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digital advertising for truck drivers

Digital advertising is a core part of your company brand. Equally important is the way that your employees and customers talk about your company. The way you represent yourself online is like the store window to your company. Most people will decide whether to engage with your company based on what they see in that small preview and other people’s reviews. Optimize your digital advertising and hit your annual goals with these 5 digital advertising trends for the trucking industry!

1. Build your Trustworthy Reputation

One of your biggest assets is your company reputation. No amount of marketing or advertising can change driver or customer perception if they are not happy working for or with you. At the end of the day, people trust people. That’s why negative driver or customer reviews are so lethal. Don’t believe us? A recent Nielson report shared that 92% of consumer trust reviews from friends and family more than advertising. Even more importantly, a BrightLocal study found that 88% of people trust online reviews as much as personal recommendations. 88%! Strive to build a reputation so strong that your employees and customers can’t help but share their good experience.   

92% of consumer trust reviews from friends and family more than advertising, and 88% of people trust online reviews as much as personal recommendations. 

It’s important to support your reputation with nuanced content. Digital advertising campaigns are tactful and positive in their tone. Your content should ultimately be uplifting. That does not mean you should avoid crucial conversations. Doing so may be perceived as sacrificing authenticity. Instead, acknowledge hardship, and commit in words and actions to prioritizing the wellbeing of your employees and customers. If you are able to demonstrate that you care when times are tough, you will build a strong reputation that will serve you for years to come. 

2. Consistency is Critical

Once you’ve identified a target area for improvement or strategic growth, it is tempting to immediately dedicate resources to developing that channel. Before you launch into your next campaign, clearly identify how that campaign fits into your larger strategic goals. Then, articulate each step you need to take to get there. Consider how you can meet your goals while maintaining a consistent representation of your company and your brand through the process. 

If you are like many trucking companies, you may not be allocating a large budget to marketing or recruitment. We understand. Especially in years like 2020 that feel economically unstable, digital advertising is not likely to be at the top of your financial priority list.

When budgets are tight, be strategic and realistic, but don’t stop advertising. Get creative and take advantage of free marketing channels. Continuing to market your brand will keep your name fresh and top of mind for drivers and potential customers.

3. Go Where the Drivers Are

It may sound obvious, but the best digital advertising in the world won’t help you if you don’t get in front of the right eyes. It’s important that, as the employer, you deeply understand your target market and advertise where they are. Luckily, you don’t have to guess where to find truck drivers. The 2019 Overdrive Connectivity Report found that 39% of drivers rely on word of mouth to find a driving job. An additional 29% start with internet searches. The same year, the Trucker’s News Connectivity Report found that 56% of drivers used internet searches and 26% count on word of mouth. Social media is one of the natural intersections of internet searches and live feedback from drivers. Drive My Way’s Driver Happiness and Retention Survey found that 71% of drivers reported using Facebook. Youtube and Instagram were the next most popular platforms. 

You don’t have to guess where to find truck drivers. Internet searches and Word of Mouth are consistently top channels. Focus social media efforts on Facebook, Youtube, and Instagram.

In both studies, word of mouth and internet searches were clearly the top two resources for job searching. Word of mouth relies heavily on building a positive brand reputation and keeping your company top of mind with consistent marketing. On the other hand, social media, content marketing, and partnership-based brand outreach are great places to start for drivers who utilize internet searches. 

4. Make it Mobile

Quite simply, if you’re not prioritizing mobile digital advertising, you are missing a big opportunity. Recent data from our Drive My Way Driver Happiness and Retention Survey demonstrates that more and more drivers are relying on their phones for communication and their technological interactions. Knowing this, plan on your digital advertising being viewed on anything from a desktop computer to a tablet to a smartphone. The good news is, there are numerous ways to get tech-savvy without reinventing your advertising campaigns or your budget. 

The best way to start improving your mobile interface is to invest time in understanding digital channels. Evaluate the channels you are currently using, and create a vision for how users will optimally interact with those channels on desktop and mobile. Many digital advertising channels, including social media, search engine ads, and even your company website, may allow companies to preview ads in a variety of formats before publishing. Carefully review both mobile and desktop views for content and format to ensure that drivers get the best possible experience regardless of their viewing device.

5. Don’t Neglect the Essentials

As you look forward to digital marketing optimization, don’t miss this key trend! Get back to basics. The same fundamentals that you started with are the foundation of a strong digital advertising strategy. Have a clean, concise website. Make sure the content is up to date, clearly presented, and search engine optimized. Once you have communicated all of the essential information, complete a secondary test. Ask yourself, “Is there any other information or design elements that could be removed while still communicating clearly?” If yes, take it out! Clarity is key.

After your website is ready, strategically choose where else you want to have a digital presence, and conduct a similar review of those sites. 

  • Are you active on social media? 
  • Do you host or participate in a podcast? 
  • Is content marketing your main distribution channel? 

Carefully audit each distribution channel and decide whether it is still benefiting your company. Don’t keep a channel active unless you are willing to maintain it, AND it is still delivering value. Focus your time, attention, and budget on the channels that are performing best.

driver happiness and retention survey

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Driver Lifestyle & Job Happiness Survey

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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.

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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.

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