According to the ATA, American Trucking Association, roughly 1.8 million trucking companies operate in the United States. With this level of competition for drivers, it is crucial that your job advertisements and other recruitment marketing materials help your company stand out from the pack. LZ's recent study of driver recruitment job advertisements shows that very few companies use their job ads to showcase how their company is different and unique.
Companies are in even worse shape when highlighting their employee wellness programs. According to Lionzone's research, just 4% of companies' job ads even mentioned wellness programs. For more information about types of wellness programs and their ROI, see our article Trucking Industry Recruitment: Company Wellness Programs- Costs, ROI, and Recruitment.
While a wellness program alone is not likely to have candidates beating down your door, it can go a long way to showcasing your respect and care for your drivers and set your company apart from the thousands of ads drivers will see in their search.
Jobs advertisements
Lz's research into trucking job advertisements shows that most companies offer little information on who they are and their mission and culture. Most ads cut right to the chase, getting down to the nitty-gritty details of what the job offers regarding pay, scheduling, and standard benefits.
Job ad after job ad, each looking and feeling the same, can give the wrong impression to prospective employees, leaving them feeling that the only real difference between companies is pay.
What companies need to do to stand out is highlight their benefits, beyond just the standard.
The pandemic has exasperated an already developing change in how we view work. Today's employees want companies that share their values and care about them as human beings. Wellness, both physical and mental, are a hot-button issue for prospective employees. This makes it vitally important that you list your wellness and employee assistance programs in your job advertisements.
Beyond just listing these benefits, try a short description of the whats and the whys. Highlight the importance of your employee wellness programs and employee assistance programs and their benefits to your drivers. Doing so will communicate your company's investment in and respect for your drivers.
Other Recruitment Marketing Materials
One of the key areas where you should focus your other recruitment marketing materials is social media. Prospective employees and passive candidates utilize social to get a feel for your company and its culture.
Videos are the most effective content format in 2022. “Behind-the-scenes” and “a day in the life of” videos are very effective. Show your staff and drivers participating in your wellness program, be it at a class on nutrition, exercising in their trucks, or working out in your terminal gym. Showcase employees who break the negative health stereotypes that are associated with trucking.
Conclusion
Showcasing your company's uniqueness is vital to success in today's labor market. Showcasing your wellness programs plays an important part in standing out from the pack and highlighting your respect and care for your drivers. Remember it is not enough just to say in your materials that your drivers matter and stress your concern for your team; you need to show them the steps that your companies take to go from idea to practice.
Are you not meeting your recruitment goals? Join LzRecruit Network! Lower your Cost Per Lead and Time to Hire today. We offer 100% direct leads. For more information on the LzRecruit Network, contact us at 800-755-0623.
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Debra_lz
Debra Watkins covers recruitment and digital marketing for Lionzone. A Nashville native, after graduating from the University of Kentucky, Debra utilized her research and writing skills in the museum and heritage tourism fields, rising to director of two institutions before returning to Nashville in 2020 to join Lionzone.
Resources:
https://www.trucking.org/economics-and-industry-data
