In Driver Recruitment, Both Old and New Media Matter
Today鈥檚 recruitment efforts to attract truck drivers, both new and experienced, have tended to lean on digital media, which can find recruits on tablets, phones or computers.
But in a sea of digital information, recruitment opportunities can be lost. That concern is why some trucking companies are returning to older media approaches for recruitment.
Reymer
鈥淭here was a time when everyone used direct mail, so you get lost in the sea,鈥 said Jeremy Reymer, CEO and founder of DriverReach, an Indianapolis-based recruitment management company. 鈥淣ow no one uses it, so you stand out more.鈥
Heartland Express Inc. has decided to use some old, neglected ways and has dropped a batch of direct mail, hoping to lure truck drivers. A spiffy piece of direct mail, which was sent to a Florida address in February, has a list of mileage rates for drivers of varying experiences.
鈥淎re you making peak dollars for your miles?鈥 it asks.
A Heartland official said the North Liberty, Iowa-based truckload carrier sees a need for diverse media in recruitment.
鈥淲e continue to use a variation of 鈥榦ld media鈥 because our target demographics are so broad and we want to appeal to the entire audience,鈥 said Steve Feldmann, Heartland director of recruiting. 鈥淒igital advertising obviously offers more opportunities for marketing, tracking return on investment, and engagement, but only if an individual is utilizing the technology.鈥
The use of direct mail, a favorite method of elected officials and banks, can reach prospective drivers who may not be frequent users of digital media, industry officials said. Older media also includes TV, radio and billboards. But is diversification of methods between older and newer a new trend in recruitment?
鈥淚鈥檓 not sure it鈥檚 necessarily a trend, but we have seen some old strategies be reimagined for today鈥檚 digital driver,鈥 said Priscilla Peters, vice president of marketing at Conversion Interactive Agency, a Nashville, Tenn.-based truck driver recruiting firm. 鈥淪ome carriers use these strategies to attract drivers, but we see these types of media used primarily in very specific and targeted geographic locations and primarily more rural-type areas. For example, we have a few clients that use local radio for some of the specific, dedicated driving opportunities they have available.鈥
Peters said older media such as mail and phone calls can also be used to supplement today鈥檚 recruitment efforts.
Priscilla Peters. (John Sommers II for Transport Topics)
鈥淔ace-to-face hiring events are back, and there鈥檚 a digital element to them that adds value for the carrier,鈥 said Peters. 鈥淧latforms like Indeed, HireMaster, Facebook and others are creating opportunities for these virtual and face-to-face hiring events where brands can engage with drivers. Ten years ago, when a carrier had a hiring event, it was a 鈥榟ope and pray鈥 approach, tracking was limited, and advertising to those that didn鈥檛 show up was not possible. Call, text and e-mail blasts can all be used to remind individuals of the upcoming events and thank everyone for their interest. That鈥檚 just one example of how an 鈥榦ld鈥 strategy has been revamped for today鈥檚 digital world.鈥
A frequently mentioned concern is the ability to track how effective direct mail recruitment advertising has been.
鈥淭here are fewer methods to track return on print media, like billboards and direct mail, but it isn鈥檛 necessarily harder, as many of our drivers still prefer the use of tangibles to share with other drivers as a talking piece,鈥 said Feldmann of Heartland.
Reymer said that ads, even mailers, should in some way be tracked. 鈥淵ou have to be able to quantify what you鈥檙e investing in.鈥
United Road Services Inc., which provides automobile transport services in the United States and Canada, puts more of a focus on referrals and digital media.
Turn the corner to a new and exciting career at United Road! Check out our opportunities: 鈥 United Road Services (@DrivenToDeliver)
Amanda McGregor, recruiting and retention manager at the company, said their research and tracking found little payoff in their use of billboards and direct mail to recruit drivers. The company uses various methods, including coding in digital ads, to learn how recruited drivers found them.
鈥(Direct mail and TV) just doesn鈥檛 seem to be effective,鈥 said McGregor, adding those methods haven鈥檛 been used in two years.
McGregor said the company, based in Romulus, Mich., now prefers driver referrals, which give the company about 52% of new candidates, and social media such as Facebook, YouTube and digital ads.
Heartland, too, uses social media for recruitment efforts.
鈥淪everal of our drivers are active on Facebook and Instagram, and are regularly contributing to the community conversation within Heartland鈥檚 pages,鈥 said Feldmann.
Heartland Express ranks No. 53 on the Transport Topics Top 100 list of largest for-hire carriers in North America. United Road ranks No. 51.
