Why Consistency is Key for Social Media Success

Social Media has grown in the trucking and transportation industry as the number of smartphones amongst drivers has increased and trucking and transportation companies have grown their online presence. One of the more difficult parts about Social Media marketing is posting relevant and engaging content regularly and consistently, yet it is one of the most important aspects. A poorly run social media page is like a store with no hours posted- customers are less likely to patron that business since they don’t know when it will be open and as a result, they take their business somewhere else more reliable.

A consistent social media presence will keep your company relevant, boost your brand authority within the industry, and create trust with followers by setting and meeting posting expectations.

  1. Stay Relevant

Brand relevancy can be defined as the ability to empathize with your target audience.  You can speak their language, understand their needs and desires and, most importantly, understand their problems and present a solution.  Possessing these abilities results in a brand that holds value and meaning for your ideal target market.

Continuously sourcing and creating new social media content that fulfills the abilities listed above, leads to brand relevancy. By staying on top of industry news and trends, drivers and potential customers alike will be more likely to follow your profiles and like/ share your content, meaning more potential business and driver applications.


  1. Boost Brand Authority

Companies aim to be the first solution that pops into mind when a potential customer from their target market has a problem or when a driver is looking for a new opportunity.  Staying on the minds of your target market means being where they are and that’s most likely on social media. By posting relevant content consistently, social media platforms such as Facebook will display your content more often on your followers’ Newsfeeds.  The more facetime your potential customers and drivers have with your content, the more likely they’ll think of your company when they have an issue or are looking for employment.


  1. Create Trust

Like good customer service, consistent posting schedules set expectations for your followers and once set, your company must continue to meet them.  If you post regularly to Facebook daily for several months, then your followers will come to expect that same schedule. If, suddenly, you start posting once every couple of weeks, your followers’ trust will decline which could result in an adverse effect on potential new business or attracting less drivers. Similarly, if your posting schedule is sporadic from the start, potential customers and drivers may view your social media profile, but then fail to even Follow your page due to having only old or irrelevant posts.


If you’re interested in your company benefit from a consistent social media presence, contact KJ Media HERE.

Marketing to the Mobile Trucker

Marketing to the Mobile Trucker

With the rise of smartphone popularity and cellphone providers increasing their networks, 95% of truck drivers now have smart phones and 65% of drivers use their phones to search for new job opportunities. The rise of smartphones allows drivers to access job postings almost anytime, anywhere. Thus, recruiting efforts are changing from traditional methods such as Craiglist and online job forums to places like social media and email.

A drastic change from desktop computers, smartphone job seekers can view potential jobs when out on the road as well as at home.  This offers trucking and transportation companies increased opportunities to reach these drivers with job info and application.  But how do you reach these drivers through their smartphone?

Thanks to the rise of smartphone usage, new types of marketing have also increased in popularity.  These types include:

  • Social Media Management
  • Facebook Targeted Advertising
  • Email Marketing
  • Customized Driver Landing Pages


Social Media Management:

It’s a common practice to have a company Facebook page, but are you utilizing it to recruit and retain your drivers? Posting engaging content attracts potential drivers and posting driver appreciation content can help to retain your current drivers. Planning a monthly social media calendar is any easy way to organize your accounts and determine your strategy.

Another opportunity available for recruiting is social media advertising.  Facebook has fine-tuned their advertising to look like native content, meaning that ads blend into the Newsfeed so it doesn’t disrupt the user experience. 

Here at KJ Media, we have found Facebook advertising to be especially impactful when bringing in numbers of qualified applicants due to the viewer targeting capabilities.  Facebook Targeting Advertising means that advertisers can directly target their intended audience by geographic location, job titles, and interests.  Trucking and transportation companies can easily focus on potential driver leads in their ideal area.

Email Marketing:

Due to email now being available anytime, anywhere, email marketing is particularly effective in introducing your job info to large amounts of drivers.  From the email itself, it’s simple to link to either a landing page or the actual job applications.

Customized Landing Pages:

So you send out emails, post job openings on social media, and advertise to potential drivers- where does that send potential drivers? Customized Landing Pages are optimized to capture driver info for further follow up while presenting your company and brand.  Each landing page is tailored to your company’s specific hiring requirements so you only receive qualified leads- saving you valuable time following-up with unqualified leads.

Design & Optimize for Mobile

Since most web users are on either smartphones or tablets vs. desktop computers, make sure your website is optimized for mobile.  This means that your website can detect which device the viewer is using and adjust accordingly.  Mobile websites are optimized for the smaller screens and are often simpler than traditional desktop websites. 

When linking to either your website or a custom Landing Page designed to capture job leads info, after being directed to a company website or a custom Landing Page designed to capture job lead info from    drivers want to see a seamless, easy to use website or landing page. 


Interested in reaching more drivers and receiving more qualified applicants?  Get in touch with KJ Media HERE.




3 Must Have Marketing Tactics for 2017

2016 saw a huge increase in transportation companies embracing new marketing strategies, such as Content Marketing, to find and retain not only new business but also new drivers.  With the rise of digital marketing and users becoming constantly bombarded with messaging, marketing is becoming more personalized and focused to attract and retain both the perfect customer and the perfect driver.  The following 3 marketing tactics are 2017 game changers for creating successful, targeted marketing strategies:

  1. Social Media Advertising


Advertisements on social media platforms such as Facebook come in a variety of forms.  Often, they are designed to resemble native content, so it blends seamlessly into the newsfeed without disrupting the user experience.  The social media audience is passive audience rather than an active audience.  By advertising with a passive audience, companies increase their brand exposure and identity without the user actively searching for them.  You can read more about passive vs. active advertising HERE.


An advantage to social media advertising is the audience targeting options available.  Advertisers can create their ideal audience by choosing a combination of geographical locations and areas, user interests, demographics, etc.  No more budget wasted on viewers that will never engage with the ad.  Advertisers can also target current followers with an offer or specially curated content to further them along your sales funnel, retarget website traffic to continue brand exposure, or encourage brand new prospects to ‘Like’ your page.


  1. Video


Content Marketing covers a variety of activities including blogs, podcasts (listen to our podcast HERE), visuals such as infographics, and the newest start on the scene: videos.  Video is proving to be a powerful story telling channel.  Hubspot has found that videos posted through social media “generate 1,200% more shares than text and images combined”.  It’s hard to beat that kind of organic engagement and brand exposure.


The key to creating successful video content is like creating any other quality content- it must resonate with your intended audience and their goals.  KJ Media has created several driver recruitment videos for clients that allow potential drivers to gain a better sense of the company before applying as well as see some of the faces they will be working with/ for.


Expert tip: Using some of your current drivers in company videos will help with both recruitment of new drivers and retention of current drivers.


  1. Personalization


With an increasing number of resources now bring invested online, consumers are growing wary of mass marketing efforts.  Personalization marketing is a marketing strategy used to create and deliver individualized messaging and offerings, which increases statistics across the board.  For example, Experian found personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates.


Personalization marketing gives the prospect a sense of identity amongst the masses.  With an individualized approach, leads are more likely to convert and stay loyal to your brand leading to future business.  For example, use personalization in marketing and recruiting emails to increase your open and click rates.  Personalization can also be used in a broader sense- if your company is looking to hire drivers in multiple locations, create an email custom to each location rather than one mass email.


If you’re looking to increase your business or add drivers to your roster, contact KJ Media today HERE!

Google Ads vs. Facebook Ads


With 95% of today’s drivers now owning a smartphone and 65% using social media to find their next job, Digital Advertising offers an enormous advantage in finding and recruiting your target drivers.

There are two distinct platforms in which to reach these drivers: Social Media advertising and Google Advertising. Each platform is different in its’ advertiser-user relationship and both can be combined to form a diverse advertising strategy, but do you know how to utilize each one for the best results?


What is Facebook Advertising?

With 57% of drivers using social media to find their next job, advertising on Facebook offers an opportunity to reach a clear majority of drivers.  Just how big is Facebook? As the largest social media platform with over 1.7 billion active monthly users and a trillion page views a month, Facebook offers a potential reach of 44% of the internet.  Advertisements on Facebook appear in three places: the right side of the homepage, the homepage newsfeed, and on the mobile newsfeed.  These ads are triggered by factors including the audience’s online behaviors/ interests, geographic location, and other identifiable factors making Facebook Ads perfect for searching out the ideal driver.


Advantages of Facebook

1. Detailed Audiences options

Facebook’s targeting options allows advertisers to target incredibly specific audiences based on online interests and behaviors.  Create Custom Audiences that match your ideal driver- easily advertise to drivers within a specific radius or use your current driver email list to create a “Lookalike Audience” of drivers (Don’t have a driver email list? Learn more about KJ Media’s email database of over 250,000 drivers HERE).  Advertisers can also target current followers and use messaging to encourage sharing the job posting with the truck driver in their life.


2. Highly visual Ads

Facebook ads are designed to blend into the user’s newsfeed and resemble native content. Facebook ads feature a picture which is more visually appealing to viewers and encourage engagement versus the traditional text ad offered by Google’s platform. Ads that use photos resonating with drivers typically outperform ads that rely on simple text.


What are Google Ads?

Google Ads is a search network including Google’s search engine and affiliate advertising network with over 3.5 billion daily searches, 180 billion searches a month and a potential reach of 90% of internet users. Over 95% of truckers now have a smart phone, meaning the internet and Google are right in their pockets.  Advertisements on Google Ads appear in the first three spots on the search results page and are triggered by keywords inputted into the search bar.  The advertiser bids on specific keywords to help trigger their ad for the desired keyword.


Advantages of Google Ads

1. Largest available audience online

With a potential reach of over 90% of the internet, Google Ads offers the largest online reach of any digital advertising platform. Google’s search network boasts over 40,000 search queries per second.  With those kinds of numbers and strategically picked keywords, get your job posting out in front of a number of truckers.

2. Quality and Relevance of ad

Google’s algorithm determines ad appearance by the quality and relevancy of the ad text.  The more relevant the words are to the matching keyword, the more favorable Google AdSense will view the ad. 


What’s the Difference: Passive vs. Active

The biggest difference between the two advertising networks is how the ads are triggered.  On Facebook, advertisements are triggered by the user’s online behaviors and interests while Google Ads are triggered by the keywords searched. 

Google advertising relies on the user actively searching for exactly one of the keywords you have bided on while advertising on social media, like Facebook, allows your company to passively appear in front of potential customers, constantly increasing brand awareness.

For example, a nation-wide transportation company is looking to hire line haulers for their Atlanta-Nashville route.  They use Facebook advertising to target users that live within an ideal 75 miles of Atlanta and have “Truck Driving” listed in their previous jobs- this strategy ensures that only local drivers with relevant experience see the ad and are more likely to respond- decreasing their Cost-per-Conversion and increasing their overall number of driver applicants.  They use Google Ads to target drivers searching for “Truck driving jobs Atlanta, GA” or “Atlanta, GA truck driving”. 

With these differences, Facebook advertising directs potential drivers to the advertiser while Google Ads helps the advertiser find potential drivers. 


Interested in utilizing Digital Advertising to find new drivers for your company?  KJ Media can help you find your ideal driver- Contact us HERE.



5 Tips to Build Your Brand with Social Media

Have you ever unfollowed a business, organization, or even a friend on Social Media?  Most likely, you have and most likely, it was due to irrelevant or annoying content, an inauthentic voice, or inconsistent brand.  Creating a brand for your business can be difficult, but is well worth the effort.  Below we discuss 5 ways to help build your social media brand.

  1. Be consistent across your social media platforms

Post consistently on all your social media platforms.  Your followers like to know what to expect when.  Don’t feel that you must sign up for every social media platform out there- determine where your audience is located and use those platforms.  For example, if your audience is Males (35-50), your audience is more likely to be on Facebook rather than Instagram or Snapchat.  Pick 2-3 platforms and create a monthly social media content calendar to plan your content ahead of time. This will save you lots of time and frustration later trying to post every day.

  1. Use the 30/30/30 rule

While you want to use social media to promote your business, your followers don’t want a giant advertisement popping up on their newsfeed constantly.  The 30/30/30 rule is 30% of your posts should be entertaining, 30% should provide value to your followers, and 30% should be promotional.  Of course, this isn’t a hard and fast rule, test out different balances to find what resonates for your audience.  You may end up with 20/30/50 but 30/30/30 is a great place to start.


  1. Use Influencers

Social Media is all about networking!  Much like how Nike uses athlete endorsements to promote their products, you can do the same for your industry.  Do some research and see who your target audience is following on social media- it may be an individual providing quality content or an organization that is involved in your industry.  Start developing an online relationship with the influencer by actively engaging with their content- after some time you can reach out and see if there is a mutually beneficial campaign that gets your service or product in front of your audience via the influencer.


  1. Build your audience organically- don’t buy lists

While it may be tempting to buy a list of followers from a service, often times you end of wasting money on a dud list.  Very often, these lists are full of fake profiles or consist of people that ultimately have no interest in what your business has to offer leaving you with lots of followers but low-to-no engagement.  Would you rather have 1,000 followers and 1% engagement or 300 followers and 10% engagement?  True fans of your page are better ambassadors for your brand by engaging with your posts by sharing, liking, and commenting.


  1. Develop your voice

In a perfect world, we would know our brand’s voice right from the beginning.  A strong voice for your brand and business takes years to develop- fret not! The most important step is to get started.  In the chart below, you can see four distinct areas of what makes up a brand’s social media voice.  Determine what mix of the options below would resonate best with your target audience and reflect those choices in your posts, content, and ads.




Want to increase your brand awareness and attract more drivers? Contact KJ Media today!

Why Social Media is the New Craigslist

Why Social Media is the New Craigslist

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.

Want to learn more about how social media advertisement can generate more leads for you and fast? Contact Us for a free ½ hour consultation!

How To: Increase Driver Retention through Social Media



Employee loyalty = employee retention.  What better way to keep your employees engaged than through social media?  Unlike most jobs situated in offices, truckers lack the day to day employee/employer interaction that oftentimes keeps an employee engaged and loyal to his or her company.  While some employees may be hesitant to interact with their employers on social media, laying out ground rules beforehand can help alleviate those concerns.

 Consider the following:

  • Employee-Only Page/Group: You may already have an account for your business that is focused on marketing to customers but consider creating a page or a group geared to employees only.  This page can be used to communicate with them and allowing the communication to be streamlined on channels that aren’t used for marketing.  Promote this page on employee assets, so you can build the following – consider an incentive to joining (i.e. chance to win a $25 gift card).  Give them a reason to join.
  • Employee Spotlight: Consider dedicating one day a week to highlighting an employee on social media. Have a set of questions (you can keep it simple – less is more) to ask the employees.  Make it fun and learn a little bit about them.  Include their picture with their answers and post for clients and employees alike to see.  This will enable your employees and others to see how much you value them and look to learning more about them as individuals.
  • Listen to Employees: It’s likely that employees will use social media to air their appreciation and frustration.  Make sure you’re taking a look at your pages and listening.  Beyond that, make sure you’re reaching out with a response.  By listening and considering the proactive measure of asking questions to employees on social media, it can ultimately save you money by showing you which plans and programs your employees value or don’t appreciate.
  • Reinforce the Rewards: Use social media to communicate the rewards of working for your organization without beating yourself on the chest.  Use it to incentivize and motivate employees.  Perhaps there’s an employee-only contest every two weeks, or a mention of key achievements made by the organization or individual employees.  Use it to cheer employees on and rewards them.

There are many ways to keep employees engaged through social media; the above examples are just a few.  Keeping employees engaged and happy is the key to keeping them onboard.  Less turnover means keeping more of your dollars and vested time.  Contact us today to learn more about retaining your truckers and growing your business.    

Driver Lead Generator System Case Study

Company A:

11 Locations throughout the Country

Type of Driver: CDL A, Pier Drivers, LTL, OTR and Owner Operators.

Totaling over 558 drivers

The company was advertising using traditional methods such as billboard, radio, newspaper and some craigslist. Before partnering with KJ Media the average number of drivers hired was 17 per month.

By implementing social media, pay per click & retargeting campaign, and a driver recruiting lead page, the company tripled their monthly hires. Currently the company is averaging 52 new hires per month. See below for a month by month breakdown showing the number of drivers hired before the digital media campaign was implemented and the results after.


The Millennial Workforce

The Millennial Workforce

Recruiting and retaining drivers continues to be a challenge within the industry as the driver shortage continues to grow. One way we can help to eliminate this problem is to put some focus on recruiting the Millennials.

Millennials represents more than 1 out of 3 American workers today. That number increases as the youngest members graduate or leave school. Millennials will surpass 46% of all U.S. workers by 2020 and is projected to surpass generation X to become the largest share of the American workforce: 53.5 Million people.

Millennials make up about 40% of the unemployed in the U.S. and student loan debt is estimated to be 56% higher than that of a graduate a decade ago.

What drives their career decisions?

  • To feel appreciated for their contributions
  • To produce great work
  • To follow rules that make sense and have a purpose
  • To do work that isn’t mind-numbing
  • To find the job interesting
  • To have diversity in their daily work

Based on what drives the millennial career decisions, we need get in front of this group and educate them on the benefits of being a truck driver and illustrate how their job as a trucker can help fulfill their carrier goals.

A career as a truck driver can offer Millennials a good, secure paying job while working independently. The job is hands on and gives them the freedom of the open road. Most millennials do not like the idea of wearing a shirt and tie every day to work and are looking to avoid office politics. Trucking is in high demand and is stable industry. Truckers move America and without them our economy would stop. We need to relay that message to this generation.

As a truck driver, millennials are able to see different faces and places every day and have the ability to work in many different industries. A CDL driver with a clean driving record is invaluable giving the millennials a goal to strive for. Truck drivers are also able to obtain endorsements that keep the millennials engaged and allows them to expand their knowledge.

Here are some tips to attract Millennials


  • Encourage timely, constructive communication
  • Be honest about what the job entails
  • Give feedback
    • How they’re doing
    • What to improve
  • Do more than just a single yearly performance

Give Recognition

  • Tell them when they’ve done great work
  • Be personal and sincere
  • Create a meaningful recognition experience

Have vision and execute

  • Inspire Millennials with strong leadership
  • Explain their individual contributions toward achieving the company’s mission

Actively Manage

  • Keep them excited about day-to-day work
  • Offer development opportunities, such as:
    • Mentorships that can help them achieve personal and professional growth
  • Tell them how their jobs fit into the bigger picture
  • Highlight the value of their roles

Keep Technology Updated

  • 41% of Millennials prefer to communicate electronically at work instead of communicating:
    • Face to face
    • Over the phone
  • They routinely use their own technology at work
  • 75% believe access to technology makes them more effective at work
  • Many Millennials feel held back by rigid or outdated working styles


Please feel free to contact us today at 800-620-9967 or Contact Us to discuss how we can increase your driver applications as well as your retention.

What’s Your Driver Recruiting Plan?

What’s Your Driver Recruiting Plan?

Key Facts

There are as many as 200,000 job openings nationwide for long haul truckers, according to David Heller, director of safety and policy for the Truckload Carriers Association”

The U.S. Bureau of Labor Statistics also sees the demand for truckers increasing, up from the 1.5 million drivers on the road now. It expects trucking to add 330,100 jobs between 2010 and 2020 an increase of 20%. “

That’s why more than ever, it is essential to have a driver recruiting plan in place. Before you can implement a plan you must establish what your budget is.

Here are some key factors to look at when determining your driver recruiting budget.

Driver TurnoverCompanies must look internally and define what exactly driver turnover means in their organization. Who is responsible for monitoring, tracking, and reporting turnover? Companies must define their goals for turnover and what their growth plans for their fleet are for the upcoming year. The recruiting department must hire enough drivers to meet the company’s growth plan in addition to enough drivers to keep up with their turnover.

How to figure your annual driver turnoverFirst, add the total number of drivers on the fleet on January 1 to the total number of drivers on the fleet on December 31. Divide that number by two and you will have the annual turnover for the year. Second, take the total number of driver terminations for the year and divide it by the average number of drivers on the fleet for the year. Multiply that number by 100 and you will have the annual turnover for the year.

Truck Count– Companies must determine how many trucks are on their fleet and how many are available to be assigned to drivers. They must also take into account any trucks that are out of services and what their growth or downsizing plans are for the year. This will tell you how many drivers the company must plan to hire in addition to the turnover replacement drivers.

Cost Per Hire- Companies must look at their previous years recruiting efforts and determine how much was spent to hire drivers. Determine what costs were directly related to driver hiring and what costs are charged to the recruiting department.

All cost involved in bringing on drivers should be included. Such as; advertising, physicals, drug screens, MVR”s and background checking, orientation expenses (travel, lodging, meals and materials) and any miscellaneous expenses directly related to the recruiting process (truck shows, promotional items, paperwork, office supplies, etc)

Adverting- For must companies, advertising will be the biggest portion of their recruitment budget. To attract the best drivers, drivers need to know who you are and how to reach you. Most importantly, they need to know why your company is better to work for than your competitors.

To know how effective your recruitment advertising efforts are, it is imperative to track. Here a few thing things you should track when analyzing your advertising source(s);

  • How many phone calls, emails, texts, etc. were received?
  • How many complete applications were obtained?
  • How many drivers arrived at orientation?
  • What was the actual number of drivers hired due to the advertising source?

Companies should track and monitor this weekly. The lower the advertising cost per hire, the more effective that source. Companies must also take into consideration volume. An advertising source that has a low cost per hire but is only bringing in one or two drivers a month needs a second look to determine if more money should be spent on that source and if so, will it bring more results.

If you want to develop an effective driver recruiting plan or want to update your current plan, contact KJ Media HERE