Finding qualified and licensed drivers is a growing challenge for employers. The trucking industry will need an additional 1.1 million new CDL-qualified drivers over the next decade as older drivers retire and industry safety standards continue to increase.
We've surveyed and talked with countless trucking and transportation professionals, and here are the 3 biggest mistakes we see recruiters make that are costing you new qualified applicants.
1. You're posting jobs where they aren't looking
Qualified CDL candidates are inherently on the move, and they're looking for jobs on the move, too. With today's drivers spending more time on mobile devices, it's important to connect with them on their terms. Qualified applicants spend more time researching companies on their phones and use social platforms and mobile-friendly job postings to apply for them.
Industry recruiters overwhelmingly agree. In our 2019 Trucking Recruitment Report, 98% listed social media platforms like Twitter and Facebook as key places to recruit drivers, while 92% believe that offering shorter, more responsive job applications that are easily completed on a mobile device is key to attracting new candidates.
2. Your job descriptions aren't attracting candidates
We see drivers researching companies more, looking at everything from the clients they work for, the hours they work, and the types of trucks they're driving. When you're recruiting CDL drivers, make sure your job descriptions touch on the areas of the job that are the most important to truckers.
The professionals we surveyed told us that, more than location and amenities, what they care about most is pay and the amount of home time they can expect to see. They also listed these other factors as major considerations:
- Company reputation
- Rider policy
Beyond the personal satisfaction of a job that meets their needs, you can expect that more prospective drivers are taking the time to look at your company's employee reviews to ensure that drivers are treated fairly and valued for their service and expertise. It's important to keep an eye on your online reputation if you want to attract new CDL candidates.
3. You aren't allocating your ad spend efficiently
Younger drivers and millennials who are more comfortable with technology increasingly scout for new jobs online, so it's important to allocate your ad spends accordingly. Because the use of social platforms is on the rise among CDL candidates, advertising on these platforms and through the following mediums is an effective way to recruit for qualified drivers:
- Social ads: Try allocating some of your ad dollars to social platforms like Facebook, Twitter, and LinkedIn. Create highly visual and modern graphics, or experiment with short videos using driver testimonials and company benefits. You can boost posts that perform especially well and experiment with custom messaging on each platform.
- Pay-per-click (PPC): Today, Google is a natural first stop for researching both jobs and companies. PPC ads are another way to reach prospective drivers. By “bidding” on the right keywords, you'll ensure that qualified drivers see your company in their search.
- Direct leads: A direct lead source like FATJ.com connects you to both advertising networks and popular job boards to deliver you high-quality leads you can act on. Take out some of the guesswork of bulk job boards by investing in direct leads that hand you vetted, CDL-qualified drivers who are looking for work.
Identifying the issues that may be keeping candidates from applying to your jobs can be time consuming. There are countless variables to the application and recruitment process that hiring managers and recruiters need to be aware of, so it makes sense if some of the smaller items are glanced over. This results in the unqualified and unengaged candidates making it to your inbox.
Today's recruitment requires much more attention to detail. Whether that is monitoring the ROI of a campaign you are running, or having someone double check the job description to make sure no details are left out. The industry will keep changing over the next decade, and so will the requirements of what it takes to be a successful recruiter. If you're trying to brush up on some more best practices, check out our guide of best practices on driver recruitment for some tips and tricks of the trade.
Interested in signing up for a free recruitment consultation? Click here to learn more about FATj's fully managed campaigns today.