Key Strategies to Attract Top CDL-A Drivers

March 14, 2024

The trucking industry is constantly evolving, and staying in tune with the preferences and challenges of CDL-A drivers is crucial for trucking companies looking to attract top talent. A recent survey conducted by The Truckers News provides a wealth of information on what truck drivers value and the obstacles they face when considering job opportunities. Let’s break down these insights and see how they can inform better recruitment strategies for trucking companies.

1. The Application Process: Where Companies Lose Potential Candidates

The initial step for any job seeker is applying, but it seems this phase is fraught with deterrents for many. A notable 43.69% of those surveyed drivers, were turned off by the absence of salary information, and 32.04% were discouraged by vague job descriptions. Additionally, the need to create an account dissuaded 20.39% of potential driver applicants, and a lack of a direct contact option was a barrier for 2.91%. Only a small fraction (0.97%) found job searching itself challenging, indicating the real issue lies in the application process rather than job discovery.

To attract the best drivers, it’s clear that trucking companies need to prioritize transparency and ease in their job postings. Including salary details and comprehensive job descriptions can greatly improve application rates, as can streamlining the application process to remove unnecessary steps. At Truckers Flow, we’ve explored how the right visual content can catch the eye of CDL drivers. Whether it’s through engaging images or informative videos, getting your message across visually is crucial.

If you’re looking to enhance your job listings with content that appeals directly to CDL drivers, don’t hesitate to contact us for expert advice.

2. Email Marketing Missteps: Why Drivers Disregard Job Emails

Email remains a popular recruitment tool, but its effectiveness hinges on the message’s content. Over half of the truck drivers (55.47%) would ignore job opportunity emails lacking crucial job and pay information. Unsolicited emails annoyed 32.81%, and emails that felt too generic or came from unknown companies were dismissed by 7.81% and 3.91%, respectively.

The takeaway for trucking companies is to personalize their outreach. Emails should be direct, informative, and targeted towards drivers who have expressed an interest in such communications, ensuring the content resonates and feels relevant.

Understanding the impact of targeted communication, Truckers Flow employs a combination of email and SMS strategies to maintain engagement with drivers from the moment they submit their application. By adding a personalized touch, we help ensure that potential candidates feel valued and are more likely to engage with your company.

3. Keeping Up with Industry News: Drivers’ Preferred Sources

With the trucking industry subject to frequent regulatory changes, staying informed is key. A majority of drivers (56.93%) rely on industry publications and news websites, while 22.28% look to their companies for updates and training. Social media and forums are also significant, with 16.34% using these platforms for news.

These preferences underline the importance for trucking companies to utilize multiple channels for disseminating information and updates, ensuring drivers have access to the latest industry news through their preferred mediums.

To support this, we make regular updates on social media, sharing the latest industry news and insights. Our goal is to keep both drivers and companies well-informed, fostering a community that stays ahead of the curve in the trucking industry.

4. Cargo Theft and Security Concerns Among Drivers

Concerns about cargo theft and security are prevalent, with 37.7% of drivers encountering these issues occasionally and 9.42% frequently. However, a majority (52.88%) have not faced such challenges, highlighting varied experiences across the sector.

For trucking companies, addressing and communicating their security and safety measures is vital in reassuring drivers and potentially serves as a differentiator in the recruitment process.

5. The Influence of Employer Brand on Job Choice

The survey indicates the employer brand significantly impacts drivers’ job choices, with 29.26% viewing it as very important and 27.51% as important. This underscores the value of a positive company reputation and its role in attracting candidates.

Investing in a strong employer brand, characterized by transparency, a positive culture, and driver-focused policies, can be a key strategy in attracting and retaining skilled drivers

6. Remote Orientation: Drivers’ Mixed Feelings

With the rise of remote work options, orientation preferences are varied. A majority (61.89%) prefer in-person orientations, valuing the opportunity to meet employers directly. However, a considerable portion appreciates the convenience of online orientations (23.02%), with some (15.09%) indifferent to the format.

These findings suggest trucking companies should consider flexible orientation approaches that cater to diverse preferences, possibly integrating both in-person and online elements to accommodate all drivers.

Conclusion: Key Takeaways for Trucking Companies

The insights from The Truckers News survey offer valuable guidance for trucking companies aiming to refine their recruitment approaches. By addressing drivers’ concerns and preferences revealed in the survey, companies can enhance their appeal to potential applicants, ultimately securing the talented drivers essential for their success. Understanding and acting upon these insights is not just advantageous; it’s critical in the competitive landscape of trucking recruitment.

Unlocking the Secret to Attracting CDL-A Drivers

1. The Application Process: Where Companies Lose Potential Candidates

2. Email Marketing Missteps: Why Drivers Disregard Job Emails

3. Keeping Up with Industry News: Drivers’ Preferred Sources

4. Cargo Theft and Security Concerns Among Drivers

5. The Influence of Employer Brand on Job Choice

6. Remote Orientation: Drivers’ Mixed Feelings

Conclusion: Key Takeaways for Trucking Companies

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