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!

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.

 

 

 

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!

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 .

 

Why You Need a Recruiting Plan?

Think of your recruiting plan as a roadmap. Your recruiting plan outlines the actions you need to take to market your product or service to potential customers and drivers. These actions are what will persuade customers to purchase your product or service and drivers to work for your company.  Your “roadmap” is essential to being successful in today’s market and it’s what will keep you on the path to achieving your marketing goals.

The Objectives of a Marketing Plan Are:

  • Enables you to look internally to fully understand the impact and the results of past marketing decisions.
  •  Allows you to look externally at your targeted market (i.e CDL Drivers) and your competition.
  • Set clear and concise goals and provide direction for future marketing initiatives.

A Successful Marketing Plan Must Contain the Following:

  • Summary and Introduction: Quick overview of the main points of your plan. Synopsis of what you have done, what you plan to do and how you plan to get there.
  • Marketing Objectives: Your marketing objectives should be based on understanding your strengths and weaknesses and should be linked to your overall business strategy.
  • Situation Analysis: Also known as SWOT analysis. SWOT, a summary of your strengths, weaknesses, opportunities and threats.  
  • Target Market: Defining your target market is the most important aspect of marketing.  It allows you to decide where to commit resources and what kind of promotional method and message to use.
  • Strategies: The action steps that details how the marketing variables or product, price, place and promotion are used to attain the marketing plan’s objective and overall strategies
  • Tracking and Evaluation: Plans and procedures for tracking each type of marketing activity you use. You are able to monitor the effectiveness of each marketing activity and use towards your overall program evaluation.

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 800.620.9967 or contact us HERE .

 

How do you gain insights from truckers to best market and recruit them?

According to the 2014 Pew Research Center, 87% of adults in 2014 use the internet. Of that 87%, 71% of them use Facebook. What does this mean for your recruiting efforts? That means Facebook is crucial for not only educating and engaging drivers but also learning from them. Knowing how to properly engage with these drivers in an effective and meaningful way requires a solid understanding of them as an audience, what their social habits are and what they are looking for in a company.

How do you gain insights from truckers to best market and recruit them?

• Utilize social listening tools. Tools exist (both free and paid) to
better understand what is being said by the trucking community and about their challenges, what they’re doing on a daily basis and what they’re looking for and more. These social listening tools scan the public web (mostly consisting of social sites) and allows for an aggregated look at the conversations that are taking place online.

• Use your own brand page or partner with driver community Facebook pages such as Trucking Gets Social to strategically target and reach drivers.
o Use Facebook posts to ask specific questions that you’re looking to get the answer you can opt to publicly ask questions to your audience. You can get qualitative information by asking how drivers feel about a certain challenge, about what they want in a job and about what they need in a company.

o Dive deeper by utilizing survey tools to post a link to a survey you create on Facebook. By utilizing these tools and offering an incentive (like an opportunity to win a small but meaningful prize – i.e. $50 gift card), drivers will be willing to answer multiple questions around a variety of different topics. These tools offer aggregate information in easy ways to understand.
• If you have a Facebook page with drivers as fans, use Facebook Insights to understand a bit more about them and what they respond best to. With Facebook insights, you can find more about the demographics of your audience – where they live, their age, gender and more and understand which content they enjoy the most. By understanding a bit more about who they are, you can better speak to them on social and understand how to better recruit them.

Hundreds of major brands are turning to social media channels for insight over traditional research channels. By utilizing social media, you cut down the costs around research and insight and are able to reach your target market and understand them in much quicker and more affordable ways. Let us help you get there. Contact us and let us let social media work for you.

Contact us HERE to increase your driver leads.

 

The Importance of a Driver Recruiting Budget

The Importance of a Driver Recruiting Budget

The Importance of a Driver Recruiting Budget

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 Turnover- Companies 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 turnover- First, 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)
Advertising- For most 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.