The Do’s and Don’ts of Driver Advertising
CDLSuite Jun 02, 2016
When it comes to driver recruiting are you advertising for the drivers want or filtering out the drivers you don’t want.
When driver recruiters post job advertisements they are often unable to resist the temptation to ramble off a list of all of the things that they DON’T want in a driver, as opposed to focusing on the things that they have to offer a driver.
Imagine mega advertiser like McDonald’s spending over a million dollars on a three minute ad and then using part of that valuable time listing off all the things they don’t want in a customer. “Not accepting health-conscious customers”. “No free meals allowed” “Not offering fine-dining”…
Recruitment advertising is no different. When you buy any kind of advertising you are purchasing two things. You’re buying costly space in the publication that you’re advertising in, whether it’s a magazine ad or an advertisement on the Internet. You’re also buying the limited attention of your target audience. In most cases your advertisement has only a few brief seconds of the audience’s time to capture their interest before that ad is dismissed. Getting their attention can be expensive and that precious time must be used wisely. We often see driver recruitment ads that list things such as “No more than 3 moving violations in the last 24 months “, “No serious moving violations within the last 3 years”, or “No preventable accidents within the last 36 months”.
While these items are very important on the evaluation phase they do little to sell your job opportunity. For that reason we always discourage driver recruiters from using their costly advertising time to tell drivers the things that they don’t want in a driver. While no carrier wants to waste time talking to every driver who applies, your ads should not be used as your gate-keeper. Those “don’t want” statements tend to distract prospective drivers from focusing on the real benefits of your job opportunity and your company. Anytime you get the chance to include more words in your advertisement, it is recommended that you try to come up with additional positive things to say about your open job opportunity. Don’t waste your paid advertising space on filtering.
Limit your job postings to the wonderful things that would appeal to a prospective driver. You’ll have plenty of time later on in the process to eliminate the applicants that you don’t want. Preventing rejects from ever applying for your job in the first place might sound like an excellent time-saver for you, but those long lists of “don’t wants” tend to discourage all drivers, including the qualified drivers. “Don’t wants” can sometimes cast a negative shadow on your great opportunity and signal to prospective drivers that you may be an overly rigid company.
In summary, minimizing the inquiries you receive should not be the objective of your driver job advertisement. Job advertisements should be used to promote your opportunity and your company. Everyone clearly understands that good companies certainly need to have sound hiring standards. However, no driver has ever accepted a job just because the company had a good rejection policy.
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