Why Branding is Important in the Trucking Industry

Branding is much more than a logo or color scheme. “It’s the perception that a consumer has when they hear or think of your company name, service or product.”

When it comes to recruiting truck drivers and retention, company branding plays a strong role in your recruitment drive for new drivers.

1. Create a competitive edge against other trucking companies

The trucking and logistics industries do not automatically lend themselves to creative expression. Often, companies offer similar employment packages and job descriptions when recruiting truck drivers. How do they set themselves apart from their competitors? Online branding through social media is powerful, effective strategy to set your company apart from your competitors in the minds of drivers.

2. Appeal to millennials (they want more than just pay)

86% of adults between 18-49 are active Facebook users. Compare that to 67% of adults over the age of 50. With the average truck driver age at 49 years old, a clear majority of drivers are nearing retirement age. Trucking companies need to attract younger drivers, and the statistics show that younger drivers are online. Strong branding through social media will set your company apart in the minds of younger drivers – giving you a competitive advantage in attracting younger drivers.

3. Create credibility with building a solid brand behind your name

Posting consistently on social media lets both potential drivers and current drivers connect with your company. Through the topics and content posted, you will start to build brand credibility to enhance your recruitment drive. People don’t do business with companies; they do business with people. By starting a relationship with drivers before they are even looking for a new job, puts your company ahead of the competition.

4. Determining your brand conversation/ set expectations

Don’t let unhappy ex-employees or competitors create that narrative for you. Protect your reputation by posting proactively and creating the story you want to tell when recruiting truck drivers.

What can you do to start branding today?

1. Provide valuable content that reflects your values

The topics you post are an immediate reflection on the company. For example, articles on healthy eating and road safety demonstrate that the company cares about their drivers’ health. That expectation will snowball into a potential driver checking out the company’s employment offerings when they start job hunting.

2. Brand visual content

A driver should see a post on their newsfeed and immediately be able to identify who created the content. Content should be branded by a logo, color scheme, company slogan, or images containing company trucks.

3. Be consistent with posting schedule and topics

Followers like to know what to expect. Consistency in topics and timing of posts will create an expectation. Knowing what to expect will minimize unfollows and create brand loyalty from your followers.

Interested in improving your online branding? Schedule a call with us today!

One Reply to “Why Branding is Important in the Trucking Industry”

  1. I think another important thing to consider is what exactly the younger generation considers a reliable brand. In my own experience, “Family Owned” or “America-based” doesn’t go as far as it used to. It’s all about quality of service which can be hard to showcase in social media. We have some success posting some sweet rigs and getting engagement on Facebook, but I’m not sure if this translates to sales or increased trust in the company. Regardless, good information here.

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