Ways to Target Truck Driver Prospects on Facebook

Pat Hightower is the vice president of business development at the Hightower Agency. Hightower has over 25 years of experience in the business sector, with a strong background in sales management and has served as a member of the board of directors for the Hightower Agency for 19 years.

 The Hightower Agency was established in 1990 as a full-service advertising agency specializing in truck driver recruiting. Headquartered in Madison, Mississippi, with offices in Garrison, Iowa and St. Louis, Missouri, Hightower has been twice recognized as a "Fast 40" company by the Mississippi Business Journal. Learn more about their recruitment advertising services at www.hightoweragency.com.

Are you looking to...?

  • Target and reach a specific audience
  • Communicate with driver prospects
  • Build brand awareness
  • Generate qualified apps

Believe it or not, Facebook is a great place to do all of the above. BUT, you have to do more than create a mediocre page and post a few times a week to recruit truck drivers on Facebook. To succeed on social media, you need to implement targeted techniques in order to precisely reach the right people at the right time.


There are a few tools that can help you meeting your advertising goals, especially when combined valuable driver recruitment knowledge. Let's take a look at the more simple campaign objectives available:

  • Send traffic to your website 
  • Increase conversions
  • Boost your posts
  • Promote your Facebook page
  • Increase video views

These various ad types allow you to set targeting parameters, such as location, age, gender, and interests. For example, if you have Flatbed opportunities in Miami, FL, set your targeting to a 10+ mile radius of Miami, age 21 - 55, interested in truck driving and/or job seeking. Don't forget to include a call-to-action! Once created, your ad will be served to driver prospects on Facebook, the platform with 1.12 billion mobile monthly active users.

These are pretty basic--and fantastic--ways to reach your audience and grow truck driver leads. Now, let's take a look at some advanced techniques:

Custom Audiences

Sometimes the most valuable audience is one you already have a connection with. This tool allows you to connect with your existing contacts on Facebook. If you have a solid contact database, you can securely upload your lists, then create engaging ads designed for these groups of people.


Remarket to potential drivers based on the actions they take on your website. Through remarketing, you can reach your website visitors when they visit Facebook. To reach qualified candidates even more precisely, target prospects who visited your website but didn't apply. This is an excellent method to recruit truck drivers with remarketing and put your brand in front of them again.

SEE ALSO: Retargeting on Facebook to Recruit Truck Drivers

Conversion Tracking

When there’s a specific action you want people to take when they see your ad, such as filling out an application, you can set up conversion tracking pixels on your website. Once it's set up, conversions will be reported to you so you know exactly how many high value actions have happened as a result of your ad campaign.

Whether your goal is to drive traffic to your landing page and optimize for conversions, generate buzz surrounding an upcoming job fair, remarket to your website visitors, target your driver lead database, or improve your social activity, there are a variety of options to help you meet your driver recruitment goals.

Like other advertising channels, we suggest monitoring your ad campaigns and running A/B tests to improve future performance and maximize ROI.

The Hightower Agency is one of the best driver recruitment agencies. As one of the top recruitment agencies in the trucking industry, we offer a wide variety of driver recruiting services. Our driver recruitment consultants can get your company where it needs to be.