Some trucking companies are now utilizing social media to recruit drivers to join their fleets and to convey important information about their company cultures.

This article is from the Summer 2016 issue of The Quill. To view the full issue, visit The Quill archive.

Over the past few years, there has been a significant driver shortage in the trucking industry. Companies must find new ways to appeal to younger generations.

Some are now utilizing social media to recruit drivers to join their fleets and to convey important information about their company cultures. Leah Schultz, the social media manager for Papa John’s International, spoke at the 13th annual Recruitment and Retention Conference held Feb. 10 – 12, 2016, in Nashville, Tenn. According to Schultz, “understanding where these drivers are on Facebook and social media, what they’re talking about, what their interests are and how to appeal to them in ways, and being able to do content marketing” is now more important than ever when appealing to a younger audience of potential drivers.

Schultz also emphasized the importance of utilizing blogs, videos and multimedia presentations on social media: “The value of a one-minute video is actually equivalent to 1.8 million words of text. That’s pretty powerful.” Other social media sites, such as Twitter and LinkedIn, are also helpful when used as platforms to connect with prospective drivers. Brand development on these sites is crucial to appeal to younger, prospective drivers. “Fleet managers who are reluctant to embrace online media will lose out,” Schultz concluded.

An online presence on several social media outlets will certainly help when recruiting younger drivers; however, strong profiles on social media can also give prospective truckers a taste of what it would be like to work at certain companies. C.H. Robinson states in its blog, The Road, that “trucking companies not only use social media to recruit drivers, [but] they can also use social channels to share information about company culture. Social media gives trucking companies the opportunity to express who they are as a company to potential drivers. This is beneficial to drivers looking for jobs because they can get a feel for a company before they apply.”

"The value of a one-minute video is actually equivalent to 1.8 millions words of text. That's pretty powerful."

Not only can trucking companies utilize social media to recruit new drivers, but existing drivers can benefit from being involved socially as well. “Social media can enhance drivers’ personal and professional lives by providing the opportunity to share business and personal information with other drivers about everything from best driving practices, to where to park and what to eat… it can also make it easier to keep in touch with friends and loved ones back home, helping to make the job of driving less lonely and more satisfying,” reports Wendy Leavitt in Fleet Owner magazine.

Social media is now a part of everyday life. In order to reach those who may be interested in beginning a career in the trucking industry, it is imperative that companies have strong social media presences to appeal to these potential drivers.