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Looking for New Drivers? Here’s Where to Find Them
4 mins read

JANUARY 29, 2019 – The driver shortage is on everyone’s mind – and is making it more and more difficult for trucking companies to fill their cabs. Although the industry has been working towards changes that will encourage the younger generations to consider a career behind the wheel, it’s going to take some time before we see the payoff. And if we aren’t able to right the course? It could spell trouble for an economy that relies so heavily on the movement of freight, as the ATA expects the driver shortage to reach 175,000 by 2026.

As the number of driving positions continues to grow faster than the number of available truck drivers, you need to think more and more like a marketing professional to get new talent in the door. Here are a few strategies to keep in mind that will help put your job ad in front of the right audience:

  1. Leverage Your Employees’ Network. If your drivers enjoy working for you, they’ll be more than happy to spread the word: and get their job-seeking friends to apply. To provide further encouragement, consider offering a financial incentive to any employee who refers a new recruit.
  2. Advertise on Social Media. Seventy-five percent of truckers check Facebook daily, making it an extremely effective way to reach job seekers. Post job opportunities on your company Facebook page and then invest a little money into sponsoring the post. For the budget of your choosing, this will get your job ad directly in front of truck drivers when they log in and browse their feed.
  3. Improve Your Web Presence. Unless you’re a mega-carrier, drivers may not immediately think of you when they start checking for job opportunities. However, if your website pops to the top of the list when they search for things like “truck driving jobs” or “trucking companies near me,” it will be easier for you to get their interest (and their job applications). Maintaining a company blog can be a good way to improve your search engine rankings over time. Or for more immediate results, consider buying pay-per-click advertising. This will put your “help wanted” ad right at the top of the search engine results page where prospective drivers can’t help but see it.
  1. Post on Job Boards. And not just the big players, such as Indeed and CareerBuilder, but the trucking specific job boards and forums, as well. Depending on your available budget, many (if not all) of these websites will give you the ability to sponsor posts. Just like with Facebook or search engine marketing, this will bring your ads up to the top of the list, where relevant job seekers will be more likely to see them.

Not a Marketer? Hire One

With the exception of the first strategy, there is a certain level of expertise that goes into marketing your job ad effectively: and that begins with the creation of the ad itself.

If you aren’t a digital marketing expert, and want to maximize the potential of your campaign, consider hiring a company that specializes in recruitment marketing. First, they’ll help you create a job ad that will get the attention of job seekers and encourage them to apply. Next, they’ll utilize the strategies above to get your ad in front of the right audience.

When done effectively, you can look forward to a steady stream of applications into your business. This will give you greater hiring options – and allow you to fill your cabs more quickly when openings arise.

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