The good news for the trucking industry: The steady and increasing demand, which is projected to increase by up to 29 percent in 2016, according to American Trucking Associations. The bad news: The lack of drivers, estimated to be a shortage from 35,000 to 50,000 or more. This means the competition is fierce among trucking companies for landing drivers. A major key to standing out and becoming a top choice for drivers is through strategic marketing. Learn about the key areas to focus on with your marketing plan to help you reach your objectives and attract more drivers.
When candidates in high-demand professions like truck driving are considering their employment options, they generally make their decisions based on their perceptions of the company itself. If you want to attract more drivers, you have to make your company recognizable through consistent branding. This is beyond just a logo or other graphic design – think of the major advantages of your company versus your competition, and communicate that as often as possible. Your goal should be for candidates to leave your website, application, physical location, etc. with a clear idea of what your company does, its mission, and the benefits of working there.
Often, marketing plans are heavily geared toward promoting the organization and its offerings, but being overly self-serving can hinder your ability to use communications to build and maintain relationships with potential candidates. Candidates need to get something out of your marketing efforts, whether from your website, an email newsletter, or social media. Create content that is of interest to your audience, to balance out your promotional content. This can include sharing industry news, writing advice articles geared toward drivers, or creating some type of interesting and helpful resource for your audience.
When drivers have their choice of positions among different companies, they will often opt for the company they feel would provide the best overall experience. Unfortunately, many drivers report that once hired, they are treated differently than other employees because they are out on the road. When marketing your company or its available jobs, make it easy for people to contact you, whether via multiple contact options (email, phone, etc.) or being responsive and interactive on social media or other online channels. This allows you to give your organization a human touch that will intrigue drivers and make them more likely to consider you as a company that will value them.
Attract high quality drivers with the help of Contracted Driver Services. As a staffing firm serving over 500 clients nationwide in the transportation and supply chain industries, we consistently work on building relationships with CDL drivers to maintain a candidate pool for quick turnaround. Contact CDS today to learn more about how we can help you with your staffing needs.