If you still aren’t using social media to recruit and retain drivers, you should read this blog. First published in February of this year, the recommendations are even more relevant today.
Facebook…Twitter…Pinterest…LinkedIn. Not so long ago, social networking sites were only accessible through desktops; now mobile devices are the primary way users connect. Here are the facts: Facebook’s 101 million US daily mobile users make up 78% of its 128 million daily US users; 60% of Twitter users log in on mobile devices; Pinterest breaks down their usage as 58% tablet, 30% mobile phone, 12% desktop; and LinkedIn gets 38% of its traffic from mobile. In the case of LinkedIn, they are also seeing their desktop engagement slow down each quarter as the mobile usage grows. Why is this important to you? Because, although truck drivers may not carry their laptops with them when they are on the road, you can be sure they have their mobile devices. And truck drivers definitely log onto social networking sites. In fact, according to a December 31, 2013 posting in the Commercial Carrier Journal Website, “How fleets use social media to recruit, retain drivers,” more than 96% of company drivers have Facebook accounts.
So if you’re not using social media as a recruiting tool, you are definitely missing out on an excellent way to reach your desired audience. In this digital age, social media is a way to build a relationship with potential candidates – before, during, and after the hiring process. A December 3, 2013 article on Truckinginfo.com, “Trucking Lags When it Comes to Adopting Social Media,” shows that fleets do understand the importance of networking online. An impressive 68 of the top hundred freight haulers use social media: 80% have a Facebook page; 72% use LinkedIn, and 64% use Twitter and/or Google+. Yet trucking falls behind B2B companies in other industries. In fact 87% of all B2B companies across all industries use social media other than blogs.
So how do you optimize your social presence? Fleets that grasp the importance of online networking know that Facebook is the resource that drivers use when they are looking for new job opportunities. A company’s Facebook page should highlight that company’s culture through photos, listings of company events, congratulatory messages to employees, involvement in charitable events, and more. Make sure you’re posting information that would be attractive to drivers looking to make a change. And, of course, post any job opportunities on your Facebook and LinkedIn pages, and tweet openings on your Twitter account.
Speaking from personal experience, I understand how important social networking is. I used LinkedIn quite regularly to recruit when I was a recruiter. It’s a great way to find “passive” candidates – those who aren’t actively searching the job boards, but could be lured away by the right offer. Their whole resume is right there for you to see on their LinkedIn Profile.
Once you have good drivers, it’s important to keep them. That’s why, when it comes to retention, social networking sites are the prime places to recognize employee accomplishments and events. The CCJ article recognizes one carrier who monthly acknowledges top performances by their drivers in a variety of categories. Facebook is also a way for drivers to communicate with each other while on the road.
It’s important to remember that maintaining a social presence takes time and a certain amount of dedication. It can’t be an afterthought. The sites must be checked constantly to counteract any negative comments or information that may appear. Plus, pages need to be updated regularly to keep from looking stale. However, considering that this recruiting “tool” is the where the future of recruiting resides, smart carriers will make sure that they have at least one person who maintains their social presence and keeps it relevant.
Still think social media can’t really be that helpful? Here’s the reality, I found my job at NationaLease by responding to a LinkedIn posting. So from my perspective, social media needs to be in your recruiting toolbox.
This blog was first published as “Using Social Media to ‘Drive’ Recruiting and Retention Efforts” on February 25, 2014
Want more information on recruiting drivers? Check out Finding Drivers, Keeping Drivers
Image source: blue16media.com