Successful recruitment in the trucking industry is about keeping driver candidates engaged at all stages. You not only need to know your target candidate and how to attract their attention, but you must also work hard to keep them from straying during the recruitment, onboarding, and hiring process.
There are many exciting ways to connect with candidates today. But companies also face enormous pressure to keep up with modern technologies and recruitment strategies. So, consider this your “cheat sheet” on how to keep driver candidates engaged from beginning to end.
This guide will cover the best practices for hooking candidates to fill your fleet.
Starting at the Beginning: The Job Description
It’s easier than ever to get your job postings online and in front of job seekers’ eyes — but is yours standing out from the rest? Because if the answer is “no,” you’re going to have a hard time attracting ideal candidates.
You have to show people why your opportunity is more desirable than all of the others out there.
Here are the variables truck drivers hone in on when looking at a job post:
- Salary
- Distance from home
- Miles
- Benefits — health insurance, retirement plans, PTO
- Schedule type
Identity where you can stand out, and highlight that in your job posting. Also, make sure you are:
- Writing in an active, engaging voice
- Using clear titles and industry language
- Highlighting the most important job responsibilities
- Using inclusive language that people of all groups can identify with
Where to Post Your CDL Driver Jobs?
Job boards are an obvious option. But also make sure you are posting your jobs on sites like Facebook, LinkedIn, and Glassdoor, and always post on your website with an easy way to apply.
Some candidates will check out your job well before they decide to apply. So, include a form to sign up for more information before committing to an application. You can stay in touch with them, checking in so that they remain engaged.
Are Your Job Posts Mobile Friendly?
Truckers have many employer options. If they go to apply and it’s not easy, they will leave and look at other opportunities. That includes applications that aren’t mobile-friendly. Make sure your application process is simple and accessible on any device.
Interacting with Driver Candidates Online
You’ve probably realized by now that simply posting your jobs online isn’t enough. You need to develop relationships with potential candidates through online interaction and engagement.
A Lever study found that it takes at least three touchpoints for a candidate to respond to a cold lead. And considering the competitive nature of trucking, that number is likely higher for you. So, you need to regularly interact with drivers so that they become aware of your company and jobs.
How do you do this? Through engaging content — social media posts, online ads, email marketing, staying active on industry forums, etc. Showing up online gets you in touch with both active candidates and passive candidates who aren’t yet looking for a new job (but could be soon).
Social media marketing does take time and experience. If you’re unsure where to start or how to get the most out of your budget, consider working with a driver recruitment professional who can guide you in the right direction based on your company and target candidates.
After the Application: Don’t Let Them Grow Cold
Okay, so you’ve engaged with a candidate, and they’ve applied for your role. It’s not over yet.
Industry professionals know that an application — and even an accepted offer — is not enough to keep a driver engaged. You need a plan for keeping applicants interested in and excited about your position. They need to remember you exist as a good choice, because their lives will go on and they can easily get caught up in other offers.
Ghosting is real in the trucking industry. Even if an applicant seems engaged at first, they can quickly lose interest. The best way to reduce the chances of this happening is with close, consistent contact.
After drivers apply, make sure that:
- Recruiters have a schedule for following up and checking in
- You are providing information on the job for drivers to review
- Candidates receive a timeline for the hiring process (and aim to keep it very short)
- You are quick to answer any questions or concerns that come up about the position or process
You might also have automated systems in place to reach out to drivers in the middle of the process.
Post Hire: The Battle Isn’t Over
The average turnover rate at large load carriers is 90 percent. So, once drivers have the job, you still need to keep them engaged.
Set up regular check-ins with drivers to see how they feel about their position. Ask for honest feedback about the driver experience — and act on that feedback. Work hard to set up a company culture that encourages drivers to stick around.
Still Having Trouble? Re-evaluate Your Lead Sources
If you feel like you’ve already tried these steps and they aren’t working, step back and look at your recruiting methods. Chances are, something needs to change.
Many carriers rely on bulk leads from third-party sources. While this brings in a good quantity of leads, quality is a different story. Many of the drivers these carriers hire never applied directly with the company, meaning they are rarely the best fit.
The key to hiring quality drivers is direct leads, where drivers are seeking you out first. You can achieve this through customized ads and marketing strategies — supplemented with third-party leads— to reach more of the right people.
At AMG Driver Recruitment, we deliver the right messages at ideal times to maximize driver conversions and interest. Learn more about how we can help your fleet here.