details early. When possible, give drivers time to explore programs like video calls on their own to prepare. Any guidance you can offer on accessing information will also help smooth the process. 

Infuse Your Culture

Driver orientation and onboarding is about more than information sharing from your company. It’s also when drivers meet their peers and supervisors. It’s hard to replace this kind of natural networking in remote onboarding. Video calls, social networks, and personal phone calls or emails all help bridge the gap.

During orientation, consider arranging at least one video call for all new drivers. This is also the perfect opportunity to launch a mentoring program. Then, new drivers meet other members of the fleet and have at least one personal connection to regularly connect with as they start their new job.

quick-guide-to-remote-onboarding-truck-drivers

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Remote Onboarding for Truck Drivers

Is remote onboarding the new normal in trucking? This quick guide is packed with tips to get you started or help you optimize your current remote onboarding process.

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Total Compensation for Drivers: Communicating Effectively

Job offers that are limited to salary and health benefits tell a partial story. If you have great perks, equipment, or company culture, don’t miss a chance to talk about it! Total Compensation statements are a great way to showcase all of the direct and indirect compensation benefits you are offering to truck drivers. They won’t make up for bad pay, but they are a good way to highlight all of the assets you have to offer. In short, a total compensation package accounts for the complete pay package awarded to employees on an annual basis.

Direct compensation is the money that is paid directly to an employee. It typically includes base salary and incentive pay. On the other hand, indirect compensation accounts for all of the compensation that is not paid directly to the employee. Healthcare, retirement benefits, fuel perks, and continuing education opportunities are just a few examples of indirect compensation.

When talking to a candidate, share both the direct and indirect compensation to effectively communicate what you have to offer.

Typically, the more detail you’re able to give, the more beneficial the statement will be. Here are several common assets to include in a total compensation package.

Direct Compensation

Direct Compensation is divided into two main categories⁠—base pay and bonuses. These are the most common forms of compensation that come to mind for most people.

Base Pay

Whether you state base pay as an hourly rate or annual salary, be clear about your offering. At a minimum, include how much can drivers expect, the anticipated hours or miles, and how frequently they will get paid. If your company offers a per diem rate, this can also be included.

Bonuses

Clarify the potential for driver bonuses from the start. A few of the most common are safety, sign-on, performance, retention, and referral bonuses. Consider sharing the average amount that drivers receive from bonuses in addition to the top amount. By sharing both, drivers have realistic expectations (boosting driver satisfaction and retention) and a goal to strive for.

Indirect Compensation

Indirect compensation includes a very broad range of offerings. Most companies offer several forms of indirect compensation, but may not discuss it in their job offer. That’s a missed opportunity! Let drivers know about all of the benefits you’re providing them. While it may not come as money in the pocket, indirect compensation can be significant financial assets. Drivers who are a good fit for your fleet will value the benefits your company provides.

Health and Wellness

Medical benefits, life insurance, retirement benefits, and disability insurance are all common forms of health and wellness benefits. Nearly all fleets offer basic healthcare, and many go above and beyond. This section should communicate when benefits start as well as the details of each package. If you offer a 401K match, that’s another great asset to include in this section. Even perks like a gym membership allowance or smoking cessation programs can be included here. Drivers love to see that you are prioritizing their health by supporting their healthy habits. 

Days off

Paid time off and vacation days are another form of indirect compensation that drivers value highly. If you are offering any additional sick days or benefits for drivers who get sick with COVID-19, make sure your total compensation package includes that time. In addition, always include the anticipated schedule for home time in a job description or compensation package. 

Continued Education

Learning and development offerings are a wealth of opportunities for drivers. Many potential employees will be particularly excited to find a company that supports their professional growth. Whether you offer compensation for educational assistance programs or regularly facilitate career advancement opportunities, these are a form of indirect compensation. Not all drivers will take advantage of continued education opportunities, but those who do will be highly appreciative. 

Perks

Once you have covered the big benefits like health insurance and PTO, it might be easy to overlook smaller perks, but they add up! Perks can help drivers with big expenses such as relocation benefits or maintenance benefits. They might also defray the cost of smaller, regular expenses such as highway tolls, or gas. If you offer an EZ Pass or a Fuel Card, list it in your total compensation package.

Highlight Non-Financial Incentives

When asked, drivers revealed that there are consistently two top factors that determine whether they are looking for a new job: pay and company culture. Company leadership and culture are difficult to equate to a compensation amount. That said, they are no less important to driver recruitment and retention. If you prioritize a family-like culture or are very safety-minded, it’s appropriate to include this in your total compensation package. 

Foodliner, Inc. is one of the largest bulk food carriers in the country and a Transport Topic Top 100 carrier. They make a point to highlight company culture in their job descriptions. We spoke with Tim Yochum, Foodliner’s Director of Recruiting, and this is what he shared:

“The culture of a family owned business that values their people, treats them with respect, and works well together as a team is what makes us successful and provides a more positive experience for the driver. We have late model equipment, high quality shops, and a great customer base, but in the end it is people that make it all work.”

Similarly, quality equipment is a high priority for most drivers and can be included. Consider adding the year and type of truck as well as whether it is manual or automatic. Then, highlight any additions to the cab. If you provide a fridge, microwave, Sirius XM radio, or allow ride-along programs, share it in your total compensation package. To recruit drivers, there are also other attractive non-financial incentives that you can implement.

Communicating Total Compensation Effectively

After you have clarified exactly what your company is able to offer potential candidates, start drafting the total compensation statement. Ultimately, you’re looking for good hires and strong retention. Tim Yochum shares why he prioritizes transparency at Foodliner:

“We list non-monetary compensation in our job postings and if a candidate contacts us we are very open to providing the details of the compensation so they understand how this can affect their total compensation package. Honesty up front verses a surprise later is what we feel candidates value and appreciate. We feel that if the only reason you take a job is the money, then that will eventually be the reason you leave the job. We want the candidate to understand how the total package affects them and their family.”

Give as much detail as you are able to clearly share. It’s important for drivers to have all of the necessary information to make a decision. Even if drivers decline the job offer, that is a better outcome than hiring drivers with misleading information. If drivers feel like they have been intentionally deceived, they are more likely to quit and will have a poor impression of the company. There should be no hidden surprises. Clear communication that highlights everything you have to offer is the best approach to a total compensation package.

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How to Promote Diversity and Inclusion in the Trucking Industry

The trucking industry overall is very dynamic, with plenty of changes over time. However, one thing that seems slow to change is the general perception of a typical trucker. Older, white, and male are the words that many people think of when picturing a truck driver. That stereotype exists because it has been true for a long time. And that’s not necessarily a good thing. So when it comes to diversity and inclusion in the trucking industry, what can be done to change the narrative?

In recent years, things are changing from the “old guy club” people sometimes describe. The data tells us that there is a “new face of trucking” starting to emerge. This new change should start to shift those old perceptions.

Per the US Census Bureau: Among younger truckers under age 35, more of them are women, Hispanic, and more educated than their older counterparts age 55 and older.

This means that for the younger people entering the trucking industry, they’re also more demographically diverse than the historically typical driver. This change is a welcomed one for those who have been looking to broaden the pool of candidates for their open jobs. If you’re looking to change things at the local hiring level, here are some ideas of how to promote diversity and inclusion in the trucking industry.

Change Your Demographics

One way to keep pace with the changes, is to have a hiring plan that helps you broaden your reach and mix of applicants.

Women

female truck drivers

As mentioned, trucking has historically been a male-dominated field. However, statistics also show that female trucker numbers are growing. You want to find ways to bring women into the industry, and as a hiring manager, you want to avoid making mistakes that keep women from wanting to work for your company.

Addressing female driver’s concerns up-front, will help appeal to more women applying for your open jobs.

Things like safety, equipment ergonomics and company culture are more important to many women drivers than male drivers. Putting a priority on these things can lead to more female candidates, and ultimately new hires.

Millennials

Truck driving can be a great career for younger people. It’s a terrific way to get paid to travel the country. Truck drivers can make great money, and bringing in younger drivers can establish company loyalty with these new drivers. Putting a strategy in place to recruit younger drivers is another great way to promote diversity and inclusion in the trucking industry.

Focusing on wellness and benefits is helpful when appealing to younger people.

Reaching younger people via through social media channels works well with this group. Making the application process fully electronic and user-friendly is a bonus for millennial recruiting as well.

Develop a Good Plan

Just like any good long-term strategy, you need a good plan. Set a clear vision and assemble a team to work towards your goals. From there, you need to develop and add details your plan to make it work. Think through multiple scenarios until you’re certain the plan is solid. Implement your plan and then evaluate to see what’s working and what’s not working.

If your company only has bandwidth to focus on one or two changes, start there. Once you see the positive changes you set out to make, continue working the plan. You can reevaluate as you go.

Be the face of change that you want to see. If the culture of your company is non-inclusive, you might find it difficult to start to make changes. We know referrals from current drivers are a reliable source of new leads. So, the more diverse your base of employees, the more likely you would have a more diverse set of referral leads to filter. Continuing to change your culture to a more inclusive one is a great start if you want to promote diversity and inclusion in the trucking industry.

The Quick Guide to Employee Value Proposition

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Employee Value Proposition

This free guide helps you create your employee value proposition and also effectively communicate it to drivers.

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3 Best Ways to Reach Truck Drivers for a Big ImpactRecruiting truck drivers is a complex process. Drivers have so many things competing for their attention constantly. So, recruiters must be flexible and creative to be sure their messages get to prospective drivers, and that the message is clear and in a format a driver will best receive it. In the current climate, delivering a clear message to reach truck drivers is more important than ever. If you are hiring and looking to bring on new drivers, here are 3 best ways to reach truck drivers for a big impact.

1. Be Optimized for Mobile

Professional truck drivers don’t spend much time sitting behind a desktop computer. With most of the day spent behind the wheel, it is likely that a few quick peeks at their phone during pit stops would be the best time to get your message to a prospective driver. What do you need to do to improve your postings to get better engagement? Think about the way the driver will see them first.

If you’re sending out emails or running ads for your jobs, be sure that they are optimized for mobile devices. Don’t take the chance that your message will not be well-received if it’s not.

You want to ensure that the most common tool a driver is getting their info from is the way that you are tailoring your communications to them. Your first impression on a driver may be made on their phone. So it’s important to focus on optimizing your recruiting for mobile devices.

2. It’s a Digital World

Being competitive in the driver recruiting business means your overall strategy needs to have a strong digital plan to reach truck drivers. And a great way to help your people connect with drivers, is to use technology to complement your recruiting efforts. If a driver has an unpleasant experience with your website or application system, that might make a bad first impression on your potential new candidates.

Using systems and technology that put the driver’s needs and expectations first, is a fantastic way to have an electronic introduction be a smooth one.

Otherwise you risk alienating a good driver before you even get a chance to speak with them. You want to a make your interactions simple and straightforward to ensure they continue to engage with your recruiting efforts.

3. Is Your Message Driver-Centric?

Working to reach truck drivers truck drivers with your message, means your message needs to be focused on their needs. You need to be on trend with putting your driver’s needs first.

Do your research with your current drivers to find out their preferences in communication. Are they more inclined to one social media platform vs. another? What did they like and dislike about looking for their last job?

Take this information and help your team hone your recruiting messages that will attract and retain the type of drivers that you want to hire. Once you craft those messages, use the right tools to help deliver them.

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

The most well informed recruitment plans have drivers at their core. In a finely tuned trucking recruitment plan, the needs and preferences of your drivers sit side by side with company logistics and priorities. First, listen closely to the questions, concerns, and priorities expressed by drivers. These are valuable insights that will help close leads. Similarly, marketing, budgeting, and technology are the infrastructure that supports the relationship between recruiters and drivers.

Start With Drivers

Developing trust with drivers requires a significant investment of time. Building a relationship with drivers takes multiple touchpoints, ideally on their schedule. That may mean making time during evenings or weekends to speak with drivers. In conversations with prospective drivers, be clear early on about pay, hours, home time, and other key details. Your total number of driver leads may decrease as a result, but it’s worth it. As a result, you will retain quality leads who are more likely to become hires.

Ask drivers what attracted them to your job post and, when relevant, why they are no longer interested. Then, use this data to refine your job descriptions. If there is one aspect of the job that is consistently cited as a problem, consider creative solutions. Is there an opportunity to increase driver pay? If not, what non-financial incentives can you offer that will attract drivers?

Connect Recruiting and Marketing

Once you have identified which job aspects most appeal to drivers, align marketing and recruiting efforts. Platforms targeted toward recruiting drivers like social media pages and your company website should present a cohesive story that highlights the most compelling parts of your company.

If you’re unsure how to refine your media presence, start with feedback loops. Create visible channels through which drivers can give feedback.

Thoughtfully review driver comments and reactions. Then, assess comments for actionable steps and implement any changes that make sense. Throughout this process, track driver lead attribution to identify which channels most effectively engage drivers. Identify marketing channels with a low cost per hire (CPH), and increase spend there. 

One of the most powerful lead generators is word of mouth. Consider implementing a referral program for current drivers to help recruit new employees. To start, designate specific time and resources for the internal marketing of referral initiatives. Similarly, include marketing efforts for retention as a key element of recruitment. Retaining drivers is one of the most cost-effective and time-efficient ways to keep a fleet running smoothly. 

Account for Large and Small Expenses

When creating a budget for a trucking recruitment plan, it’s easy to overlook variations in cost per hire. Often, these are recurring costs, and those numbers add up quicklyIncreasing budget precision in your trucking recruitment plan may increase your intended spend. 

When reporting up for budget approval, revenue is the bottom line.

Assess the revenue totals for an incomplete fleet. Next, compare that to the revenue that could be generated with a fleet at full capacity. A well-defined recruitment budget clearly demonstrates the increased revenue potential of a fleet operating at full capacity. Here are a few places to make sure you have accurately assessed your costs.

Turnover

Driver churn is a huge part of the recruitment process. Realistically, failing to account for the extra drivers you will need to hire to compensate for turnover will set your budget back substantially. 

If Company A has a 100 driver fleet and a 50% turnover rate, they will still need to recruit more than 50 new drivers annually. You have to account for turnover within your new hires. That’s an additional 25 drivers! Company A should plan a recruitment budget for a total of 75 new hires to maintain their fleet size.

Referrals & Rehires

Not all hires have the same cost. Referrals and rehires are typically a lower cost per hire than a cold lead because they already have a warm introduction to your company. As a result, these hires should be assigned a lower cost in a trucking recruitment plan. With that in mind, if rehires are not currently a part of your recruitment budget, add them! Allocating resources to retaining drivers will save capital in the long run if you can reduce turnover.

Hiring Across Divisions

Just as referrals and rehires have a different cost per hire than other leads, large fleets may also see a significant difference in CPH across divisions. For example, local no-touch freight jobs are likely to require less time and expense than an OTR livestock position. Analyze historical CPH data and use that information to create a more precise budget.

Use Technology as Infrastructure

Successful recruiting is personal, but the technical aspects cannot be ignored. Essentially, technology is the infrastructure that supports human relationships in recruiting. Everything from your company website to specific job applications must be mobile friendly to optimize driver engagement. 

Technology is the infrastructure that supports interpersonal relationships in recruiting.

Technology can remove inefficiencies in your recruitment process. First, conduct a systematic review to identify areas of lost, misallocated, or delayed information. Randall Reilly has compiled a list of common recruitment inefficiencies in the trucking industry. Then, evaluate your ATS and ensure that no leads are being lost or incorrectly attributed. Next, encourage recruiters to get qualifying information early. After, immediately eliminate any unqualified leads. Finally, carefully nurture your qualified leads

Calendars and standardized note taking practices can safeguard against lost leads. In addition, when leads are disqualified, track the reason. If a pattern emerges, you may be able to streamline your recruitment process. It pays to eliminate disqualified leads earlier in the pipeline because it saves time in the long run.

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

lease purchase trucking company

Recruiters work hard to find the best candidates for their open jobs. Using all available resources, recruiters need to need to differentiate their job postings from others that might be very similar. So it’s important to find out what your potential drivers are looking for in a new job and what can help your company stand out from the others. In some cases, it takes more than just switching up your recruiting tactics. Sometimes it means adding a new lane to your business strategy. Perhaps becoming a lease purchase company is something worthwhile to attract new drivers?

The Basics

Many CDL drivers are looking to advance their careers by owning their own trucks. Often, these drivers need some support with buying the truck in the first place. However, this is a big step for a driver and requires a significant financial investment up-front. Lease purchase agreements can be a great solution! If your company owns a number of trucks and is willing to get into the business of selling them through lease payments to drivers, this model might work for you. And if so, this is where you start setting up your strategy to enter this new aspect of your business.

This type of arrangement can bring in new leads for your recruiting efforts, as many drivers are interested in becoming an owner operator someday.

But it also adds a level of complexity to your business. It’s essentially having a small business within a business, as the drivers are seeking to become their own company with its own vehicle.

Rules and Regulations

Becoming a lease purchase company requires a carrier to follow a set of federal guidelines that spell out all of the considerations of leasing. These rules inform all aspects of the leasing agreements. When drawing up all the various policies, paperwork, and contracts needed to lease trucks to your drivers, it’s important to understand the regulations that come with these transactions.

Transparency

lease purchase agreementThere are plenty of opportunities to market that your company is a lease purchase trucking company. As mentioned earlier, it’s a great way to differentiate yourself from the competition. And unfortunately, it is also potentially an opportunity for carriers to put out deceptive marketing messages—ones that might make it seem that it’s an easy way for a driver to become an owner.

The federal truth in leasing laws have been put in place to protect drivers and carriers entering into a lease agreement. These laws ensure transparency on all aspects of the lease.

These regulations ensure that nobody is less than transparent when it comes to these types of purchase agreements. So be sure to be clear and forthcoming on every aspect of the deal. That includes the terms, the payment schedules and all of the specific details of the lease. This will help you avoid any confusion later, or worse, lawsuits.

Risk

There is a level of risk associated with becoming a lease purchase trucking company. There’s always a hope that everything goes right, but sometimes things do go wrong.

All of the deal points of the lease agreement can be as specific as possible, and everyone can enter into the agreement hoping things run smoothly. But, that’s unfortunately not always the case.

The driver might not be able to keep up with the payments, and then they’re put in a position of needing to reclaim the truck. Additionally, the driver might unfortunately have an accident with the truck while it’s still under lease and not fully owned. This has implications on the lease company as well, if the driver can’t cover the costs to repair. Throughout the lease period, the carrier has an interest that the proper insurance and maintenance is being done on the leased vehicle.

Do Your Homework

Knowing what your potential drivers are looking for, helps you develop the best set of tools to recruit the best candidates. As your company grows and expands your recruitment efforts, consider looking into becoming a lease purchase trucking company. This can bring in new leads to your hiring office, and new revenue streams to benefit your bottom line. But it is also a complex business, with a decent amount of risk involved. As with most things, it’s good to do your homework to make sure you make the right decision.

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

Recruiters work hard to bring in valuable driver leads. Are you making the most of them? From the first point of engagement to the job offer, your drivers offer valuable insight. Use this data to inform your recruitment process and optimization areas. The recruitment funnel should be realistic and efficient. Focus on hiring rather than strictly lead generation. Use these tips to optimize your recruitment strategy and ensure you’re making the most of your valuable driver leads.

1. Lead Attribution

There are two main models of lead attribution—single-touch models and multi-touch models. Single-touch models clarify pain points at particular stages in the recruitment process. Multi-touch models provide a holistic view of your recruitment process. Single and multi-touch models are also divided into smaller subsets. Each of the models has benefits and drawbacks. You may implement different models at different times as you continuously analyze your lead to hire process. Randall Reilly’s comprehensive video covers each lead attribution model in detail. Here are the highlights.

Single-Touch Lead Attribution

First Touch Model: As the name implies, this type of lead attribution is analyzed based on the point where a consumer makes first contact with your company. Drivers still have a long journey through your sales or recruitment pipeline. This model is most helpful in determining how drivers are being introduced to your company, particularly within a single campaign. 

Last Touch Model: This model similarly analyzes a single point of contact for a driver, but this time at the end of the recruiting funnel. The last touch model rests on the idea that it is most helpful to understand the point where the sales/recruiting effort is successfully closed. As a result, credit is given to the final point of contact in the recruiting pipeline. This model is a good fit for companies who are bringing in leads and want to analyze the success of a single closing campaign or compare results between campaigns. 

Multi-Touch Lead Attribution

Linear Attribution Model: The linear attribution model is the simplest way to track leads at multiple stages or across multiple campaigns in your recruitment pipeline. Each stage is weighted equally in importance. While multi-touch models are inherently more complex than single-touch models, linear attribution is a good place to start a broad analysis of your recruitment funnel. 

Time Decay Model: This model also examines leads at each point of contact or across campaigns, but it weights the stages of your funnel differently. The first points of contact are weighted less heavily, and more significance is given to points of contact that are closest to the point of conversion. This model can be particularly helpful with long recruitment funnels with time between each of the touch-points.

Position-Based Model: Like the Time Decay model, the Position-Based model unevenly weights lead attribution. Credit is more heavily attributed to the first and last points in your funnel that a driver encountered. This model implies that the first and last points of contact are the most important to successful recruiting. This model may be a good fit for companies that rely on long-tail lead nurturing because it weights your most important interactions more heavily. 

2. Allocating Paid Marketing

Once the research is done and you have a better understanding of your lead-to-hire process, paid marketing can amplify your impact. Assess your lead attribution model and determine which channels are driving your success. 

As you decide which marketing campaigns and platforms to elevate, keep the number of quality hires, and not the number of leads, as your north star. 

Ultimately, regardless of how many valuable driver leads you acquire, success is a hire. It’s important to understand your cost per lead (CPL), but the cost per hire should be the final decision-maker. In the end, a channel that has a low CPL but high cost per hire is less valuable than a channel with a lower cost per hire. Allocate your paid marketing to the channels with the lowest cost per hire.

3. Know Your Target Driver

The leads you are generating are more than potential hires. They are also reflections of your recruiting message. Make a point to understand the basic profile of your applicants. Then, examine which drivers are moving furthest through your recruitment funnel. Do they fit the persona of a driver who is a good fit for your company? If so, that’s confirmation that your messaging is resonating with the right people. If not, it may be a good opportunity to refine your content. 

Lead tracking is another valuable tool to understand the people behind your leads. Determine where your strongest applicants are coming from. That data, combined with carefully targeted messaging, can help you align your recruitment strategy to be attractive to the drivers you really want. A clear understanding of the people who make up your valuable driver leads will help you create an employee value proposition and write successful job descriptions

Free Template: Truck Driver Job Description

Follow this template to make sure your job descriptions are converting.

4. Create a Realistic and Efficient Recruitment Funnel

To make the most of your valuable driver leads, set appropriate hiring targets. If possible, use historic data from the past 1-2 years on the hiring trends for your company.

Like many industries, trucking has seasonal peaks and troughs. These may correspond to your type of freight. Also consider that drivers who change jobs at different points of the year may be attracted by slightly different messages. Aligning your marketing strategy with natural seasonal flux will help you maximize your budget and your recruiting efforts. 

5. Improve the Quality of Your Leads

Inbound marketing is the gold standard because it brings valuable driver leads to you. Optimize your inbound digital marketing efforts with a few quick updates to your intake process. Review your site for appropriate and mobile-friendly calls to action as you share company information with drivers. Then, consider how drivers are sharing their information with you. Collecting qualifying information early on is key. Even though it may deter some drivers, it will ensure that the drivers you do get are qualified for your position.  

For example, when recruiting HazMat drivers with 2+ years of experience, ask for that information on an intake form. Then, sort your leads by that information and only pursue candidates who meet your criteria.

Similarly, cultivate your brand image and company reputation so they can be used as assets. In-person or virtual Word of Mouth and Referrals are some of the most effective marketing channels. When drivers learn about your company and turn to Glassdoor, Facebook, or Google for insight from other drivers, what will they see? Develop an online presence that will make drivers excited to learn more about your company and available positions.

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

hiring truck drivers

Recruiting is all about building, maintaining, and nurturing personal relationships. In this uncertain time, there’s one counterintuitive rule to remember. Even if you’re not hiring truck drivers, keep recruiting. Doing so will help you smoothly transition back to hiring drivers when your fleet is back to normal. 

Maintaining your recruitment efforts may seem like the last thing you’d want to do when you’re downsizing. Don’t be lulled into complacency. If you only focus on your plans for the next few weeks, you will be too late. Continuing to nurture your pipeline is critical to your company’s long-term health, but your strategy may have to change as a result of the global health crisis. Uncertain times require improvising, adapting, and overcoming obstacles. When you’re not actively hiring truck drivers, focus on building relationships in your recruitment pipeline. Here are a few best practices.

1. Don’t Lose Interested Applicants

As HR professionals know all too well, recruiting isn’t a faucet that you can turn on and off. Leads that are not consistently nurtured will turn cold and disengage. Even when you’re not hiring truck drivers, it’s important to develop your relationships for future employment.

Consider that consumers typically take three to nine months to make a decision. In this case, your jobs are a product, and applicants are your consumers. Most people spend the majority of our waking hours at work, and making a job change is a really big decision.

It’s too early to predict when freight demands will increase and hiring will resume, but you need to be ready. Continue to build a relationship with interested drivers. Found out what is important to them and whether you are a good fit. Then, when the time comes to bring in drivers, you’ll be prepared to quickly fill your open positions.

2. Stay Visible

Dee Sova from Prime Trucking

Example Campaign from Drive My Way

It’s important to stay top of mind for drivers even if you’re not hiring right now. While more drivers are in the market for a new job now, the competition remains very high for experienced, high performing drivers with exceptional safety records. A lull in recruiting is a good time to promote marketing campaigns. Highlight your current drivers with tasteful video campaigns.

There is no better endorsement for being a great place to work than one from current drivers who are happy that they joined and chose to stay. You can also take advantage of social media trends like #thankatrucker. Provide resources for current and prospective drivers to increase brand awareness and strengthen ties to your company. 

As a recruiter, it’s important to keep your energy high even when working from home. Continue making calls to drivers. Cultivating relationships in a hiring slowdown will make you an obvious choice when drivers are changing jobs in the future. Drivers are not shy about sharing their experiences with others. Employers will be remembered for the actions they took and how they treated drivers during this difficult time. 

3. Fine-Tune Your Message

With uncertainty rippling through the trucking industry, clear, positive communication is more important than ever. As a fleet, the best strategy is to be transparent about your position.

If you are not hiring new drivers, be honest with applicants. Even if you are not able to offer jobs right now, be a resource to drivers.

In recruitment conversations and all other company messaging, strive to acknowledge the current hardships, be authentic, and offer valuable, curated information that drivers can use. This is also an opportunity to optimize your outreach with video campaigns and a mobile-friendly interface. Setting the appropriate tone helps drivers respect and relate to your brand and will foster relationships with potential hires. 

4. Seek Out Opportunities That May Be Available in a Few Months

A hiring lull is the perfect time to look toward the future. The strategic recruiting plan that you laid out in early 2020 may or may not be the right fit for your company going forward. As you approach hiring for Q3 and Q4 of 2020 and beyond, do you anticipate your hiring needs changing? What is different about the drivers you need to recruit and how will your company meet those demands? Use the Drive My Way Ultimate Guide for Truck Driver Recruiting to create a comprehensive recruitment plan for the months ahead.

It is more important than ever to understand what drivers prioritize in a job.

Previously, drivers may have been asking for local jobs or flexible rider policies. Now, their focus may be on PTO policies for sickness or your truck cleaning standards. Listen carefully to what drivers are looking for and shape your marketing and recruiting efforts accordingly. This recruitment slowdown is also a great time to offer operations experience to recruiters to help your whole team align with current drivers’ experiences. Pairing a recruiter with a dispatcher or terminal manager may give them a perspective on drivers’ needs.

5. Prepare for Continued Remote Processes

Slowly but surely, companies are re-opening and finding a new normal. The widespread shutdowns due to COVID-19 will continue to ease, but the effects of the pandemic are likely to linger for far longer. With millions of Americans becoming remote workers overnight, virtual recruiting and onboarding have become the norm for many companies. Even as restrictions on in-person work environments are relaxed, prepare to manage your candidate lifecycle virtually.

While the circumstances have caused us to adapt and be distant, that does not mean that we have to lose the personal connection. In recent years, several companies, including Luma Brighter Learning, have started offering online Learning Management Systems (LMS) for onboarding truck drivers. It’s a strategy that is effective for both companies and drivers. We spoke with Luma Brighter Learning CEO, Gina Anderson, and she shared her perspective on why synchronous online learning is a great option for trucking fleets.

“The carriers are saving time, they’re saving money, they’re becoming more efficient, and they’re making their drivers happy.” Gina continued, “There’s not one way to train people. That’s why it’s so valuable to be able to provide mixed methods of training [using platforms like Luma]. You don’t have to get rid of synchronous (same-time) training — you can do it online. Drivers can learn any time, any place.”

Gina Anderson went on to add that it’s no longer a question of whether or not to implement online learning systems for drivers. Drivers still value real-time connections with peers, mentors, and trainers, so companies should be asking themselves how to make virtual onboarding possible. Asking drivers to complete the basics in a synchronous online environment is a cost-effective strategy to streamline your onboarding process while still complying with social distancing restrictions and engaging your driver community.  

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

clearinghouse judgement gavel

The FMCSA Clearinghouse went into effect in January of this year. As with many industry-wide changes, there were some technical problems early on, but now, 90 days later, the majority of these have been resolved. 

The intent of the Clearinghouse was to identify drivers with positive DOT drug and alcohol tests. It is doing just that. Nearly 8,000 positive results have been identified. That may seem like a severe reduction in available drivers. However, it does increase the percentage of candidates who are eligible for employment. It also reduces the likelihood that a good carrier loses a driver to a less reputable company. The Clearinghouse ensures that companies are following the same hiring policies. 

Here’s how you can make the most of the FMCSA Clearinghouse.

1. Reduce Processing Delays

As with any new system implementation, it will take some time for the Clearinghouse to become a well oiled machine. In the meantime, one of the best ways to improve your user experience is by reducing the processing delays. In order for your request to be processed, drivers must have already completed their CDL information. To confirm whether a driver has registered, ask them login to their Clearinghouse account. If the driver has not fully registered, there will be a note on the account prompting them to do so. 

If you are confident that the driver has completed their CDL information but your query is still pending, it may be lacking driver consent. To authorize a query, a driver must login and give consent for employers to access their record. If the driver has logged in and cannot see the consent request, you can cancel the original request and resend an identical one to reset the process. 

2. Take Advantage of Bulk Uploads

If you have a large batch of queries to process simultaneously from the Clearinghouse, consider conducting a bulk upload. Use the FMCSA’s bulk upload template.  To do a bulk upload, create a tab-delimited file that can be uploaded to the Clearinghouse. The file should include the following fields:

  • LastName 
  • FirstName
  • Date of Birth. Format is MM/DD/YYYY
  • CDL – Commercial Driver’s License or Commercial Learner’s Permit Number
  • Country Code of CDL issuance. For Canada: CN; Mexico: MX, United States: US
  • State of CDL issuance. For the U.S. and Canada, use two letter State/Province codes. Use MX for Mexico
  • Query Type – Choose one of the following:
    1. Limited Query
    2. Full Query
    3. Pre-employment Query
    4. Limited Query with Automatic Consent Request

3. Be Proactive

Employers are now required to conduct a query on potential employees before they operate a CMV. So, it is in your interest to expedite the process if possible. Many drivers have already registered on the Clearinghouse if they are job searching. Unfortunately, there are also still many who haven’t. As you approach the point of hire with a new driver, be proactive and ask them whether they are registered. Going forward, make this a standard part of your interview or hiring process. You can help drivers register if they haven’t already. 

4. Manage Existing Employees

At the time of the creation of the Clearinghouse, all drivers were added to the system. That does not mean that all drivers are registered.

As an employer, you do not need to register drivers who are existing employees.

For drivers who are already with your company, you can use the Clearinghouse to conduct your annual review. It is only when drivers are at the point of changing jobs or being hired, that they must be registered. 

5. Understand the Nuances

All drivers who are hired for CDL-A positions going forward will need to pass the Clearinghouse query. That said, the query does not need to have been completed by the time of hire.

Drivers can be hired by a new employer, but are prohibited from operating a commercial motorized vehicle (CMV) until they pass the Clearinghouse.

Employers can now decide whether to incorporate the Clearinghouse query prior to the point of employment, or to complete the query following employment but prior to operation of a CMV.

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