At times driver recruiting and marketing can seem like you are going through the motions. If your fleet gets caught in a cycle of wash, rinse, and repeat, it can be hard to get noticed by top-flight drivers. Even as driver recruiting has become increasingly complex over the last few years, progressive fleets are pushing the pedal to the metal and seeing results.

The challenge that many carriers face centers on the resources that are needed to develop fresh content. It can be much more simple to reuse outdated content time and time again, even if results are falling short.

Whether you don’t know where to start or where it all went wrong, there is no need to push it to your wit’s end. The KJ Media team has worked with countless fleets of all shapes and sizes and can help you create a well-rounded marketing strategy.

 

Understanding Your Value Proposition

When was the last time that you approached things from the driver’s perspective? It doesn’t matter what platform you are on or how far into the catacombs you inspect; you will inevitably run into a sea of the same types of posts or content, regardless of the carrier.

At this point, you might be thinking, “well, we are different.” Chances are you are not, and it has nothing to do with your company. For years marketing agencies have treated every fleet precisely the same, so you will see the same messaging from a 50 truck fleet that you would from a fleet in the Transport Topics Top 100.

Do you still think this is an over-exaggeration? How many fleets do you know that use the tag line “here you are more than a number?” There is even a good chance that your fleet has used this tagline in the past.

The flaw in this marketing approach is that it does not highlight the difference between you and the next fleet on the list. Drivers have heard just about every line in the book and can see the fog that these overused catchphrases create. So what can you do to change?

Lean Into What Makes Your Fleet Unique

Start by looking at what truly makes your fleet unique. If you have one thing that makes you stand out from your biggest competitors, you have found your value proposition. For some, it could be a single point that has driven the majority of your hires in the past year. Others might see a combination of two or three selling points that help move the dial. Once you have uncovered the things that make you unique, it is time to step on the gas.

Hammer Home Your Biggest Selling Points

Recruiting can be difficult, especially when you are not the most competitive in a specific category, such as pay, benefits, or otherwise. Leading with these bullet points in your marketing strategy will cause drivers to gloss over other perks that might be a bigger pain point.

Let’s say that you guarantee weekly home-time, and you are known for sticking by that promise to your drivers. Marketing, in this case, should specifically target the drivers that are tired of missing family events. Pay and benefits might be important, but leaning into the perk to prompt a driver to fill out an application should be front and center.

 

Standing Out in a Crowded Market

There is no denying that the driver recruiting market is more crowded than ever. Technology has made it easier for fleets to push out content and driver ads. Fleets dominating the recruiting landscape flood recruiting boards, social media, and every other recruiting channel, making it harder than ever for budget-conscious fleets to make a splash. Below are three ways to cut through the noise.

Test New Platforms

Let’s face it, most fleets are hesitant to test new recruiting platforms and social media channels. The path of least resistance is to go back to the same old channels time and time again. But what happens when that well goes dry?

Diversifying your marketing and uncovering new channels for driver recruiting should be top of mind. Is Facebook likely to go anywhere anytime soon? No. But that does not mean that it is the only place to find great candidates.

Develop Unique Content

After diversifying your marketing strategy, the next step is to develop unique content. This goes back to the “name, not a number” statement that was previously mentioned. Several platforms exist to help create unique images for social media or job boards.

Fresh content provides a new opportunity to highlight the pieces that have helped your fleet grow. Focus on the unique value propositions that will inspire drivers to fill out an application and the information that shines a spotlight on existing drivers and the back office support staff.

Dive Into Video

In today’s driver recruiting climate, content is king, but video stands out as the leader of the pack. Beyond the occasional sales pitch of why driving for ABC Trucking is the greatest, fleets are leveraging video content to provide a snapshot of life with their company.

The great thing about video is that it doesn’t have to be professionally shot. Smartphones have much better cameras than they did even five years ago, and the raw nature of amateur video can help your fleet connect with drivers.

 

Partnering with a Digital Marketing Agency

The marketing landscape is constantly changing and evolving. Larger fleets with a dedicated team of marketers might be equipped to navigate the constant changes within our industry, but what happens if your recruiter is also the marketing guru on your team?

For many fleets, the answer is to look for outside help with their marketing. Not only does this alleviate employees from being stretched too thin, but it can also open doors that you might have disregarded otherwise. The KJ Media team has been in the recruiting trenches and understands what it takes to help growing fleets move the needle. Whether you are exploring a marketing service for the first time or frustrated with the results from your current provider, our team is ready to help. Contact Us to learn more and schedule a consultation with our team.