Driver Recommendations in the Age of Social Media: A Modern Take on Recruitment Strategies
Amid labor shortages, trucking companies are leveraging social media and peer referrals to attract new drivers. This crowdsourced recruitment method based on social platforms both extends traditional referral mechanisms and incorporates modern technological tools. Experts note that it is low-cost and effective, but also faces challenges such as verifying authenticity and managing negative word-of-mouth.
Clarissa Rankin is becoming a celebrity on TikTok. But she's not the typical social media influencer who urges fans to buy products. Rankin is a truck driver who shares details of her work and life to attract more people into the industry.
"I do educational videos," says Rankin, an owner-operator with CloudTrucks. "I bring viewers into my home... showing how I prepare my truck, how I meal prep, and how I get my family settled before I leave."
As labor constraints continueto be the biggest concern in the freight industry, companies have had to get creative in their recruiting.
Peer-to-peer crowdsourcing driven by social media is becoming a popular strategy for truck driver recruiting. Conversion Interactive Agency, an advertising firm, has been practicing this method for itself and its clients.
"We have some drivers who are very successful on Facebook," says Steve Sichterman, vice president of ConversionU, Conversion Interactive Agency's transportation-focused division. "At the end of the day, we're trying everything we can to attract drivers."
The transparency of peer social media interactions demystifies the industry and builds a sense of camaraderie among truck drivers, which could make the job more appealing to potential candidates.
A fresh look at referral programs
Social media crowdsourcing is essentially a form of referral—a practice that has existed for decades.
"This isn't new; it's just that the tools people use are different, or more advanced now," Sichterman says.
Some of those tools include apps like RocketCDL, where drivers can recruit peers via their phones and just as easily find out when a referred driver is hired.
"At the end of the day, we're trying everything we can to attract drivers."
Steve Sichterman
Vice President of ConversionU at Conversion Interactive Agency
Many carriers have bonus programs that pay existing employees for successfully referring new drivers. Wendy Bartz, director of sales and services at DriverReach, a recruiting and retention software company, explains that employees should be reminded of bonus programs regularly, not just during new hire orientation.
Regardless of the specific method, referrals are a primary way fleets find new drivers. According to Sichterman, a few years ago, driver referrals accounted for about 40% of carrier hires.
Managers like that referred drivers have already been vetted by existing employees.
"We want people who are similar to your current drivers, and you also get higher-quality hires," he says.
Referral bonus programs don't have to be a new expense; it's possible to fund them by adjusting some budget items.
"Instead of putting ad spend into advertising, take some of that ad spend and give it to your current drivers," Bartz says. "You can't put all your eggs in one basket. You have to diversify into multiple areas, whether it's marketing, ad campaigns, referrals, or rehiring."
@clarissarankin #womenempowerment #itstruckerslifebaby @qu33n_3boni3 #ladiestruckers #girlmagic #owtspokencollection #cdldriver #classA ♬ I Get to Love You - Lyndsey Elm
Bartz also observes an increase in transportation companies giving away big-ticket items like boats and vacations to attract and retain employees.
"We always think it's money, but tangible rewards are happening too," she says.
However, crowdsourced recruiting has its downsides. Duskee Kassing, director of operations at Dot Transportation (a subsidiary of Dot Foods), says it's hard to tell whether someone on social media is being paid or posting genuinely and unsolicited.
Sichterman notes that some people bash companies on social media over a single negative experience, but the impact can be far-reaching.
Simple and effective
Experts say that for well-run fleets, allowing employees to interact with peers on social media may do more good than harm. As the freight industry tries toimprove its reputationand attract groups currently underrepresented in the industry, platforms with broad reach may help spread the word.
"A lot of people are scared of trucking," Rankin says. "I try to make sure that on my platform, people see the full picture of the industry... I let them see everything truck drivers really go through."
Rankin especially wants to reach women.
"I really want to show women that they can do this too," she says. "We really need to increase the percentage of women in trucking, which is only 9%."
Compared to other transportation occupations, women make up a small share of the driver workforce
Dot encourages employees to post personal content on social media about their trucking experiences and feelings about their jobs. Kassing says she notices more drivers using YouTube to talk about work life.
Although the company doesn't manage a formal crowdsourcing program, it does provide peer recruiting materials for drivers who ask, including T-shirts with the Dot logo and recruiting website.
Crowdsourcing as a truck driver recruiting practice is likely to continue or even grow, for two reasons: it's simple, and it works.
"A lot of women say, 'I never noticed truck driving before you came along.' They pay more attention now because I showed them behind the scenes," Rankin says. "The word is really getting out."
Note: This article has been updated to reflect that DriverReach is a software company.