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 a trucking company looking for qualified drivers? You may want to check out these quick tips for creating the perfect social media post to recruit truck drivers.
First, let's look at some stats:
So what does this all mean? It tells us trucking companies should be including social media marketing in their driver recruitment mix. But do you know the best ways to recruit drivers on social media? In a world jammed packed with technology and advertisements, it's easy for your message to get lost if you're not implementing best practices.
The solution: you need interesting, relevant, sharable content to catch the attention of prospective truck drivers. To improve your recruitment strategy and build brand awareness across the social web, take a look at these tips on how to make the perfect post.
Tip 1: Pass the Re-Share Test
Social media is a place where people find interesting content, and share that content with their friends who may also think it's interesting. Your company can reach more drivers by creating shareable content.
Post content your followers just have to share. Know your audience and determine what they want to see, and give that to them. This will engage them, resulting in more shares, retweets and exposure for your brand.
Tip 2: Be Valuable
When creating social media posts, offer valuable information. Provide your audience with useful content that will answer their questions. Tell them what is happening here and now that could affect their lives. Whether it's related to the trucking industry or just something that would engage your followers, useful and relevant content will go far.
Tip 3: Be Bold
Be bold and show others what you stand for. Now, some people may disagree and say you shouldn't reveal opinions and what not, but that's what real people relate to. That's what engages people and gets them to notice you.
Showing what you stand for makes you more real and interesting. We aren't suggesting to post on touchy subjects, but use your best judgement and don't be afraid to be bold at times. In a professional manner, go beyond the boring, standard posts and tell the world what you're all about.
Tip 4: Be Brief
Nobody wants to read a long paragraph of text in their Facebook News Feed. Good news is Twitter has a 140 character limit, so you really don't have a choice there. But on the other social networks, write short and to the point. Here are some brief (literally) tips:
- Keep headlines to 50 characters
- Keep text to a 3 sentence max
- Use bullet points and short lists
- Use active voice
People are busy; when you keep your posts short, people will read them because they have the time to do so.
Tip 5: Be Visual
If there's one tip you take away today, make it this one: always use big visuals on every post. When it comes to making an impression on Facebook, Twitter, Google+ and other social networks, BIG graphics are key. It doesn't take much effort to include a photo, and it makes a huge difference.
Social media users will notice your animated posts over those with purely text and/or a link. Here are best practices for incorporating visuals:
- Use bright, contrasting colors -- Facebook, Twitter and LinkedIn are blue and white. Using images that contrast these colors and stand out.
- Use photos of pets and babies -- Everyone loves them!
- Use faces and happy people -- Humanize your posts. It makes your message more relatable.
Tip 6: Post Often
Your social media fans followed you for a reason and want to hear from you. Utilize those social networks you worked hard creating and post frequently (only if it's shareable, valuable, bold, brief, and visual!) It improves your driver recruitment strategy when you keep followers informed with interesting content.
Also, you don't want potential truck drivers visiting your Facebook or Twitter account for the first time and noticing that your last update was two weeks ago. That's not a good first impression. Plus, if your page looks inactive they probably won't engage with your brand.
Since truck drivers have unique work schedules, there's no magic number for the best time of day to post to ensure your followers will see it. We suggest running some A/B tests, and looking into your social media insights to gauge when your audience is active on social media.
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.