The information superhighway has been rolling for decades and continues to grow.

At times it might seem overcrowded, noisy, confusing, and maybe even unreliable. Perhaps you have a method of hiring drivers in place you’re comfortable with, and the thought of change isn’t an option. Perhaps you feel safe staying in your lane.

Perhaps there is a better way.

Competition for a safe, experienced driver is coveted across the board and the numbers speak for themselves. The forecast of the driver shortage is anticipated to jump to 100,000 by 2023. What fleets are offering seems to vary everywhere you look. And drivers know it.

You need to reach them.

You need to retain as many drivers as possible, reduce employee turnover, hire competent employees, ensure a high safety rating, and maintain compliance to ensure high profits. So where does digital marketing come into play and how can it be used to elevate your fleet?

In this blog, we'll touch on what digital marketing is, and how it can be used to recruit your next driver – and not just for a little while – for the long haul. Let's get to it.

What is Digital Marketing?

Digital marketing promotes brands to connect with drivers using the web and other forms of digital communication. This isn’t limited to social media, web-based advertising, and email campaigns, but can also use text and multimedia messages as a marketing channel. There is a wide range of options available but remember: it can all be tailored to what your needs are.

Why Should I Use Digital Marketing?

As reports indicate, there are more than 3.4 billion people actively using social media alone. Around 83 percent of social media usage is on a mobile device compared to 15 percent from laptops or desktops. 63 percent of drivers said they use Facebook, 54 percent for YouTube, and the remainder of platforms such as Linkedin, Twitter, Instagram, and Pinterest average around 14 percent, respectively.

This is a huge opportunity for you to get your message out there. The ability to communicate it in a way that will increase the likelihood drivers will not only see it — and engage with it — cannot be underestimated. Here are a few benefits:

• Reach an enormous audience that is both cost-effective and measurable;
• Get to know your audience personally which can help to create driver loyalty;
• Easily track and monitor your campaigns, allowing you to adapt and drive better results;
• Show your candidates what your company is made of;
• Higher return on investment.

Your current drivers are your best advocates in recruiting a new team member. They can join you in promoting a unified front on the digital marketing landscape to advance the environment you’ve created. A potential lead that sees that everyone at your company has bought into the culture can make all the difference between that candidate reaching out to you, or not.

Don’t Forget About the Next Generation

Getting ahead of the curve to market to Gen Z and Millennials is vital for your recruiting efforts. However, both use social media differently. Gen Z spends almost 4.5 hours a day on social media, with apps like Snapchat and TikTok leading the way. Millennials and the older generation prefer Facebook and messaging apps like WhatsApp.

Regardless of what drives these two groups to particular platforms, having this information will aid in your advertising efforts so you can strategically market your message directly to drivers – on their terms – where they will see it.

Here are some important things to keep in mind as you navigate the social media superhighway:

Competition. The landscape is busy with the need for good drivers. However, that just means your campaign should be carefully planned, stand out, grab attention and create an immediate impact on the drivers you are looking to recruit.
Negative feedback. Promoting your brand online can open you up to criticism. But, if you pride yourself on a transparent approach to your business, drivers will see that. Any negative feedback can be an opportunity to clarify and potentially convert.
Time. Advertising campaigns can take time. Consider taking your vision to experts that can handle everything for you. After all, you’re willing to invest in the right areas, aren’t you?
Security and Privacy Issues. There are legal considerations around collecting and using data for digital marketing purposes. Again, implementing the assistance of a professional marketing team can mitigate this liability.