What does it really take to recruit CDL drivers in today’s world? The past few years have felt like a wild rollercoaster: from the COVID-19 pandemic shutting down the economy to predictions of increasing freight rates for 2025. To stay competitive, fleets must adapt quickly to the rapidly changing landscape. Now, each quarter seems to bring new challenges for both rookie and seasoned recruiters aiming to keep their fleets robust and hiring numbers strong.
Here at DriverReach, we’re riding this rollercoaster right alongside you. We're constantly fine-tuning our platform to be super helpful and a breeze to use—even when the market feels unpredictable, or new compliance measures come your way. Our users can't stop raving about how straightforward our tools are and the fantastic support they receive from our team.
"We’re here to guide our users in fine-tuning their approach to really make the most of every lead. It’s not about secret formulas; it’s about setting our users up to succeed and get the best bang for their buck."
- Shannon Bitzan, Manager of Recruitment Services
Key Challenges in CDL Driver Recruitment
The trucking industry is undergoing major shifts in multiple areas of operations. While certain issues, like an aging workforce, impacts every industry, trucking deals with a few additional challenges:
- Driver Shortage: A chronic lack of qualified CDL drivers creates intense competition for talent, leaving many fleets understaffed. And, obtaining a CDL license requires significant time and money, discouraging potential candidates.
- Burnout & Turnover: Physical and mental strain from demanding schedules contributes to drivers leaving the industry. High turnover rates mean fleets must continuously spend on recruiting and training new drivers.
- Operational Costs: Increased fuel prices, insurance premiums, and regulatory compliance costs can reduce profit margins. Accidents and DOT violations are costly, which makes managing compliance a critical (but difficult!) part of the fleet's day-to-day.
Naturally, how to recruit qualified CDL drivers at a lower cost-per-hire is a top priority for fleets. That’s why Shannon and Jenna, two DriverReach team members, are here to share their recruiting and marketing tips. Get their expert insights on the latest in recruitment, how to keep drivers happy, the coolest marketing tips, and the general vibe in the industry right now. We’re diving deep into what's really on the minds of carriers these days and the kind of tricks and advice they're looking to share with recruiters eager to elevate their game.
Jenna and Shannon Share Their Top CDL Driver Hiring Moves
Jenna emphasizes the importance of keeping things simple and direct in recruitment ads. “You’ve got a super short window to grab their attention,” says Jenna. She underscores the need to highlight what’s truly important to drivers—like pay and home time—and to skip less enticing perks like on-site gyms. “Focus on what really matters to them, ensuring the job pays well and fits their lifestyle.”
Shannon recommends tailoring ad copy to suit the platform. “What works on LinkedIn might not make a splash on Facebook. Keep it snappy and on point. On mobile, you get just a quick moment to make an impact.”
Building on Jenna and Shannon’s insights, refining your approach to digital marketing in recruitment can significantly increase your effectiveness:
Leverage Industry-Specific Data
Track which of your job ads get the most applications and which are overlooked. Use this information to tweak your ads, focusing on benefits like sign-on bonuses or flexible schedules that attract more drivers. Test different versions of ads to see what works best and refine your approach based on the results.
Optimize Job Posts for Search Engines
Include common terms that truck drivers use when searching for jobs, like "CDL" or "home daily," to make your job postings more visible on search engines and trucking job boards.
Implement Retargeting Strategies
Use retargeting to keep showing your job ads to people who visited your website but didn't apply. This keeps your jobs top of mind and encourages them to come back and apply if they initially hesitated.
Promote Your Company Culture
Highlight your commitment to driver safety and support. Share stories about your current drivers' experiences and emphasize the respectful, supportive environment your company offers. Adding video testimonials from the team to the website is a fantastic way to build your brand.
Utilize Video Content
Create videos that showcase the daily life of your drivers and the benefits of working with your company. Videos can provide a realistic view of what candidates can expect, making your job offers more attractive.
Ensure Prompt Follow-Ups
Make sure your recruitment team responds quickly to any inquiries and applications. Fast and engaging communication shows you value the drivers' time and can increase the chances they'll choose your company.
Employee Referral Programs
Who doesn’t love rewards? Driver referral programs are a proven way to boost hiring because drivers trust recommendations from their peers. Need guidance? Our interview with RocketCDL and WorkHound has expert tips on building a successful truck driver referral program.
Recruitment Channels
Fleets that use a combination of old and new school marketing channels tend to find and hire the best CDL drivers. A recent DriverReach survey from November 2024 found that the majority of fleets rely heavily on building a strong brand to recruit new drivers:
Simplify the Application Process
Driver applications? Make them mobile! Keep job applications simple, straightforward and above all, digital. Mobile-optimized applications have higher completion rates and all the details transfer smoothly to Driver Qualification Files for seamless compliance.
How DriverReach Puts You in the Driver's Seat
Beyond rolling out the industry’s first full-fledged Contact Management System (CRM) coupled with an Applicant Tracking System (ATS), we go the extra mile. Our services range from savvy marketing (Attract), to seamless driver recruitment (Engage), thorough background checks (Verify), and ensuring everything ticks like clockwork (Comply). These offerings aren't just about stepping up your recruiting game—they're about educating, supporting, and partnering with you to sculpt a more robust and resilient industry.
Supercharge Your CDL Recruiting with Attract
Shannon and Jenna aren’t just recruiting professionals. They’re also part of DriverReach’s Services team, and work on the Attract product. Let’s explore more of how Attract helps fleets when it comes to hiring CDL drivers.
So, what’s the big deal with Attract? Well, it’s tailor-made for those looking to finesse the dough they’re tossing into advertising and marketing for new driver candidates. It’s perfect for teams ready to snag new leads and start hiring fast—but maybe struggling to nail the right mix of ad placement, wording, spend, and frequency to snag optimal cost-per-lead. When new customers finish their onboarding with DriverReach, they can then have access to DriverReach's Services Suite, one of which focuses specifically on advertising and marketing.
Shannon, Manager of Recruitment Services here at DriverReach, emphasizes the awesome perks of combining solid onboarding with expert marketing guidance. “Starting strong with good onboarding before diving into marketing really opens up educational benefits,” Shannon explains. She points out that users who fully embrace onboarding tend to wield their marketing budgets more effectively and dodge common pitfalls. “Skipping onboarding and jumping straight into marketing, or bypassing our help and just using the ATS, often leads to missed opportunities.”
Shannon talks about the teamwork between the onboarding crew and marketing aces like Jenna, DriverReach’s Customer Marketing Specialist. “It’s not just that Jenna and I know our marketing chops—though we’d like to think we’re pretty sharp! The real magic bubbles up because we’re all about backing our users from square one.”
This dynamic duo ensures that users know how to use the system and how to deploy strategies that maximize returns. “We’re here to guide our users in fine-tuning their approach to really make the most of every lead. It’s not about secret formulas; it’s about setting our users up to succeed and get the best bang for their buck,” Shannon shares, illustrating the depth of support DriverReach provides.
Drive Success With Right CDL Recruitment Tools
As the trucking industry undergoes seismic shifts in technology, industry partners like DriverReach are here to make the future bright for fleets. Modern software helps trucking companies with faster verifications of employment, cloud storage for compliance documents, advanced reporting with actionable data, and a smoother hiring experience for CDL drivers.
Ready to get a partner in your success? We're here for you! Set up a demo today to see how DriverReach can support your recruiting, hiring, and compliance needs. Or, speak with our team to get your free recruiting audit and figure out where you're falling behind and can catch up.
FAQs
What is the best way to market to CDL drivers?
Focus on where they spend their time, like social media, trucking forums, and job boards. Highlight what makes your company stand out, such as competitive pay, home time, and benefits. Make your messaging clear and driver-focused, and consider using referral programs to spread the word.
What is the best way to recruit truck drivers?
The best way to recruit truck drivers is by building trust and showcasing your company’s commitment to drivers’ well-being to become a destination employer. A simple, mobile-friendly application process and clear communication can also make a big difference.
Is it hard to recruit truck drivers?
Yes, recruiting truck drivers is challenging due to the ongoing driver shortage and high turnover rates. Many drivers are looking for better pay, respect, and work-life balance, so companies need to stand out to attract them. It requires creative marketing and a strong focus on driver satisfaction.
How do I hire more truck drivers?
Focus on improving driver experiences and offering perks like sign-on bonuses or flexible schedules. Tap into untapped talent pools, such as women or younger workers, and invest in CDL training programs to build a pipeline. Making drivers feel valued and supported will help attract and keep them.
