Find Your New Truck Drivers With These Online Marketing Tips

Posted by Skye Robinson | August 17, 2016 | blog, Newsletter

Just as everything else in our world has changed with technology, so has truck driver recruitment—except not really. Yes, the way to go about it has changed, but the essence of it has not. Because recruitment is essentially marketing and sales. Whether you’re recruiting someone to join your baseball team outside of work or your truck driver team at work, you have to sell them on the idea.

But these days, how you market to them is drastically different.

Recruitment is marketing first and sales second
One online definition of recruitment reads “…the action of finding new people to join an organization or support a cause.” And what is the finding part? The marketing, the business of getting the word out to your target audience so they know there is a truck driver job available in the first place. Then the sales part is convincing them to hire on. But the marketing is always first.

Marketing—and recruiting—has changed
In the past five years alone, the ways we can reach out to people and put our message in front of them has changed dramatically, especially in the marketing realm which includes truck driver recruitment. So let’s go over some of the ways you might need to get your recruiting up to speed in order to recruit truck drivers in this day and age.

First and foremost, go where they are and have what they want
Almost all Americans are online. Is your recruitment effort? If not, get it there, and if it is, make sure you’re covering all of your bases with these tips:

  • Use ads: You can place extremely targeted banner ads on websites frequented by your target market. You can also use pay-per-click advertising to get the attention of those who are online actively searching. Pay-per-click ads can be very targeted as well.
  • Get found: Advertising isn’t the only way to get found online. You can use search engine optimization (SEO) and targeted keywords to get found by people who are searching. And remember to think beyond “truck driving jobs” to other possible keywords people might be using. For example, a quick search in one keyword tool also suggested driving jobs, trucking jobs and local truck driving jobs. Think like a candidate when choosing your keywords, not like the fleet manager looking to hire.
  • Go social: You might be advertising your truck driver jobs on LinkedIn and if so, good for you! But how about on Facebook? And what about other types of social media? Over 50% of new Snapchat users are over 25 years old, making that a potential channel for you if your target audience is there. Or how about Twitter? That’s another social channel you can use. And remember that the key word here is “social” media, so tap into your current truck drivers and enlist their help. If they’re part of a social network—and they most likely are—get them to help spread the word.
  • Offer content: One way to use all of the above ways is to offer some content of value. It might be a tip sheet on staying healthy while on the road, or a guide to safer driving habits—something that’s relevant and of interest to your target audience. You can make this content available via ads, SEO and social channels and use it to generate leads—which, yes, is a marketing term, but remember, we said recruitment is marketing…until it’s sales.

Which brings us to the next step after marketing: selling the job. Before you start any marketing/recruiting efforts, make sure you’re able to seal the deal and get someone hired by knowing how to sell the job. And if that job needs some improvement in order to be appealing, see our tips on retaining truck drivers because you don’t want to go to all that trouble to recruit if you can’t also retain.

 

3 Tips for Retaining Truck Drivers
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