social mediaLike most everyone, truck drivers are all over social media. It’s where they connect with other drivers, share tips for being on the road, and discuss current happenings. It’s also where they look for jobs and research carriers.  

As a recruiting team, how can you use that to your advantage? You want to make sure that drivers looking at your company come away with a positive impression, but that’s easier said than done. Here are 3 ways to strengthen your trucking company’s social media presence.  

Be on the Right Channels  

The first step is to make sure you’re in the right places to find drivers. While there isn’t much new data on what social media platforms truckers are on the most, you can find a lot of drivers using Instagram, Facebook, and now TikTok. 

The newest social platform, TikTok can be difficult for carriers to get on, as the majority of content is user-generated videos, and creating that on a regular basis takes a lot of resources. Facebook and Instagram on the other hand are easier social channels to manage and post on. You probably already have a Facebook, and maybe an Instagram account, but whether you’re leveraging them for their recruiting value is a different question.  

We were able to talk with April Smith, Driver Recruiter with Drive My Way client, Lansing Building Products. April told us about what Lansing posts on their social channels and how that helps attract drivers. 

April Smith,
Driver Recruiter,
Lansing Building Products

What kind of content does your company post on social media?

“We post company news and events, job postings, associate highlights and achievements, product, and customer accomplishments.”

What social media platforms is your company present on?

“We’re currently active on Indeed, LinkedIn, and Twitter.”

How does the content you post support your company’s recruiting efforts?

“Our social media presence promotes our company culture, engages job seekers, and helps attract top talent.”

Lansing BP’s recent Instagram post, celebrating Mother’s Day

Is there a certain kind of content that does particularly well?

“Photos and videos of our people do very well. A great example of this was our recent Mother’s Day post that shared pics of Lansing Mom’s and their kids.”  

What is the overall goal for your company’s social media presence?

“We want to build brand awareness and boost brand engagement through social media. We want people to have a genuine feel for our people, our culture and what makes Lansing Building Products a great place to work.”

3 Ways to Engage with Truck Drivers Using Social Media 

Driver Testimonials

Maybe the most powerful tool when it comes to social media recruiting, driver testimonials are great at showing potential candidates why your company is a great place to work. What makes this content so powerful is that it comes from a source that drivers trust.  

Many drivers have been misled in the past by recruiters. So, when a recruiter tells them all the great things about driving for a company, there’s a good (and reasonable) chance that they’ll be skeptical. They’ll be more receptive of that same message if it comes from a fellow driver. 

There’s a few different ways to driver testimonials. The most common is to ask drivers to send in a short video about why they enjoy working for your carrier. The other is to film drivers on site. Both are great, but asking drivers to send in a short video is usually more cost-effective, as you won’t have to pay for or rent video equipment. These videos also have an amateur feel that comes across as more authentic.

Mission Statement Video

One minute to show what your company is, what they do, and why they do it. That’s what a mission statement video is. These videos are used to give visitors to your social media pages (including prospective driver candidates) a bird’s eye view of your company. 

Mission statement videos should be short and to the point. B-roll footage of company trucks, drivers, and your building over a narration of your mission statement is a great way to go. If you’re unable to do video, you can do the same thing with still images. 

Consider pinning this video to the top of your Facebook, Twitter, or LinkedIn page. Many visitors to your page may want to get a quick overview of your business, and this is a great way to do it. 

Company Culture Posts

It’s always better to show than it is to tell. Sure, you can tell a driver that your carrier has a great company culture, but that probably won’t stick in their head. Using social media to show your company culture is a great way to send a message that will resonate with them throughout the recruiting process. 

Do you have any after work events? Parties during workdays? Do you celebrate work anniversaries for drivers? Documenting these events on social media is a great way to get engagement and showcase to drivers what it’s like to work for your company.  

The best thing about social media is that there’s very little (if any) cost to it. You can experiment with different post types to see what gets the best engagement with drivers and go from there.

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.
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Man look at LinkedIn Posts

LinkedIn is one of the most popular and powerful social media sites for B2B marketing. While it might seem out of place for the freight industry, LinkedIn can be a great place to generate interest and connect with current and potential new customers. Like all social media, LinkedIn uses proprietary algorithms to determine what content to feature. Each year, digital advertising trends change, and rules get updated, so it’s important to stay up to date! If your LinkedIn posts aren’t generating audience engagement, you may be missing one of these fundamental rules. 

1. Original Content Is King

Many companies try to boost engagement with a steady stream of sharing content. Unfortunately, if that content isn’t original, it will be very difficult to get prioritized by the LinkedIn algorithm. Even if you are sharing original articles or job listings from your own website regularly, this will be a low priority if it’s not originally published on LinkedIn.

To boost visibility, focus on quality, original content that connects with your audience

First, decide whether you want to create an article or a post. Articles are ranked in Google’s SEO, but they are a lower priority for the LinkedIn feed. In contrast, posts are internal and exclusive to LinkedIn. Unsurprisingly, LinkedIn posts are prioritized, though you are making small sacrifices on SEO. 

Best Practice:

Share an image or a video directly within LinkedIn as part of a post. Then, link to your job or article in a comment section rather than in the main post.

2. Instant Engagement Is A Must

LinkedIn wants to see that you can generate interest immediately. In brief, if your content isn’t interesting or engaging, LinkedIn won’t keep it visible. The first hour after you post content is the most important time to push post engagement. That hour determines what happens next with your content. Will it be pushed to the top of your audience’s news feeds? Or will it disappear into social media obsoletion? 

Man engaging with Linkedin posts

Instant engagement may feel like a big ask, especially if you run a small marketing operation. Luckily, this side of digital marketing doesn’t have to be complicated. LinkedIn post engagement can include adding a reaction, commenting (three words or more!), or sharing.

Each of these actions is weighted a little differently in the content scoring phase. For example, liking a post may only give one point. A thoughtful comment earns two points. Sharing demonstrates that the post is popular, so three points. Every engagement helps position your post for increased visibility going forward. 

Best Practice:

Alert your team when you or your company page shares a post and encourage genuine company-wide engagement. If you share from a company page, engage with the post from your personal profile and vice versa.

3. The Right Hashtags Make All the Difference

On social media, hashtags serve two primary purposes. The first is to bring all of the posts on a single topic to one place. This can be used at a large scale for general topics such as #trucking. These hashtags are helpful to follow to stay in touch with current events in your industry. Post consolidation via hashtags is also a common tactic for event marketing. In short, the intent is to generate interest by bringing together the people talking about the same event. 

Linkedin HashtagsInclude 3-5 of the top hashtags for your industry in each post.

The second purpose of hashtags is to increase audience engagement organically. If your goal is to increase post reach and expand your audience, start by doing some research. Identify the top-performing hashtags in your industry. Pay attention to spelling and stay professional in your language. In general, you should avoid punctuation and symbols in your hashtag. If you are using a multi-word tag, don’t include spaces, but do capitalize the first letter of each word. It won’t impact your post’s ability to be found, but it does make it a little easier to read.

Best Practice:

Choose hashtags that are relevant to the topic of your post and are also top performers in your industry. Include 3-5 of these top hashtags in each post to maximize impressions.

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

distribution channels for truck drivers

Marketing your carrier’s jobs to drivers is an essential task for recruiters. We’ve written before about the importance of reaching truck drivers where they are. If you’re advertising in the wrong channels, drivers aren’t aware of the current job openings in your fleet.

It’s important to work with a partner who understands the industry and how to market effectively, all while keeping the cost per lead low.

The more traditional methods are always available, and there seem to be new approaches developed every day.  Here are 8 distribution channels to consider for advertising your truck driver jobs.

1. Search Engine Marketing

Online job searching is one of the top methods drivers are looking for jobs. Using paid search to help you target keywords applicable to your jobs will assist in extending your reach instead of relying solely on organic rankings. It’s important to note that the trucking industry is extremely competitive in this space, and companies can easily spend thousands of dollars without much return. Approach this channel carefully and be sure to have an expert helping you!

2. LinkedIn

This web service is worth mentioning in particular. Apart from providing a job board, LinkedIn serves as a general and all-purpose professional networking website. It allows job seekers and employers to create profiles, build connections, recommend each other, and a host of other features. LinkedIn is the largest and most popular social networking site for careers and can be a useful addition to your strategy. However, focusing here alone won’t get you far in trucking.

3. Truck Driver Job Boards

Some websites cater specifically to a truck driver audience and can allow you to reach that group. Services like CDL jobs, Every truck driver job, and Truck driver jobs 411 will be specialized toward the trucking industry and help target to your core demographic. However, before putting all of your eggs in this basket, be sure to know the common pitfalls of job boards.

4. Facebook

Even though Facebook isn’t the go-to social media service, you can’t afford to not utilize this service. Posting jobs on Facebook may not help you reach targeted audiences because of a recent legal suit, but still holds value as an advertising platform.

5. Craigslist

Although Craigslist has been around for years, it’s seen a resurgence as it’s specialized towards one function—online classifieds. Posting jobs on Craigslist is nothing new, although recently it’s being used more for truck driver job recruiting. However, Craiglist only allows you to target geographically and you pay per post. These two aspects are great in some cases and not so helpful in others. Again, work with an expert that knows when to leverage this channel and when to look elsewhere.

6. Display Network

The banner ads on display networks can be served to audiences across the web, and on popular websites like Fox News and CNN. The Google Display Network allows access to over 2 million websites, and you can also use Bing and Yahoo. You can also target your audience based on geographical location and more.

7. Word-of-Mouth

There is value to the traditional methods, even if they’re being enhanced. One of the top ways truck drivers hear about other jobs is through other truck drivers. Good word-of-mouth is dependent on maintaining a strong reputation among drivers. They’re only likely to recommend you if they’ve had a good experience or heard good things. Just goes to show that all the technology in the world won’t help if you don’t think of drivers are people and not just leads!

truck driver job description template


Truck Driver Job Description Template

Your job description can either convert or lose applicants. Follow this template to make sure you’re on the right track.

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