Social Media has grown in the trucking and transportation industry as the number of smartphones among drivers has increased, and the industry has grown its online presence. One of the more difficult parts of Social Media marketing is posting relevant and engaging content regularly and consistently, yet it is one of the most important aspects. A poorly run social media page is like a store with no hours posted – customers are less likely to support that business since they don’t know when it will be open and as a result, they take their business somewhere more reliable.

A consistent social media presence will keep your brand relevant, boost your brand authority within the industry, and create trust with potential drivers by setting and meeting posting expectations.

1.   Stay Relevant

Brand relevancy can be defined as the ability to empathize with your target audience.  You can speak their language, understand their needs and desires and, most importantly, understand their problems and present a solution.  Possessing these abilities results in a brand that holds value and meaning for your ideal target market for driver hire.

Continuously sourcing and creating new social media content that fulfills the criteria listed above, leads to brand relevancy. By staying on top of industry news and trends, people will be more likely to follow your profiles and like or share your content, meaning more potential business, driver applications and excellent results from your recruitment drive.

2.   Boost Brand Authority

Companies aim to be the first solution that pops into mind when a potential customer from their target market has a problem or when driver hire becomes a necessity.  Staying on the minds of your target market means being where they are, and that’s most likely on social media. By posting relevant content consistently, social media platforms such as Facebook will display your content more often on your followers’ newsfeeds. The more facetime your potential customers and drivers have with your content, the more likely they’ll think of your company when they have an issue or are looking for employment.

3.   Create Trust

Like good customer service, consistent posting schedules set expectations for your followers and once set, your company must continue to meet them.  If you post to Facebook daily for several months, your followers will come to expect that same schedule. If suddenly, you start posting once every couple of weeks, your followers’ trust will decline, which could result in an adverse effect on your trucker recruitment drive. Similarly, if your posting schedule is sporadic from the start, potential customers and drivers may view your social media profile, but then fail to even follow your page due to a lack of current and relevant posts.

4. Analyze and optimize your Social Media Efforts

To ensure your social media strategy is successful, it is crucial to gather and analyze data about your audience and engagement. Use social media analytics tools to track key metrics such as reach, engagement, and click-through rates. This data will help you understand the effectiveness of your social media presence and posts.

Based on this analysis, you can optimize your strategy by identifying which platforms are most successful in reaching your target audience and which types of content generate the most engagement. Additionally, consider A/B testing different types of posts or strategies to further optimize your social media efforts. Continuous monitoring and optimization will ensure that you are reaching and attracting the most qualified candidates in the trucking industry through your social media recruitment efforts.

5. Engage Directly with Potential Candidates

Recruiters in the trucking industry can harness the power of social media to engage directly with potential candidates, creating personal communication channels through message boards, comments, and replies to ads. Engaging directly with potential candidates allows recruiters to answer questions about the job and provide additional information on the application process, fostering trust and transparency. Through personalized interactions on social media, recruiters can address concerns, highlight the benefits of working for their trucking company, and create a sense of community. This direct engagement also provides an opportunity for recruiters to showcase their company culture, safety measures, and driver benefits, making their trucking company more appealing to the target audience.

6. Develop a Strong Employer Brand

Developing a strong employer brand is crucial for attracting top talent in today’s competitive job market. One effective way to showcase a company’s culture, job expectations, and benefits is through social media stories. These stories offer an opportunity to give potential candidates a behind-the-scenes glimpse at your current drivers, your company’s values, and the experiences of current employees. By sharing authentic and engaging content, such as photos, videos, and personal anecdotes, companies can create visually appealing and shareable posts that resonate with their target audience.

If you’re interested in the benefits of a consistent social media presence for driver hire, contact KJ Media.