Are You Hiring Candidates or Retaining Talent?

There are a million different approaches to driver recruiting, but they all boil down to a straightforward question. Are you hiring candidates or retaining talent? The statement may seem contradictory, but these are vastly different approaches to the hiring process that impact everything from marketing to operations.

The truth is that any marketing company worth its salt can help you find and hire candidates. There are always drivers on the move, looking for greener pastures, but are those drivers the right fit for your fleet? Will they make it past their 90-day mark? Chances are, the answer to both questions is a resounding NO.

Framing your marketing and recruiting strategy around building a talent pool and retaining those drivers is much more complex than simply creating a revolving door of drivers that hinder fleet growth.

There is no way around it. Top drivers rarely move from one carrier to the next on a whim; it takes a real catalyst to draw their attention and generate interest. This means that the marketing messages that they have seen a thousand times over simply will not work anymore.

So how can you focus on talent rather than candidates? Here are three tips that any fleet can quickly implement as they get started in 2022.

Tell YOUR Story

Too many marketing companies try to put every fleet into the same box and take a wash, rinse, repeat approach to generating a marketing message. Opt for the unique. After all, your fleet is not like your competition. Yes, you may be vying for the same drivers, haul similar freight, but your stories are likely very different. 

Keep in mind that people prefer doing business with people they can connect with. Are you a military veteran? That should be reflected in your marketing. Are you a woman-owned fleet? You have a very different perspective than 90% of your competitors; leverage that difference. Don’t shy away from what makes your fleet unique. It can be a great way to attract talent.

Leverage Social Media

Drivers are creatures of habit, and just like most people, they jump on social media when they have downtime. The overwhelming majority of fleets have only scratched the surface of social media, if they have scratched it at all. The truth is that these platforms offer a place to meet drivers and spark conversations.

Will they immediately lead to a hire? Maybe, maybe not. But a one-call close is rare when you talk to an ideal candidate who can pick and choose where they want to work. Use those conversations to build the relationship and earn the driver’s trust rather than cramming your offering down their throat. That approach might work for a candidate, but it will send the real talent running for the hills.

Get Creative With Videos

Do you have a great culture, top-notch equipment, an experienced team of dispatchers, etc.? Highlight that through video! Not only does video perform better on social media channels, but it also provides drivers a window into your fleet. Take the opportunity to show off what makes driving for your fleet unique and plant a seed for future conversations.

The best part is that any fleet can do this with ANY smartphone. You no longer need to have an over-the-top production and huge budget to capture great video that will resonate with your drivers and prospects. Schedule time each month with your Safety Director and a few drivers and share the content consistently.

Changing Your Focus

Whether you are just getting started or have been marketing to drivers for the past 30 years, regularly infusing new technology and processes into your marketing strategy is necessary. The competition for great drivers is stiff, and unless you can stand out in the crowd, you will likely miss out on top talent.

At KJ Media, we take a very different approach to marketing to drivers. Regardless of the size of your fleet, we want to know your story. We understand that every fleet is different, and that understanding allows us to help fleets of all shapes and sizes. If you would like to learn more about our services, connect with our team or visit our website.