The Big R&R: Recruiting and Retention

The Big R&R: Recruiting and Retention

In this episode, Kelly and Jackie take calls from a variety of drivers. Listen to what drivers with decades of experience have to say about educating the younger generation about the benefits of trucking, union vs. non-union jobs, and trucking in general. Plus, a driver recommended book that’s been on Jackie’s radar!

We are marketing company specific to the transportation industry priding ourselves on increase driver recruitment and overall retention. Passionate about designing marketing campaigns to partner our drivers and customers within the transportation industry.

To learn more about our marketing approach to truck driver recruitment and retention please contact us today!

Be sure to listen to Kelly and Jackie live on Road Dog Trucking Radio, Sirius Channel 146, on Wednesday mornings at 6:30 AM.

Communication: the Key to Retention [Podcast]

Kelly and Jackie take calls from drivers about communication and transparency within their past and current companies. These experiences range from the phenomenal to the painful- take a listen! We are marketing company specific to the transportation industry priding ourselves on increase driver recruitment and overall retention. Passionate about designing marketing campaigns to partner our …

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.

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!

 

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!

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

truck-driver-smart-phones

 

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.    

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

Communication

  • 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.