This is the second part in a four part series. Last week we met Todd, the director of recruiting for a small fleet out of Spokane, WA. Just like we learned last week, Todd has been able to keep pace with turnover and fleet needs – but now he’s found out his fleet is expanding.
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Before we get back to our story, let’s look at why connecting with drivers is so important.
Unfortunately, not every driver knows who you are. This can be a problem for fleets both big and small. That’s why it’s important for you to create quality connections with prospective drivers. By successfully connecting with drivers, you are setting up your entire Recruiting Lifecycle for success. Not only do drivers become more aware of who you are, but they are also more likely to apply for your positions.
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Last week, Todd targeted prospective drivers for his fleet’s new terminal in Bakersfield, CA. It’s a group of drivers with a lot of different qualifications than he is used to. But now that he knows more about them, he can start to seek them out.
Especially in this case, the fleet that Todd works for is a small one. This is their first major expansion outside of their original operating area in Washington state. It’s quite possible that there isn’t a driver in California who will know anything about this fleet, much less that they’re hiring.
This means that Todd has to connect with his audience before they will start to apply for his open positions. But how?
To connect with this audience of truck drivers, Todd decides to use highly targeted media channels. These channels include a network of truck stop signage, classified publications, and popular online newsletters. Here’s how he uses them . . .
Todd places signage at truck stops around Bakersfield, CA and in truck stops along the interstate routes drivers will commonly drive. He makes sure to highlight his company’s stellar benefits and pay rate.
Todd also places full-page classified ads in targeted publications. He makes sure these magazines are distributed heavily in the west coast and the southwest United States.
Over the next few weeks, we will continue looking at the Recruiting Lifecycle. We’ll continue to see how Todd is leverage the Recruiting Lifecycle and marketing principle to reach the drivers he needs to hire.
