Fleets need to recruit more drivers. That’s the one maxim that defines the driver recruiting marketplace. There just aren’t enough drivers to meet the needs of expanding fleets.
Expanding your fleet or even meeting the demands of the driver shortage can result in added pressure for driver recruiters. But it doesn’t have to mean more stress. In fact, there are a number of new methods you can use to generate more applications and meet your fleet’s needs.
We want your fleet to be the best, most profitable business it can be, and that means recruiting more drivers. Today, let’s look at 3 newer ways to generate driver applications for your fleet.
1. Content Marketing
We’ve talked about content marketing before. Content probably makes you immediately think of a quick brochure or a blog post or two. Maybe you’re thinking that content is great for marketing, but it can’t provide measurable results for fleets.
Those are all misguided assumptions.
Content marketing is a strategic approach to create and distribute valuable relevant, and consistent content. This allows you to attract and retain an audience of drivers.
Fleets that aren’t using content are missing a big opportunity. Remember, the whole job of content marketing is to make your audience the hero of their own story and to assist them as a mentor. It’s an opportunity to empathize with the problems drivers experience and to make them feel more empowered by the content you generate.
Beyond that, content marketing can drive measurable results for your fleet. With content, you can build an audience of engaged drivers. Then you can leverage that audience to generate valuable applications.
Don’t fall prey to the misconceptions about content marketing for driver recruiting.
Here’s are two handy statistics for your next meeting with executives: 46.6% of owner-operators and 62.2% of company drivers use Facebook. Now that you know that, can you really afford to ignore Facebook as a recruiting channel?
The short answer is no.
Facebook is a powerful social media channel with powerful advertising options. You can build a number of different ad formats to accomplish different goals.
For instance, you can build a content-based ad to increase engagement and drive traffic to your website. You could also build ads which drive traffic directly to landing pages where drivers can fill out applications.
You can also target drivers a few different ways, including:
- Tagged drivers
- Email matching
- Look-alike audiences
- General demographics
Building a variety of ads and experimenting with your targeting options is key to generating applications on Facebook. This can be intimidating, but you don’t have to do it all by yourself. You can leverage media partners to help you build and target your ads.
Facebook can be a powerful channel that can help you generate more driver applications.
Now you’re probably thinking social media is covered, right? Facebook has the most drivers, and it’s the only social channel you should invest in.
That’s not exactly right either.
In fact, YouTube has quite a large percentage of truck driver users. Our research shows that around 49.8% of company drivers and 34.7% of owner-operators are using YouTube. And those numbers will only increase.
Video is a powerful, engaging medium. Roughly a third of all online activity is spent watching a video, and 75% of users visit a website after viewing a video. But that doesn’t mean that YouTube is just about engagement.
- Tagged drivers
Similar to Facebook, YouTube’s ad targeting is robust. The key to success is to experiment with your targeting options. This way you can refine your ad targeting and optimize your video driver application generation.