A Multi-Faceted Approach to Recruiting

Digital and social media marketing can be used effectively in many ways for recruiting 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, recruiting truck drivers through 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 or interests, geographic location, and other identifiable factors making Facebook Ads perfect for recruiting truck drivers.

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 truck drivers now have a smartphone, 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, which is ideal for recruiting truck drivers.

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 is the practice of serving ads based on previous engagement with either a website or advertisements. Site-based retargeting is the most frequently used method of retargeting, while other forms include search retargeting, email retargeting, and CRM retargeting.

Site-based retargeting is the practice of serving display ads to people after visiting your website. Retargeted display ads are an effective method to convert previously engaged leads fully.

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 individual 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 without submitting 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!

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