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4 min read

Try Social Media Recruitment To Find Drivers

By Connor Zazzo on Feb 5, 2020 2:30:02 PM


The world of recruitment is constantly changing. You can still find a trucking job candidate by running an ad in a local newspaper, but this method has lost a lot of its efficiency in recent years. In some places, local newspapers can be scarce, and your job candidates are looking somewhere else entirely for new positions: the internet.

Even online recruiting is going through a shift. You used to be able to post job descriptions on sites like Indeed or CareerBuilder, but that’s just not enough anymore, especially in the hyper-competitive trucking industry.

Recruitment on social media has been going through something of a renaissance in the past couple of years. Instead of placing ads in front of active candidates who are looking for a job in your industry, social media allows companies to start targeting passive candidates who were not necessarily looking for a new job but could be interested in yours.

The growing driver shortage is no secret in the trucking industry. There are tens of thousands of opportunities going unfilled, and the demand is only getting more intense. Some drivers are using the demand to their advantage, scanning for new opportunities when they have idle moments online. Others are letting opportunities come to them.

Recruiting “Passive” Candidates with Social Media

When someone isn’t actively looking for a job but might be open to the right opportunity, they’re usually referred to as a “passive” candidate. An estimated 60 percent of the workforce falls into this category.

These candidates are already employed, so they don’t have the same fire under them as an active job seeker might. You have to catch their attention, and that requires a proactive approach.

There are several techniques for reaching passive job candidates—referral programs, for example, or Boolean searches of LinkedIn profiles—but social media advertising is one of the most effective for CDL recruiters. Here’s how it can offer you a great bang for your buck.

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1. High Traffic

Facebook is the third most-visited website in the world. It has 2.41 billion active users worldwide, including 240 million users in the US alone. That’s close to 70 percent of the country’s entire population.

You can reach almost anyone on Facebook—but as a recruiter, you don’t usually want to cast that wide of a net. Fortunately, Facebook is great at helping advertisers focus their searches and has become a valuable lead source.

2. Detailed Audience Targeting

Facebook’s social media marketing team has developed three distinct tools for advertisers. Each one can help you put your job posting in front of the right people.

  • Core Audiences: Pick out the important characteristics that you want your audience to share. This includes factors like age, past work experience, education level, and pages followed.
  • Custom Audiences: Facebook can also target your ad to people who have interacted with you or the hiring company. Maybe they’ve visited your site, added themselves to your contact list, or downloaded your app. Whatever the case may be, Facebook can help to keep them in the loop by showing them your job ads.
  • Lookalike Audiences: If you have an active Facebook presence, you can use information about your followers to broaden your reach. All you have to do is tell the site what subsets of your audience you want to re-create—those who have clicked on your job ads, for example. Facebook will then target your job posting to other users who are demographically similar to the people you specified.

Using these tools, you can position your ads so that they reach the most receptive audience. You can even adjust your targeting as you go. If your first campaign does well, you can create more audiences the next time and broaden your candidate pool. You may even reach people who aren't truck drivers yet, but who start to consider it after they view your ad.

3. Low Cost Per Applicant

Ad targeting can help to refine your search, but you have to start with a wide audience. Otherwise, you won’t reach enough people to justify the cost of the ad.

Facebook is by far the best platform for recruiters in the trucking industry. A survey from Truckers News revealed that 63 percent of truck drivers use Facebook, compared to 15 percent for Instagram and 14 percent for LinkedIn.


What’s more, Facebook is one of the top three sources that truck drivers use to actively look up industry information. These active industry participants are among the people who view your CDL job ads, and they make great job candidates.

The Take Away

Mastering social media recruitment is not a skill someone can just learn overnight, because it takes practice and time. Recruitment teams need to understand their audience, know what they are interested in, and know how to handle the trial and error of starting up social media campaigns.

At FATj.com, we know how to recruit CDL drivers on Facebook. Applying best practices of social media recruitment, we achieve optimal ROI for our clients' job postings 90 percent of the time.

Results like that don't happen by chance. They happen when you learn from the best and invest in reaching the right audience.

If you’re looking to fill a CDL driver position, get some quick tips in our best practices guide on driver recruitment.

Connor Zazzo

Written by Connor Zazzo

Connor is the Marketing Manager for FATj.com, focused on providing valuable insights to help drive forward the hiring efforts of recruitment teams across the country. Interested in reaching out to Connor to learn more about FATj.com? Connect with him on LinkedIn!