In 1999, a small website was started in San Francisco that featured free classified ads and is now a household name- Craigslist. From furniture, to jobs, to personal ads, Craigslist boasts an enormous 50 billion page views a month. But with the rise of social media and the shortage of drivers in the transportation industry, is it still a productive method for finding and hiring truck drivers?
Check out these 3 big reasons why more trucking companies are finding more, and better, drivers through social media advertising.
1. Passive vs. Active Job Hunters
You no longer have to rely solely on drivers stumbling upon your job ads. One of the biggest pitfalls of Craigslist, is it only attracts viewers who are actively searching for employment. While you may be thinking, “That’s perfect, I only want to spend the time and money on people who are looking for jobs!”. However, with the trucking industry being in a driver shortage, quality drivers rarely lack for a job. Therefore, they typically are not searching on job boards or on Craigslist and when they are, they are snapped up quickly. Social Media posts and ads allow your company to get out in front of drivers even when they are passively searching and increases your brand recognition so the driver already has your company in mind when they do start to consider new employment.
Add-in the sharing aspect of social media, and your ad reach can be even farther. You can configure your ad settings to not only reach your target market of drivers, but also people like them, such as friends and family who can see the ad and pass it along to the driver is their lives.
2. Rising Cost-per-Conversion
With social media, your company can reach a number of people through either organic growth, “boosting” your posts (read boosting here), or advertising. Craigslist on the other hand is location focused. If your company has multiple locations, is nationwide, or your direct area covers several Craigslist cities, you’re required to post, and pay, manually to every location needed. Multiple emails and confirmations later, your job ad is finally posted. With social media platforms like Facebook, their ad network is much more sophisticated and allows you to easily reach exactly who you want to reach, no matter the location.
Your job advertisements’ Cost-per-Conversion not only rises with Craigslist, time consuming posting process, but also because of the follow-up work. You have probably received emails from job prospects that are poorly written and contain little to no detail, leaving you more work to flush out whether this person fits all your hiring criteria and if they’re a quality hire. Social Media allows you to automatically send potential prospects to a specifically designed landing page to flush out poor quality candidates and send forward only those that would be a fit for your company- decreasing your Cost-per-Conversion.
3. Connect with High-Caliber Drivers
Social media is a way to connect directly with high-caliber drivers. From both the job searcher and hiring company’s point of view, Craigslist can be difficult to put your best foot forward and communicate your best points. For companies looking for truck drivers, you need to write a strong, attractive job advertisement to draw quality drivers which can be a time-consuming process. For drivers looking, they often see a vague ad with a few sentences and an anonymous email as a contact or phone number. Neither situation inspires nor encourages either party’s enthusiasm in the hiring process.
With social media, transparency and authenticity are easily deliverable with your company’s page and info readily available. Drivers can easily find out more about your company- its history, goals, and culture. We’ve talked before about how aligning expectations in the hiring process, in our podcast HERE, can not only help the recruitment of drivers but also their retention. A Social Media ad alone can convey a lot of your company’s brand simply with relevant images and colors. With this increase in transparency and authenticity, your company is more likely to receive applications from qualified and more drivers than using Craigslist.