The best fleets don’t just recruit drivers. They deliver on what matters most.
In the world of truck driver recruitment, there is no shortage of challenges. Fleets are under constant pressure to hire qualified CDL drivers, keep turnover low, and manage rising recruiting costs. But according to Brad Hackett, Director of Recruiting at Jett Express, the fleets that succeed are the ones that focus on building trust and creating a driver-first culture.
In a recent episode of Attention Retention, hosted by Jackie McManus, CEO of KJ Media, Brad shared how Jett Express approaches driver recruiting differently. From defining the right driver persona to staying transparent with expectations, Brad outlined what he calls the “Big Four” drivers really want and why those fundamentals matter more than bonuses or gimmicks.
Define the Driver Persona
Most fleets launch ads without knowing exactly who they are hiring. Jett Express takes the opposite approach. Brad’s team builds a driver persona for every role, including years of experience, home time preferences, equipment expectations, and communication style.
Recruiters avoid wasting time on poor fits, while qualified drivers self-select into the process. Messaging resonates because it reflects what drivers are actually looking for.
“You may get fewer leads, but they are higher quality, and you can convert them at a much more consistent rate.” – Brad Hackett
Move Fast on Every Lead
In truck driver recruiting, speed is the difference between securing a great driver or losing them to a competitor. Brad stresses that drivers apply on nights, weekends, and in between loads. That is why Jett Express responds quickly, even outside business hours.
Fast follow-up shows respect for drivers’ time, improves show-up rates, and keeps Jett Express ahead of carriers who wait until Monday morning.
“Drivers have the best BS detector. If you are not responsive and prepared, they will move on.” – Brad Hackett
Set Expectations Early
With drivers applying to multiple carriers at once, inboxes quickly become overwhelming. Jett slows the process just enough to set clear expectations. Recruiters assign small deliverables, like providing CDL or med card copies, while promising specific next steps.
Mutual accountability builds trust. Drivers who follow through show intent, and recruiters prove reliability by delivering exactly when they said they would.
“Be clear. Be kind. Give them the steps, and deliver on what you promise.” – Brad Hackett
The Big Four: Retention Is Everyone’s Job
Brad’s “Big Four” is simple but powerful:
- Fair Pay
- Good Equipment
- Home Time
- Respect
Jett Express makes every decision against this checklist, from dispatch to safety to the shop. It is not just HR’s responsibility. The entire company is accountable for making drivers feel valued and supported.
Pay and home time get drivers in the door, while respect and culture keep them there.
“You could build your whole culture on those four and be successful.” – Brad Hackett
Partnership That Powers Performance
Brad is quick to point out that Jett Express does not approach recruiting in isolation. By partnering with KJ Media, Jett has been able to define the right driver personas, target candidates more effectively, and measure results with confidence.
“That is what we can say in a partner with KJ Media today here at Jett — we know who we are looking for, and we can focus on quality over quantity.” – Brad Hackett
This collaboration allows Jett to stay ahead of market trends while keeping focus on what matters most: drivers.
Quick Tips You Can Apply This Week
- Write your driver persona before launching ads
- Respond to leads quickly, even on nights and weekends
- Use small deliverables to build mutual accountability
- Measure every role against the Big Four: pay, equipment, home time, respect
- Recognize drivers consistently with both formal programs and personal touches
The message from Brad Hackett and Jett Express is clear: recruiting is not about filling seats fast, it is about building long-term relationships with drivers. When fleets deliver on the Big Four and back it up with speed, clarity, and recognition, they do more than lower cost-per-hire. They build a culture that drivers want to stay with for years.
KJ Media is the recruitment advertising agency trusted by fleets nationwide.
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