Effective communication is one of the most powerful tools your fleet can use to attract and retain professional drivers. In today’s landscape, there are opportunities aplenty to stay engaged with your people and recruits through email newsletters, blog content, social media, in-cab devices, and a growing list of other channels.
By leveraging these platforms and putting the right messaging and content consistently in front of your drivers, you can continue to connect with them, celebrate them, and promote your company as the place where they can thrive and build a long-term career. And while the methods may vary slightly, these communication efforts are highly applicable to both for-hire motor carriers and private fleets alike.
Here are a few of NTI’s best practices for implementing effective driver outreach and communication programs:
First and foremost, a play on a common sales mantra: ABR — always be recruiting. You should never stop selling and re-selling your company and showing drivers why they chose you, what they like about you, what their friends like about you, and why they want to stay with you.
Make sure to communicate all forms of compensation available, including incentives for fuel efficiency, safety, productivity, and performance, as well as referral bonuses, retirement programs, and insurance benefits. Use all the tools in your box to engage with drivers on pay. This is especially critical in a market like today’s, where drivers’ base pay may not be climbing and productivity is crimped, yet drivers are actively seeking ways they can make more money. Incentives that save the company money while also help drivers grow their paychecks are paramount. (We outlined six key strategies fleets can implement during a tougher freight market to accomplish both of those objectives. Read that free resource here.)
On social media, always show authenticity and passion. Highlight real people who work at your company and celebrate them. Tap someone who bleeds your company’s colors to manage social content, rather than a third-party vendor who posts bland, stock, or basic content. For private fleets, managing a social media presence can often be a little bit trickier than for for-hire motor carriers. After all, a for-hire carrier is a trucking company, so all of their social media content is about trucking and their drivers. A private fleet, meanwhile, is only one department of a much larger organization with a wide array of audiences and goals on social media.
So, to navigate that, NTI recommends that private fleets create social media pages and accounts dedicated solely to your private fleet operations. That way, your company’s transportation team and recruiters can have channels solely focused on promoting your fleet, connecting and engaging with your drivers and job candidates, and communicating information relevant to your fleet and your drivers.
Engage with drivers on training and career path development. Offer drivers the opportunity to learn other parts of the business and to develop new skills. Have opportunities for them to gain endorsements and move into training positions.
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If your fleet needs support in implementing these best practices, don’t hesitate to contact the NTI team. We can work with you and your stakeholders to create a tailored roadmap for your fleet.
