{"id":2990,"date":"2019-06-29T16:56:33","date_gmt":"2019-06-29T14:56:33","guid":{"rendered":"http:\/\/en.advancedfleetmanagementconsulting.com\/?p=2990"},"modified":"2019-06-29T16:56:33","modified_gmt":"2019-06-29T14:56:33","slug":"2990","status":"publish","type":"post","link":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/2019\/06\/29\/2990\/","title":{"rendered":"How to Recruit Drivers Through Facebook"},"content":{"rendered":"

\"There<\/p>\n

There are many social media platforms out there. But the vast majority of truck drivers are on Facebook, which is where you should focus your recruting and retention efforts, experts say. photo:\u00a0Gettyimages.com\/tnrsmr<\/p>\n

How to Recruit Drivers Through Facebook<\/h2>\n

You have a powerful driver recruiting and retention tool sitting at your disposal. However, it\u2019s a tool you make not like very much \u2013 and one that can actually cause you a great deal of problems if it\u2019s not managed properly.<\/p>\n

It\u2019s called social media. And Tom Robb, the Truckload Carrier Association\u2019s associate director of education, recently hosted a webinar to tell fleets how to better use social media platforms to attract new drivers, keep the ones they have, and boost their companies’ overall visibility.<\/p>\n

Moderating the panel discussion was Jane Jazrawy, CEO of CarriersEdge, which helps produce TCA\u2019s Annual Best Fleets to Drive For program.<\/p>\n

Jazrawy noted that each year, CarriersEdge reviews the social media actions of nominated companies and has identified a top tier of performers in the medium. Among them are Epes Transport System, which had Vice President of Driver Recruiting Melissa Nishan as a panelist on the webinar, as well as Kenneth Moore, a former driver turned operations analyst for Maverick Transportation, and Maverick\u2019s marketing supervisor, Callie Heathscott.<\/p>\n

To begin with, Jazarwy noted the obvious \u2013 that not everybody is in love with social media today, particularly Facebook. \u201cSocial media is a plague,\u201d she said. \u201cWe hear that a lot. And it\u2019s understandable. Facebook in particular has been under fire lately for ‘fake news’ problems. And fake news is not just an issue with political campaigns. Companies also face problems on social media \u2013 again, Facebook in particular \u2013 with fake news issues. Trucking companies can get bad press, often for just simply existing. So at the very least, it\u2019s worthwhile to learn how to use your social media pages to educate your employees, customers and the general public, as well as how to combat negative posts that can damage your image.\u201d<\/p>\n

\"Three-fourths
Three-fourths of Maverick’s drivers follow the company on Facebook \u2013 and many potential drivers as well. Screenshot from Maverick’s Facebook page<\/p>\n<\/figcaption><\/figure>\n

According to Jazrawy, 76% percent of drivers use social media. The vast majority are on Facebook, far more than any other social media platform. In fact, she noted that the second most popular social media platform used by drivers is YouTube, but only 18% of drivers say they visit the site. For that reason, she advises fleets interested in boosting their social media presence to concentrate primarily on Facebook.<\/p>\n

Around six years ago, Jazrawy began to notice that certain companies did really well on Facebook, while many others did poorly. \u201cI started seeing small fleets with only 200 drivers \u2013 but they had thousands of followers on Facebook,\u201d she said. \u201cAnd I began to wonder how they did that.\u201d<\/p>\n

One quick way to determine if your social media efforts are bearing fruit is to find out how many of your drivers actually follow your company on social media. Jazrawy said several recent TCA Best Fleet honorees have outstanding programs, including Keller Trucking, which has a whopping 85% of its driver force following it on Facebook; Bennett Trucking, with 78% of its drivers following the fleet; as well as Maverick with 74% of its drivers following the company, and Nussbuam Transportation which has 70% of its drivers as Facebook \u201cfriends.\u201d<\/p>\n

If your social media efforts are lagging, Jazrawy said an easy place to start is using your page to tell stories. \u201cNothing is more powerful than a good story,\u201d she said, citing a line from the last episode of \u201cGame of Thrones.\u201d \u201cAnd that is true for Facebook too. Use pictures and videos as well to paint a picture of the life and culture and people at your fleet.\u201d<\/p>\n

Social Media is the New Phone Call<\/h3>\n

When it comes to recruiting drivers, Jazrawy said it is important to understand that social media today is the new phone call. Drivers who are interested in a fleet now go on Facebook first to get more information. And if they like what they see, they follow that up with asking questions on comment sections. \u201cDrivers are always watching,\u201d she added. \u201cMaverick has between 1,600 and 1700 drivers, but\u00a0over 106,000 followers on Facebook. And I know of a small fleet with only 35 drivers that has over 500 Facebook followers.\u201d<\/p>\n

All the more reason, she said, to pay attention and engage with people on your Facebook page and put new content out as often as is feasible.<\/p>\n

Melissa Nishan at Epes said that when she took over the fleet\u2019s Facebook page, the primary concern from management was about watching for and controlling negative content. \u201cSo I took ownership of it,\u201d she said. \u201cWe all put it on our smartphones and started responding to posts in the evenings as well as during business hours.\u201d<\/p>\n

Today, Epes social media outreach is so big, the company had to outsource its management to a marketing agency. But the overall thrust of the company\u2019s page remains true to Nishan\u2019s original vision. \u201cYou have to come up with engaging content,\u201d she stressed. \u201cAnd it shouldn\u2019t always be just about your company or trucks. Share random, humorous and interactive posts that add ‘likes’ and followers, and just take it from there.\u201d<\/p>\n

Heathscott said that 24% of Maverick\u2019s new driver hires so far this year came from Facebook. \u201cAnd the leads and data we have coming in are growing exponentially. We recently had to hire a new social media professional to help us keep the leads growing and track them through our system and hopefully into the hiring process.\u201d<\/p>\n

Like Nishan, Heathscott said taking ownership of social media is critical for success. \u201cVideos and pictures get way more clicks than text,\u201d she noted. \u201cSo feature your drivers. Take pictures of them so that someone who wants to work at your company can see them doing the things that make them happy. We recently had a driver who had a baby. The baby was born at 10 p.m., and we had pictures of the new family up on our Facebook page before midnight.\u201d<\/p>\n

The overall mission, however, is a constant: Create a Facebook page where your employees and potential employees can see what kind of company \u2013 in essence tell your company\u2019s story in real time to the real world. If you have an interesting story to tell, that attracts people. And the more people who are watching what you do and how you do it, the larger your potential recruiting pool becomes.<\/p>\n

by Jack Roberts<\/a><\/p>\n

Source: https:\/\/www.truckinginfo.com<\/a><\/p>\n

\"JMF\"I\u00b4m\u00a0a Fleet Management expert, and the manager of\u00a0Advanced Fleet Management Consulting<\/a><\/strong>, that provides Fleet Management Consultancy Services.<\/p>\n

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Advanced Fleet Management Consulting, en colaboraci\u00f3n con Jaltest, GantaBI, Optimatics y Transporte Profesional, organizan el \u201cCurso para la Gesti\u00f3n de flotas de veh\u00edculos\u201d con el fin de formar a los profesionales en gesti\u00f3n de flotas a tomar una visi\u00f3n global y conocer todas las actividades y factores clave involucrados en la gesti\u00f3n de una flota de veh\u00edculos. El curso es \u00fanico en Espa\u00f1a y presenta un enfoque innovador al desarrollar una metodolog\u00eda propia para la gesti\u00f3n de flotas de veh\u00edculos.<\/p>\n

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\"\"<\/p>\n<\/article>\n","protected":false},"excerpt":{"rendered":"

There are many social media platforms out there. But the vast majority of truck drivers are on Facebook, which is where you should focus your recruting and retention efforts, experts say. photo:\u00a0Gettyimages.com\/tnrsmr How to Recruit Drivers Through Facebook You have a powerful driver recruiting and retention tool sitting at your disposal. However, it\u2019s a tool…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[18],"tags":[133],"_links":{"self":[{"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/posts\/2990"}],"collection":[{"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/comments?post=2990"}],"version-history":[{"count":0,"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/posts\/2990\/revisions"}],"wp:attachment":[{"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/media?parent=2990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/categories?post=2990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advancedfleetmanagementconsulting.com\/eng\/wp-json\/wp\/v2\/tags?post=2990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}