Drivers have changed what they look for when applying for jobs over the past two years. Have your job advertisements changed with them?
Besides the standard competitive pay and benefits, we are seeing an increase in drivers who value company culture. What are your current drivers saying about you? Do you offer incentives to keep them long-term? Are you flexible with home time? Do you offer 401(k)? The days of lack of communication between the driver and company are over. It is important to work with the drivers as much as possible in order to keep up with the constantly changing market.
The First Point of Sale
Your job ad is your first point of sale between you and the candidate. When deciding what should go in your job ad, remember that you must sell your company to the candidate. If you do not catch the driver's interest, they will not apply and you will lose out on an opportunity to hire.
The Importance of the Title
The first part of your job ad is the title. An outsider might think there isn't a strategy behind a job title, but trust us there is. Our Account Managers and Service Delivery & Analytics team work closely to map out strategic keywords to use in the job ad title in order to grab the candidates' attention.
Ask yourself, what would your ideal driver search for when looking for a job? The keywords you use in your title make a big difference in whether or not a candidate will take the time to apply to your ad. Using the keywords CDL A, regional, or tanker in your title can influence the platform your candidates are searching on to push your ad in front of them. It's also important that you keep your job title as simple as possible. We recommend keeping it to 90 characters since the title could be cut off on certain platforms.
Let's take you through an example of what your title should read! If you were hiring a regional driver that needed doubles and PM shift, your title would read:
CDL A Regional Truck Driver with Doubles – PM Shift - $30/hr.
There is a strategy that decides which words we use in the title. To break it down, CDL A with Doubles is the minimum requirement, 'Truck Driver' is the type of job, 'Regional' tells them they can be home weekly, and '$30/hr' grabs the driver's attention to determine if it's the pay they are looking for.
Job Descriptions Matter
Your job description is what ultimately makes the decision for the candidate of whether they want to apply to your company or not. For this reason, we recommend always leading with the perks and benefits of the job. This could be anything that makes your job stand out amongst competitors! The pay you offer, hours, home time, bonuses, type of truck, and benefits to name a few.
Want to know the best resource for what drivers are looking for? ASK YOUR DRIVERS. Yup, we said it. Your drivers' wants and needs are at your fingertips if you just ask. One-on-one conversations or company surveys are two simple ways to get this valuable information. This will help you determine what your true company selling points are. Additionally, it will help you decide which information is important to include to reach your target candidate.
You never want the job description to be too long or have unnecessary information. Having too long of an application results in fewer applies since the drivers will simply move on to the next job posting.
Next up, requirements. It's important to keep your requirements straightforward, without unnecessary fluff. The way you want a driver to dress, for example, is not necessary to include in your actual job posting.
Want your job ad to stand out? Content. Adding a picture or short video of your trucks and/or company is a great way to reach potential candidates. Another ad booster? Testimonials. Having positive reviews from your current drivers is huge in helping the candidate decide to apply. Candidates want to be able to picture themselves working for a company that treats them well. If you have current employees who can attest to this, it could increase the amount of applies you see coming in.
Listen to Your Account Managers
Our dream team of Account Managers! With the competitive market for drivers constantly changing, it's more critical than ever that the valuable insight our Account Managers provide is valued. Our team is constantly evaluating the market to provide real-time updates to how your job listing is standing against competitors. So, in short, if your account manager suggests a change in your job ad, take the suggestions. They're the experts.