Searching for the finest experienced drivers in the trucking industry, the best piece of advertising is your job ad. Putting up the right job description makes all the difference, especially in the quality of the candidates you see.
Great job ads give your business a wealth of benefits:
- More choices—the immediate benefit of a well-optimized job ad is attracting a larger pool of qualified drivers. This increases your chances of finding just the right driver to have behind the wheel.
- Time efficiency—without having to contend with a flood of unqualified applicants, you waste less of your valuable time by focusing on only the most relevant applicants.
- Higher loyalty—an optimized job ad will produce better hires, more reliable and better performing drivers. Your employee drivers will be the best representatives of your brand.
- More bang for your advertising buck—optimized job ads do not cost more than weak ads, but they do give you significantly higher returns.
To find your next great driver, follow these rules of the road
There are five rules when optimizing job ads in search for drivers; they are the advertising secrets to have your next driver job ad rise to the head of the pack. Use these rules, and you will win the biggest prize—high-quality drivers that make your business shine:
#1: BE Specific With Headlines
When placing job openings, your biggest challenge is visibility. To fill a job opening immediately with the right person, the job must stand out amid thousands of similar ads saying essentially the same thing.
The problem with a majority of job descriptions is that they are simply too vague.
With online job searches for drivers, candidates often fall victim to “advertising blindness.” This is a natural tendency for viewers of a web page to ignore much of the information—either consciously or unconsciously.
The way to prevent this natural tendency is to be as specific as possible. Short and descriptive titles will resonate with your targeted audience. Instead of a generic and bland “Truck Driver Wanted,” give your job description some detail (and pizazz) with “Company Driver CDL Class A (Jefferson County).”
#2: BE Unique
Your trucking company should provide drivers something exceptional—a Unique Selling Proposition (USP). Discover one thing that will set you apart from the multitude of competing voices, and use it to be memorable to job seekers.
Let the USP of your business become one of your best driver recruitment tools. Give drivers something substantial to talk about and driver word-of-mouth will do the rest.
Some of the most effective USP’s:
- Industry Awards
- Better Benefits
- More home time
- New or upgraded trucks/equipment
- Signing bonuses
#3: BE Simple
The easiest rule to remember in optimization job ads—KISS (Keep It Simple Stupid).
The best drivers have more choices than unqualified drivers. They certainly don’t have time to waste. Long-winded and complex job ads will lose the attention of the reader quickly, as well as limit response rates.
Above all, for a job ad to be effective, it has to appeal to qualified candidates. Short, clear and descriptive ads will pique the interest of the right candidate. Leave out the fluff—and save extraneous details for a face-to-face interview.
#4: BE Urgent
Any advertising pro will tell you—ads need urgency to be effective. A job ad should stress how your business needs the right driver, right now:
- Emphasize the current pricing (pay per mile or signing bonus)
- Remind the reader of the limited amount of driving positions available (using specific numbers)
- Promote hiring deadlines (specific date or number of days)
#5: BE Credible
In today’s interconnected world, informational social influence—called “social proof”—is one of the most powerful forces to transform lookers into buyers. This phenomenon increases the value within the marketplace or industry as well with. Companies use social proof to turn job seekers into interested candidates and applicants.
An experienced driver doesn’t care much what you have to say about your company, but they will listen to what others have to say about you. The biggest assets in hiring new drivers are your current drivers.
Use social proof to optimize a driver job ad in a number of ways:
- Accreditation and awards from well-respected and credible professional organizations (i.e. CSA awards)
- Testimonials from current drivers
- Mentions, articles and reviews in leading media
Optimizing your job ad is an essential part of hiring and managing quality drivers. A properly written job ad—no matter where you place it—will ensure both applicants and employees understand their roles, how they are accountable in their jobs, and exactly how valuable they are to your company and its success.