{"id":19915,"date":"2017-04-03T15:56:30","date_gmt":"2017-04-03T19:56:30","guid":{"rendered":"http:\/\/01b.797.myftpupload.com\/?p=19915"},"modified":"2020-05-30T11:39:28","modified_gmt":"2020-05-30T15:39:28","slug":"driver-recruitment-trucking-ltl","status":"publish","type":"post","link":"https:\/\/www.roadvision.com\/blog\/driver-recruitment-trucking-ltl\/","title":{"rendered":"Driver Recruitment: Let’s Make Trucking Cool, Again"},"content":{"rendered":"

From an early age, many of us grew up loving trucks. Whether it was the classic big yellow dump truck in your sandbox or an awesome Hot Wheels 18 wheeler, kids just seem to be born with this innate sense that trucks are cool. It doesn\u2019t matter if they’re\u00a0from the big city or living on a county road, they see a big truck go by and it’s pure excitement. Unfortunately for the trucking industry, at some point that awe of all things trucks fades away. Faced with a driver shortage and a tough recruiting environment, the trucking industry needs to tap back into that childlike sense of coolness, awe and excitement that comes with trucks.<\/p>\n

Yes, drivers today have to deal with a whole new set of challenges such as new technology and complex regulations. However, generations of potential drives lose their love of all things trucks way before being faced with those obstacles. So how do you change that? First, some brands need a makeover: both the \u201cbrand\u201d of what it means to be a truck driver as well as the \u201cbrand\u201d of the trucking company. Further, \u00a0you need to adapt and start to utilizing new tools of communication, which are the foundation of rebranding<\/a> and reaching new talent.<\/p>\n

The American Transportation Research Institute\u2019s <\/a>(ATRI) analysis of 20 years of data confirms that a demographic shift is underway: The share of younger employees in the trucking workforce is now decreasing, with the industry more reliant than ever upon a specific generation\u2014the core of which is within the 45- to 54-year-old age group.<\/p>\n

To attract or incentivize new drivers, the industry needs to tap into that love of all things trucks; start focusing on the benefits of truck driving while making the profession more appealing and cool. Highlight the positive aspects of truck driving like adventure, independence, the open road and horsepower. One simple way to start improving your driver recruitment strategy\u00a0is by creating, or updating, your online presence. This step will make your company more attractive to drivers, let alone new business opportunities.<\/p>\n

1. Create or update your website<\/strong><\/p>\n

At this point, 99% of all prospective drivers and\/or customers have a mobile phone. The first thing potential recruits will do when they want to learn out about your company is a search for it online. Having a nice website may seem like a low priority in terms of your day-to-day business, however, it can have a big impact on your recruitment strategy.<\/p>\n

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  1. Make sure your website is mobile-friendly (even better, allow candidates to apply online<\/a>)<\/li>\n
  2. Consider working with a local marketing company to help. The ROI will be worth it.\n
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    1. You can also create your own website with – Wix<\/a>, Squarespace<\/a> or Weebly<\/a><\/li>\n<\/ol>\n<\/li>\n
    2. Use original content (avoid stock photos)<\/li>\n
    3. Your website should link to your social business accounts like Facebook and LinkedIn<\/li>\n
    4. It will take effort, but try to continuously update your website’s content; the old model of \u201cset it and forget it\u201d just doesn\u2019t cut it anymore<\/li>\n<\/ol>\n

      2. Create collateral\/content<\/strong><\/p>\n

      Explain and show what a trucking position with your company is like. Use a local marketing company to create a brochure both for print and on your website. Include quotes from your current staff, promoting your company and its culture. Most millennials have no idea about CDL licenses, hours of operation, or truckload vs LTL trucking. Create and sell your company\u2019s \u201cbrand.\u201d This is what people are looking for in regards to a new employer; they want to be a part of something they feel a connection to. Candidates want to feel that connection to your company before<\/i><\/strong> accepting a position. You can\u2019t expect people to just show up at your door; you need to be proactively talking about the benefits of working at\/with your company.<\/p>\n