DRIVE FOR OD!

How to Get the Attention of Potential Drivers

The way drivers are drawn into the industry has to change. Strategies for engagement initiatives have evolved over time. Jewell says Fusion Now is taking the approach of telling stories to highlight driver efforts and offer them more acknowledgment for their successes.

“About 90% of companies are going to say that they have industry leading pay, or that they treat drivers like a family member. That’s something that drivers have been fed for their entire career, even dating back to when truckstops were very popular for recruiting purposes,” Jewell says. “Instead of carriers really highlighting what those benefits are… they should let their driver’s success sell the position for them.”

Jewell mentions sharing pictures, videos, interviews, and celebrating the success of drivers based upon what companies have to offer is a new and creative way to grab potential drivers’ attention.

“If you do have industry-leading pay…show that a driver just purchased their first home because they’ve been driving with you for six months,” she says. “Show an example of where you’ve treated the driver like a family and really bring that home because if a consumer, or in this case a driver, is going to apply for a position…they’re going to see and want to see why that’s going to affect them and how that’s going to affect them.”

Use Diversity and Inclusion Initiatives to Recruitment

To attract a diverse group of potential employees, Artur Express intentionally has several employees who speak different languages, as well as a large population of transgender drivers. The nationwide transportation and logistics company is very cognizant of using employees’ preferred names and pronounces, according to Sadie Church, Artur Express’ Director of Recruiting and Marketing. The company continues to look at alternative sources for driving talent.

“The more an individual can picture working for your company, the more exciting your recruiting efforts will seem to others,” adds Keller and suggests that non-traditional demographics can provide additional sources of candidates.

“As you’re positioning your advertising, think about who’s in your ads,” Keller says. “Use a variety of genders, use a variety of nationalities, use whatever diversity representation you can that will generate the candidates you’re looking for. This helps everyone see themselves at your company.” n