The 2014 Company Driver Connectivity Study is full of helpful information for driver recruiters. Hopefully you will read the entire research piece in the near future. But for now lets just look at one statistic from this research and see how this can help your fleet find the qualified drivers it needs.
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62.2% of company drivers use Facebook and 49.8% use YouTube.
Most driver recruiters are actually pretty sophisticated marketers (even if they don’t know it). Social media as a marketing channel is not new or revolutionary to most driver recruiters. Obviously, your fleet needs an active and engaging Facebook presence. Buying Facebook likes and interaction is not a terrible way to go. But nothing will replace interesting content.
But is your fleet using YouTube to recruit drivers? Producing high quality video content can be expensive, especially for a small feet. But with nearly half of all company drivers using that platform, that investment can pay off in a big way. YouTube pre-roll is a platform that shows ads before YouTube videos.
Advertisers have a plethora of targeting options and you only pay for an ad if someone watches a certain number of seconds. In theory you can actually get free impressions on the first 5 seconds of your video. On the one hand free advertising is great. On the other hand this means you need fantastic, attention-grabbing video that will engage drivers who might be looking for a new position.
