Why Branding is Important in the Trucking Industry

Branding is much more than a logo or color scheme. “It’s the perception that a consumer has when they hear or think of your company name, service or product.”

When it comes to recruiting and retention, company branding plays a strong role in attracting new drivers.

 

1. Create competitive edge against other trucking companies

The trucking and logistics industries do not automatically lend themselves to creative expression. Often, companies offer similar employment packages and job descriptions. How do they set themselves apart from their competitors? Online branding through social media is powerful, effective strategy to set your company apart from your competitors in the minds of drivers.

 

2. Appeal to millennials (they want more than just pay)

86% of adults between 18-49 are active Facebook users. Compare that to 67% of adults over the age of 50. With the average truck driver age at 49 years old, a clear majority of drivers are nearing retirement age. Trucking companies need to attract younger drivers and the statistics show that younger drivers are online. Strong branding through social media will set your company apart in the minds of younger drivers- giving you a competitive advantage in attracting younger drivers.

 

3. Create credibility with building a solid brand behind your name

Posting consistently on social media lets both potential drivers and current drivers connect with your company. Through the topics and content posted, you will start to build brand credibility. People don’t do business with companies. They do business with people. By starting a relationship with drivers before they are even looking for a new job, puts your company ahead of your competitors.

 

4. Determining your brand conversation/ set expectations

Don’t let unhappy ex-employees or competitors create that narrative for you. Protect your reputation by posting proactively and creating the story you want to tell.

 

What can you do to start branding today?

 

1. Provide valuable content that reflects your values

What topics are posted are an immediate reflection on the company. For example, articles on healthy eating and road safety demonstrates that the company cares about their drivers’ health. That expectation will snowball into a potential driver checking out the company’s employment offerings when they are looking.

 

2. Brand visual contentSocial Media Branding Example

A driver should see a post on their Newsfeed and immediately be able to identify who created the content. Content should be branded by a logo, color scheme, company slogan, or images containing company trucks.

 

3. Be consistent with posting schedule and topics

Followers like to know what to expect. Consistency in post topics and timing will create expectation. Knowing what to expect will minimize unfollows and create brand loyalty from your followers.

Interested in improving your online branding? Schedule a call with us today!

A Multi-Faceted Approach to Recruiting

Digital and social media marketing can be used effectively in many ways to recruit truck drivers. Recruiters can use Facebook and Google Advertising to reach both passive and active job searchers. Once campaigns have generated enough data, the recruiter retargets ads to reach unconverted leads. Alone, these strategies serve a unique purpose in converting new drivers but together they form a comprehensive recruiting strategy.

 

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 vast 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.

 

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. The advertiser bids on specific keywords to help trigger their ad for the desired keyword.

 

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 advertising relies on keywords submitted into the search query. Google ads target those who are actively searching while Facebook targets those who are passively interested.

 

Retargeting

Retargeting is the practice of serving ads based on prior engagement with either a website or previous ads. Site-based retargeting is the most frequently used method of retargeting. (Other forms include search retargeting, email retargeting, and CRM retargeting.) Site-based retargeting is the practice of serving display ads to people who visit your website after they leave. Retargeted display ads are an effective method to fully convert previously engaged leads.

Retargeting through Facebook Ads is also a highly successful strategy. Facebook Ads offers multiple methods to retarget potential drivers using Custom Audiences.

Using the Facebook Pixel, advertisers can retarget previous website visitors or those who only viewed certain pages. Custom Audiences can also be used to retarget people from within the Facebook advertising frame. To retarget possible leads, Custom Audiences are built off those who have opened a Lead Generation form but did not submit it.

 
Schedule a free consultation with KJ Media to learn how a full, comprehensive advertising strategy can increase your leads by 35% within 90 days! Click HERE to get in touch.

Retain More Drivers with a Simple, Monthly Email

A lack of connection and engagement can be a leading factor to driver’s seeking out other employment.  With drivers all over the road, it can be difficult for drivers to remain connected and engaged with their parent company. They’re busy while out on the road and don’t want to be bothered while at home with family and friends. A simple way for companies to remain connected with their drivers and retain more drivers is to send out a monthly email with specially curated content for their drivers. 

Below are 8 content ideas and suggestions to create a killer driver email:

  1. Introduce Your New Drivers!

Include a picture and short bio for all new hires.  This provides an opportunity to tell your current employees about the new driver and their relevant experience and skills. Current drivers can understand what the new driver brings to the company in addition to supplying credibility to the new driver.

  1. Feature a Driver

Help drivers feel more appreciated by highlighting one driver every month. Similar to introducing new drivers, featured drivers should include a picture, bio, and a short series of questions.  These questions can vary from their professional background (such as number of years driving) to more light-hearted questions such as dream vacation spot or their hometown.

  1. Company Bulletins

Keep your drivers up-to-date with a list of company updates over the past month.  Updates can include # of miles driven the prior month, new contracts, personnel changes, any important company changes, birthdays, and work anniversaries.  When drivers and employees feel more involved with the company, they will be more likely to stay longer.

  1. Photos by Drivers

Help create a driver community by encouraging drivers to send in their photos from on the road! Feature 5-6 photos a month and include the driver’s name and where the photo was taken.  Drivers can see where else other drivers have been and will want to share their own photos. Set up an email address purely for drivers to email photos to for simplicity. 

  1. Encourage drivers to follow you on social media

Include a quick call-to-action encouraging your drivers to follow your company on social media.  More drivers following your company means higher engagement on your posts and increases your pool of potential drivers from the likelihood of current drivers sharing any job postings with their friends.

  1. Ask drivers for their input

Adding a suggestion box or poll to the email will help to ensure that the monthly email will include content that your driver’s want to see. Asking their opinions will also make the drivers feel valued and add to their retention.

 

Interested in retaining your drivers? Contact KJ Media HERE for a free ½ hr consultation!

4 Myths About Social Media in the Transportation Industry

1. It’s not possible to recruit truck drivers using social media

As it turns out, social media can be implemented as a key tool for recruiting drivers.  Through Call-to-Action posts and social media advertising, companies can generate driver leads for a variety of driver openings including jobs that requiring extra endorsements such as Hazmat or TWIC. 

 

2. You need to post 24/7 to be successful

Due to the rapid nature of social media, it’s easy to see why the 24/7 myth has taken a foothold.  Most business don’t have the resources to monitor social media 24/7.  Test several of your regular posts during different times of day- identify which 2-3 times of the day create the most engagement with your audience and concentrate on those times.  Remember, every audience and every platform can have their own timing for the best engagement, test for every new social media endeavor and retest regularly.

 

3. Social Media is about Your Business- Not Your Drivers

Some may think that social media posts should be all about your latest product, offering or sale when in fact, the opposite is true. If your social media accounts only plug your business, then drivers and potential customers will become bored and unfollow you.  However, if you include a mix of relatable/ engaging posts about trucking and educational posts, such as safety or health tips, then followers will not only keep you on their newsfeed but also Like and Share your content with their friends. A good starting point for content is usually 40% Engagement/ 30% Educational/ 30% CTAs.

 

4. Truck drivers aren’t on social media

Research shows that “82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49, 64% of those ages 50 to 64 and 48% of those 65 and older” (1).  In the trucking industry alone, 95% of today’s drivers have smart phones and 65% of drivers use their smart phones to apply to new jobs. No matter the age range of your drivers, chances are they’re online. 

 

Are you looking to expand or begin your social media presence? GET IN TOUCH with KJ Media and see how your social media can generate new drivers!

 

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.

 

 

 

Google Ads vs. Facebook Ads

google-vs-facebook-which-should-you-use

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.

 

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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.

 

SocialMediaBrandVoice

 

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

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

Driver Recruiting and Social Media

Driver Recruiting is top of mind to all recruiters. Using online marketing to create inbound leads is crucial. There are many benefits to online marketing. Especially for transportation companies in their recruiting efforts to recruit and retain qualified drivers. Social tools have the ability to help automate processes which can affect your department labor, cost per hire and traditional media spending. Below are a list of benefits that can be brought to your company when combining driver recruiting and social media.

Costing Savings: Reduces the cost of traditional media and the cost of agencies.

Access: Gain competitive information for future business needs and have the ability to source critical/scarce skill sets. This allows you to be proactive building relationships that are responsive to your business needs and also giving you access to quality candidates.

Quality & Fit: Improves the quality of hire and not only improves your retention process, but also increases your retention rate.

Competitive Advantage: Allows for companies to participate in common industry practices, keeping up with the pace and setting you apart from competition.

Efficiency: Improves the flexibility and adaptability of your recruitment process. Giving companies the ability to reduce time to hire and improve the ability to measure performance.

Sustainability– Gives the ability to provide candidates for critical projects and owning the channel to marketing.

Social media is about transparency, relationships and community. There are a lot of social tools, but essentially the principles are all the same. Online marketing is essential in recruiting and retaining today’s driver. Every company should have an online marketing campaign if they want to attract the best candidates in the industry.

Building an efficient and effective marketing strategy for customers and drivers is crucial in today’s market. Social media and marketing is about building and sharing information within our industry. Whether your goal is to increase brand recognition, ignite your driver community, or increase website traffic through social sharing, we will customize a marketing strategy that’s right for you. We can assist in developing content that is alluring for both your drivers & customers based on your specific industry within transportation.

With one of the largest driver and operator followings in the nation, they rely on our team to deliver today’s most trusted transportation companies. We pride ourselves on building our customers brand and we treat our customers as if we were their direct employee.

Do you have a marketing company in Rolodex? If not give the KJ Team a call today 800.620.996 or contact us HERE .