An intensifying shortage of truck drivers continues to top the list of challenges cited by carriers. But with so many people chasing many of the same drivers, how can carriers stand apart from the competition? Here are a few tips that will help enhance your recruiting ads.
- KNOW WHAT MAKES YOU DIFFERENT AND PROMOTE IT — What do you offer that others don’t? Great benefits? Sign-on bonuses? Your culture? An outstanding safety record? Stable pay? Maybe you have new trucks with upgraded seats, or allow dogs in the cabs. If you’re not sure what value your company offers, ask the drivers who’ve been with you for the long haul. Find out why they stay. Use that feedback to craft an ad that communicates what makes you special.
- KEEP IT SIMPLE — Resist the temptation to load up your recruitment ad with too many details. A carrier once asked me to create an ad that included types of drivers, routes, fuel programs, what was and wasn’t paid, screening types, payment frequency, and more. Too much information obscures your real message. Lead with the top three reasons a driver should work for you. Let your website do the heavy lifting when it comes to the details. Use the ad to ignite interest and get drivers to learn more.
- USE A POWERFUL IMAGE — I love, you love, we all love trucks. Drivers especially love trucks. But unless you have the latest-model trucks with all the bells and whistles, use a different image to grab attention. Choose one that conveys your real value proposition. That way, your ad won’t be lost in the clutter – and will likely generate better results.
- CHOOSE A MEANINGFUL TAGLINE — Simply saying you’re hiring drivers won’t differentiate you from other carriers. Capture your value proposition in your tagline. Make it the central focus of your ad. If what you offer is what drivers are looking for, you’ll have their attention and they’ll read on.
- ADVERTISE STRATEGICALLY — Location, location, location. Whether it’s a tradeshow, driver school, job fair, industry magazine, online, or truck stop, put your message where the drivers will see it. Solidify your brand and message in drivers’ minds by displaying your message in the right places, often. When drivers are looking, you’ll be top of mind.
The challenge of finding and hiring good drivers will continue. Amping up your recruiting messages with tips like these will make a difference.
- Catherine Luzena-Hall is a trucking industry marketing veteran with more than 20 years of award-winning marketing expertise with Fortune 500 and large Canadian companies. Find out more about her services at practicalmarketinggroup.ca.
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