Attracting drivers through authentic digital content — Taking the Hire Road

Attracting drivers through authentic digital content — Taking the Hire Road

One of the largest points for the freight business stays its slow-paced adoption of know-how, particularly with regard to recruiting, compared with different companies.

Jeremy Reymer, founder and CEO of DriverReach and host of FreightWaves’ “Taking the Hire Road” podcast, sat down with Jordan Kidd, director of IT, enterprise intelligence and advertising and marketing for FreightWorks Transportation and Logistics and government producer of the podcast “Life by the Mile” to debate the advantages of authentic content advertising and marketing for recruitment efforts.

“I seen the lack of know-how in the trucking business very early on — particularly, after I was reserving hundreds they usually requested me for my fax quantity,” Kidd mentioned. “Going from creating apps to utilizing a fax machine in my day-to-day work shortly gave me a actuality examine relating to the place we’re as an business.”

Being thrust into the business with little to no expertise, Kidd discovered himself using LinkedIn and Twitter as assets to maintain up with traits and practices. Because of that he considers these, amongst different digital content mediums, to be a few of the only methods to hunt and entice drivers.

FreightWorks is a small-to-midsize service with roughly 150 vans and rising — “massive sufficient to ship however sufficiently small to care,” in keeping with Kidd. 

The firm prides itself on the potential to compete with bigger carriers in terms of assembly the wants of drivers, boasting its one-on-one service to them.

“We are actually centered on working immediately with [drivers] as individuals, giving dignity and respect to them that isn’t usually given at most locations, sadly,” Kidd mentioned.

Today’s trucking world permits drivers to lookup corporations earlier than making use of or being interviewed. Therefore, placing data out there may be very important for a corporation to stay related and engaging whereas offering authentic visibility to drivers searching for a brand new employer.

Through his place at FreightWorks and involvement along with his “Life by the Mile” podcast, Kidd is taking over driver recruitment and promoting with a extra trendy strategy. The objective is to be an data supply for drivers and in the end entice extra of them.

“When I first stepped into my position at FreightWorks, we had been spending some huge cash on advertisements, as most carriers in all probability do,” Kidd mentioned. “But our total advertising and marketing efforts consisted virtually solely of advertisements, and we had no footprint on-line exterior of those advertisements. ‘Life by the Mile’ got here to us as a approach to create content from inside our firm and to market who we’re and what we care about — and it has been an ideal useful resource for drivers.”

Although not each firm must create a podcast, offering assets and data on social media and its web site is essential to staying aggressive in the labor market.

For extra details about FreightWorks, go to its web site. To pay attention or study extra about Kidd’s “Life by the Mile” podcast, go to

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Click for extra FreightWaves content by Britni Chisenall.

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About the Author: Amanda