It may seem like driver recruiters have everything against them these days between a driver shortage, competing markets, burnout, and more. It’s simply not enough to stick to traditional recruitment methods. Creating strategic social media content as a recruiter is a great way to help differentiate your fleet from the competition. When used correctly, it can be a great tool for engaging prospective drivers and showcasing your fleet in the best light. Below are four key areas recruiters should focus if you’re just beginning your social content journey.  

1. Get creative with your content. 

If all of your content is job posting after job posting, the drivers who follow you will start to tune you out. Instead, try featuring real success stories, testimonials, and educational content to break through the noise. Posting this type of content can give prospective drivers an authentic look at how your company treats its fleet. Additionally, they’ll be more receptive to any recruitment efforts once they’ve tuned into your ‘non-recruiting’ content. 

2. Strategize content based on your driver personas. 

Everyone has their personal preference when it comes to the content they like to consume. Truck drivers are no different. A great way to make your content more engaging is to build out driver personas. Defining driver personas can help you understand who you are talking to and what they’re interested in. This will help you to create content of real value for the driver you’re trying to connect with. For example, if you are trying to engage female drivers, you may want to feature content about safety and the care your fleet takes to keep equipment up-to-date. 

3. Choose the right platform. 

If you’re looking to connect with truck drivers, LinkedIn is not the platform for you. Instead, opt for a platform like Facebook or even TikTok. Recently, trucker influencers are taking the TikTok app by storm — providing a behind-the-scenes look at the life of a truck driver, revealing everything from gas prices, life on the road, safety tips, and more. Recruiters can create the same type of valuable content with a behind-the-scenes look at the company culture. TikTok is more about being authentic versus perfect. All you need is a smartphone to get started! Need some inspiration? Start here: New driver FAQs, company culture (Meet the Driver of the Month!), life on the road, best rest stops, and more. 

4. Be consistent. 

The more people who tune into your content, the larger your prospective driver pool gets. That’s why you have to be consistent about posting. To stay on top of the content and keep it interesting, you can brainstorm based on seasonality or current events. For example, when trying to think of content for summertime, you could post about the seven most refreshing road trip snacks. This content will naturally get drivers engaged and tuned into your content, where they would otherwise keep scrolling. 

When it comes to getting the very best drivers in your fleet, standing out is half the battle. Having your recruiters take charge of creating relevant, relatable, and strategic content will help you tap into the network of quality drivers you’re looking for. Don’t know where to start? KJ Media has 15+ years of trucking industry experience, and we’re excited to share our expertise with your team. Reach out today.