How NOT To Recruit Owner Operator Drivers (Part 2)

April 4, 2013

Truck Driver in Semi TruckSix More Tips From Three More Experts

If there’s one thing I heard at MATS this year, it’s that recruiting Owner Operators is tough as it’s ever been. Which shouldn’t surprise anyone. After all, as I noted in my first post on the topic, the total number of Owner Operators in the market is (by some estimates) 1/3 what it was just before the recession began in 2008.

Which is why, more than ever, it’s important to avoid the mistakes that can make or break an Owner Operator’s decision to join your company. And why I received enough responses to one simple question (“What are the common mistakes you’ve either made yourself, or seen others make?”) to fill two posts.

Which leads to our second six tips:

CAROL GIBSON CareersInGear.com

1)  Don’t ask for Social Security Numbers online. In this age of Identity Theft, Gibson notes, people are constantly being warned not to give-out their Social Security numbers—particularly online. “Asking for that information on your job app will automatically run-off a significant percentage of prospects.”

2)  Don’t make your only application a long one. Owner Operators know they’re in great demand. And, Gibson notes, they’re typically pressed for time. “Think about it: If a driver’s looking to make a switch, how likely is he to take the time to fill-out a 10 to 15 page app (much less several), when he can answer a few key questions in a short form?” The point is to facilitate contact, because what you really want to do is get a driver on the phone.

JAMIE ADCOCK Target Media Partners

3)  Don’t focus on pre-qualifying drivers. Too many recruiters, Adcock notes, are pressured to fill seats—rather than focusing on driver-prospect needs. “Retention is just as important to your numbers as recruiting. So by focusing on making quality hires, you’re ultimately building quantity.”

4)  Don’t overlook “the little things”. Again, Owner Operators are busy. So anything you can do to make it easier to switch from their current company—from helping fill-out their paperwork to buying their plates—increases your chances of success. And, it goes without saying, doing the so-called “little things” (like offering annual hire-date recognition and rewards) can make all the difference in retention.

ERIN WHALEY Hare Communications

5)  Don’t rush the hiring process. The hiring Life Cycle for an Owner Operator is a relationship-building process that usually takes weeks, even months. Good recruiters understand that, and avoid pushing drivers to make on-the-spot decisions during initial conversations. That tactic scares-off a lot more Owner Operators than it attracts.

6)  Don’t make vague promises. Owner Operators are reflexively skeptical of companies—because nearly every driver will tell you he’s been burned in the past. So be upfront with the details—starting with your advertising. Make your ads and job postings specific—particularly where pay, home time and miles are concerned. And don’t be afraid to admit, during conversation, that your company isn’t perfect. Nobody is. The best Owner Operators know that. They’ll respect you for being honest. And earning a driver’s respect is the first big step toward a successful hire.


FOR FURTHER READING:

How NOT To Recruit Owner Operator Drivers (Part 1)

Five Steps For Recruiting Owner Operator Truck Drivers

Better Branding Maximizes Truck Driver Recruiting Effectiveness

4 Ways Oakley Maximizes Driver Recruiting And Retention

Leave a Comment » | Advertising, Communications, Digital Marketing, Driver Retention, Media Advertising, Owner Operators, Recruiters | Permalink
Posted by francishare

How NOT To Recruit Owner Operator Drivers (Part 1)

March 19, 2013

Truck Driver in Semi Truck

Six Tips From Three Experts

It’s no secret that recruiting Owner Operators is harder than ever. By some industry estimates, the total number of Owner Operators in the market is 1/3 what it was just before the recession began in 2008.

Not only that, says CareersInGear.com’s Carol Gibson, Owner Operators are less likely to switch companies now than they were just last year. “Freight’s good for Owner Operators now, so why would they leave—particularly if they’re with companies who took care of them when freight was down?”

Which made me think that now might be a good time to ask a few experts (including yours truly) for specific lessons they’ve learned—either from others, or from experience—in recruiting Owner Operators over the years.


FRANCIS HARE - TalkingTruckers.com

1)  Don’t underestimate the challenge. You have to invest more to attract Owner Operators than you do to recruit Company Drivers. Particularly if you’re just now entering the Owner Operator market. That starts with developing a powerful brand message that sets you apart from the competition. A message that’s communicated consistently, from your print and online ads to the “talking points” your recruiters use during telephone interviews.

If your brand isn’t well-established, the only way to overcome that disadvantage in the short term is with a truly superior offer, IE: Significantly higher pay or sign-on bonuses; or maybe an especially competitive Lease Purchase program. And don’t even think about recruiting Owner Operators without a solid referral program.

2)  Don’t change your message in mid-stream. One of the most important reasons to think through your messaging strategy is because it takes time to establish that message in the market.

Common ad-world wisdom holds that someone has to see your message three times before it sinks in—so if you change your message, it’s like starting over from scratch. Particularly with online job boards—where every content change drops you down the queue in maximizing your job posts’ prominence on the web, and frequent changes will pretty much keep you stuck at the back of the line.

Bottom line: Develop a strong selling message and offer. Then give it enough time to start working. And don’t panic if it doesn’t generate immediate results. You’ll only make the situation worse.


JEFF GRAY - Randall Reilly

3)  Don’t limit your advertising to one medium. Different generations access information differently. While there’s been a decided movement in spending toward online job boards, Gray notes that the truck driving population is aging. “The youngest Boomers will be 50 by the end of 2004, and studies clearly indicate that older drivers (who are typically not computer savvy) are much more apt to seek job info from print sources.”

4)  Don’t under-spend on your ad budget. Gray notes that when Randall launched the Owner Operator Network in 2011, the company committed a huge investment in search advertising to reach Owner Operators. “And remember,” Gray says, “that was two years ago, when the pool of Owner Operators was larger than it is now.”


JEREMY KELLETT - Oakley Trucking

5)  Don’t “sell”. More importantly, don’t over-sell. No company is right for every driver, says Kellett—so it’s important to determine first if there’s a good match between a prospect and your company. “If you try to make an opportunity sound better than it really is, or if you try to place a driver in a position he won’t like, you’ll end-up losing that driver. And you’ll probably hurt your reputation in the process.”

6)  Don’t expect to hire drivers on the first call. Hiring Owner Operators is like any business sales cycle, Kellet notes: It takes multiple contacts. “It’s a process of building a relationship, and mutual trust—and that takes time.” Conversely, Kellett cautions against hiring drivers who are ready to start work with you immediately. “Whenever we hear from a caller like that, a red flag goes up. And we almost always find-out there’s a good reason we were suspicious in the first place.” 

COMING SOON: PART TWO

FOR FURTHER READING:
Five Steps For Recruiting Owner Operator Truck Drivers

Better Branding Maximizes Truck Driver Recruiting Effectiveness

4 Ways Oakley Maximizes Driver Recruiting And Retention

2 Comments | Advertising, Benefits, Branding, Communications, Driver Incentives, Driver Pay, Driver Recruitment, Driver Referrals, Driver Retention, Media Advertising, Owner Operators, Recruiters, SEO | Permalink
Posted by francishare

4 Ways Oakley Maximizes Driver Recruiting AND Retention

October 30, 2012

Tips for improving communications effectiveness.

Little Rock-based Oakley Trucking maintains a turnover rate less than 1/3 the current industry average for fleets the American Trucking Associations categorize as “large” (above $30 million in revenue). How? Pretty simple, actually. “You’ve got to take care of the ones you have before you go get more,” says Oakley recruiting director Jeremy Kellett.

“After all, our drivers have always been our best recruiters—and a happy crew means more referrals.” On the other hand, “If you don’t take care of them, they can hurt you, and your reputation. Not only among other drivers, but with your customers.”

ONE: Be Honest.
“Dry bulk hauling is harder work than a lot of trucking jobs,” Kellett continues. “It can be dirty and hot. Our Owner Operators have to learn fairly technical loading and unloading techniques. And they have to invest in specialized equipment for their trucks when they lease-on with us.

“So if anything, we make the job sound even harder than it is during our recruiting conversations. That way there are no unpleasant surprises. Once we get drivers in here, we take very good care of them.”

TWO: Be Consistent.
Kellett will tell you that the toughest part of effective communications is ensuring that every department is on the same page. With every load. For example: “We give drivers specific training guidelines regarding optimal pressure for unloading. But we have customers whose silos can’t handle that kind of pressure. If a dispatcher neglects to clearly communicate one of those customer’s specific requirements, the driver and the company ends-up looking bad.

“It doesn’t take many bad experiences like that to get a driver thinking he’d be better off working somewhere else. That’s why we’re constantly reminding each other to give drivers all the information they need.

“It’s also why we encourage drivers, from their first day of orientation, to call their recruiter if they’re having communication problems with their dispatchers.” In fact, Kellett notes, “our recruiters probably spend as much time talking with existing drivers as we do with prospects.”

THREE: Listen. Really Listen.
Ask any driver what they like about Oakley, and they’ll inevitably mention the Open Door policy. “If I need to do, I can talk to anybody in this company,” says Andy Keesling “And that includes Dennis Oakley (CEO).” Antoinette Calder, one of two women in the company’s Sand division, agrees. “Oakley believes in their drivers. They’ll listen to you. And they always tell you the truth.”

FOUR: Set The Bar High.
“The big thing we focus on,” Kellett says, “is helping our Owner Operators do well in their business. Sometimes that means praise and encouragement. But sometimes that means pushing a little harder. If a guy calls in to say he’s going home after a light week, his dispatcher is going to make it clear that he’ll be looking at a small paycheck next week.

“Drivers don’t always like to hear that, but we know they really won’t like hearing what their wives have to say when they’re sitting down to pay bills. And there’s no quicker way to lose a driver than to make his wife mad.”

Leave a Comment » | Communications, Driver Recruitment, Driver Referrals, Driver Retention, Owner Operators, Recruiters | Permalink
Posted by francishare

Don’t Just Recruit Owner Operators. Make New Ones.

September 5, 2012

Five Fundamentals Of A Successful
Lease Purchase Program.

In the first eight months of 2012, Alabama-based flatbedder WTI Transport signed over 100 new Lease Purchase agreements. That’s an exponential increase over the few dozen WTI had at the beginning of the year. Which should tell you two things.

1) With the difficulty of finding banks to finance truck purchases, Lease Purchase programs are quickly becoming the only way ambitious drivers can become Owner Operators.

2) The folks at WTI are doing something right. Particularly when you consider how many of their Lease Purchase drivers successfully take title to their trucks. “The main thing is, we don’t treat our program as a profit center,” says Lease Purchase Director Jason Quinn. “We created it because we really do want to see more drivers become Owner Operators.

“Our President Rendy Taylor has always said, ‘We can’t consider ourselves successful until a driver gets his title.’ That’s our philosophy. And drivers know that.” So what’s WTI’s secret? It’s no secret: They actually help their drivers succeed.

HERE ARE THE FIVE FUNDAMENTALS OF WTI’S PROGRAM.

1) Minimize The Down Payment.
Better still, says Quinn, don’t require any money down.

2) No Balloon Payments.
It’s pretty simple, Quinn continues: If a driver can’t afford a large down payment, he certainly can’t afford a huge balloon payment. After all, Quinn notes, that’s where so many Lease Purchase drivers at other companies lose their trucks.

3) Pay A Decent Wage. And Make Payments Affordable.
As of August of 2012, WTI was paying its Lease Purchase drivers 70% of gross. That’s as high as you’ll find in the industry. It’s why driver Andre Davis left another company for a Lease Purchase agreement with WTI: “With that other company, I had to run a minimum of 4000 to 4500 miles a week just to make any money for myself. Plenty of weeks, I owed them money.”

4) Offer A Fuel Routing Program.
A successful Fuel program combines maximum fuel surcharge with solid MPG practices, says Quinn.

5) Teach Drivers Good Business Practices.
“We think this is one of the real cornerstones of our program,” Quinn explains. “There’s a huge learning curve for anyone taking the leap from Company Driver to Owner Operator, so we created a Business Planning support system, to monitor our Lease Purchase drivers’ success in several key areas. Each Fleet Manager regularly reviews, with his drivers, a chart he keeps on those areas. Over time, the areas he’s marked red (problem) and yellow (potential problem) start turning green.

“So I guess, Quinn concludes, “you might say we aren’t really successful until our Lease Purchase graduates consider themselves successful Owner Operators.”

Good conclusion.

Leave a Comment » | Benefits, Company Drivers, Driver Incentives, Driver Recruitment, Driver Retention, Owner Operators | Tagged: , , , , , , | Permalink
Posted by francishare

Five Steps For Recruiting Owner Operator Truck Drivers

February 9, 2012

One great way to recruit owner operators is to help company drivers become owner operators.

At the very least, you can offer interested drivers solid direction for doing it themselves.

It’s no secret that CSA2010 has been especially tough on owner operators. But it’s going to take a lot more than arbitrary government regulations to stifle the entrepreneurial spirit. And by positioning your company as a valuable information source for making the leap, you’re bound to reap long-term rewards in your recruiting efforts.

The TruckersReport.com has published an in-depth article detailing six critical steps for drivers to transition into successful owner operators—five of which struck me as relevant insights for recruiters. Here are the highlights:

1. Personal Assessment
Drivers should first take a good, hard look at their work ethic, habits and personal situations, including:

  • Driving preferences. Especially where long-haul assignments are concerned.
  • Importance of hometime vs. extra earnings.
  • Health considerations and insurance needs.
  • Short- and long-term career goals.

2. Financial Considerations
Finances are a critical component to success for owner operators. In addition to credit strength, financial considerations include:

  • Ability to create, and live within, personal budgets.
  • Existing debt.
  • Establishing emergency funds.
  • Carrying disability insurance.

3. Going Independent, Or Leasing To A Company?
Naturally, you want drivers interested in leasing to your company. At the same time, by offering candidates all the pros and cons of both options, you’re establishing yourself as a reliable, honest source of information—while, at the same time, weeding-out the candidates who wouldn’t be likely to stick with you.

4. Equipment Considerations
Lots of drivers love the sleek looks and the classic styling of a long-nosed Peterbilt or KW. But can they afford to look good at the expense of profitability and fuel economy?

5. Legal & Accounting
Owner/operators have to choose a business structure for to plan for taxes. Which means they’ll need qualified professionals who can provide sound business advice and support.

It’s Not Just About The Money.
Sure the money can be better, but the appeal of being one’s own boss is as strong as it ever was. If you can help good drivers channel that timeless desire, chances are pretty good you can also create good, loyal drivers likely to stick with you through thick and thin. Especially if you’re willing to go the extra step to help-out in some of the critical areas—like financing and credit.

Click here to read the original article in its entirety.


2 Comments | Driver Recruitment, Owner Operators | Tagged: , , , | Permalink
Posted by francishare

When Online Complaints Impact Your Truck Driver Recruiting.

January 23, 2012


Seven steps you can take to repair your
company’s damaged reputation.

Between Social Media, and dedicated sites like RipoffReport.com, it’s easier than ever for disgruntled drivers to launch effective attacks on their ex-employers’ reputations. It’s one reason behind the rise of image-repair websites like Reputation.com—which today serves customers in 100 countries worldwide.

We’ve seen it first-hand.
In the past couple months alone, my agency has had extensive conversations with two separate companies facing that very problem—and from what I know, most of the complaints aimed at them are unfounded.

Again, that’s most of the complaints, not all of them. Which leads to the first, and by far most important, step your company can take to repair its reputation: Eliminate the root cause of the problem.

It may first take drastic action
I’m reminded of a policy maintained by one of the industry’s leading flatbed trailer manufacturers. The CEO once told me that whenever one of his plants faced a significant unionization threat, the first thing he did was fire the plant manager.

Why? 1) The fact that employees were dissatisfied enough to consider unionization told him they weren’t being treated as well as they should be, and 2) Firing the person at the top told everyone that nobody’s job was guaranteed.

The point, of course, is that heads may have to roll before your problem is solved. So let’s assume you can fix the problem. Here are six critical steps you should consider next.

Re-Brand
Your old brand may not fit your newly-fixed company. Presenting a new, and accurate, brand identity is the first way to show driver prospects you’ve changed.

Reach Out To Complainants
Very often, ex-employees’ complaints are entirely due to poor communication in the first place. There are a variety of techniques (direct and indirect) for mending fences, and securing retractions from complainants. It might even lead to some valuable re-hires!

Communicate More Efectively
Better communication means better relationships. Which means fewer and fewer complaints in the future. What’s more, it’s important you improve communications across multiple platforms.

Revisit Your Driver Orientation
When your orientation program creates unrealistic expectations, you’re setting the stage for future problems from Day One.

Establish A Complaints Contact
Make sure your drivers know the company is committed to hearing, and addressing, their concerns. Very often, the very opportunity to air a grievance is enough to keep a problem from escalating.

Use Social Media
Develop and implement a proactive and reactive social media strategy. Proactive, in publishing positive information. Reactive, in quickly responding to feedback—especially negative feedback.

Will these steps eliminate all complaints?
Probably not. Some drivers simply can’t be reasoned with. But if you’re doing all the right things, it’s not really your problem. It’s theirs. And most good drivers know a crybaby when they see one!

For Further Reading:

Build On Your Strengths To Improve Truck Driver Recruiting

With Truck Drivers, A Recruiter’s Work Is Never Done

What’s Brand Got To Do With Truck Driver Recruiting? Everything.

Improving Truck Driver Recruiting With A Satisfaction Guarantee

2 Comments | Branding, Communications, Company Drivers, Driver Recruitment, Driver Retention, Owner Operators, Social Media | Permalink
Posted by francishare

Driver Recruiting Ads Should Focus On What Matters To Truckers.

December 12, 2011

(No, that's NOT what I meant...)

The best place to start developing effective driver recruiting ads is by talking with your drivers. If you ask the right questions, you might learn a lot more than you’d expect.

Take Birmingham’s Baggett Transportation. An owner operator company primarily serving the military, Baggett hired an outside consultant to interview a series of its drivers. The results of those interviews ultimately led to a complete overhaul of the company’s recruitment ad campaign. And its website.

Below are interview comments Baggett received from the team of Bonnie and Wayne Speegle:

Baggett treats its owner operators like partners.
We’ve been Owner Operators with Baggett for 17 years because they treat people right. Whenever you deal with them, you know they have your best interest at heart. And that’s important, because there are always going to be tough times in a job like this. But when you’re with a company you trust and respect, you can be confident the good will always outweigh the bad.

Baggett knows who we are, and how we like to work.
Everybody at Baggett knows us by name. They know the kinds of jobs we prefer to take. They work with us like partners, not employees. And they understand that we have lives outside of our truck.

We’re proud to work for a company that serves our armed forces.
It’s an honor to be treated with the kind of respect you get when you’re working with men and women in uniform. There are a lot of drivers who deal with being treated poorly and disrespectfully on a regular basis. We experienced it ourselves before we started handling military transport, and it makes so much difference in the way you feel about yourself when people appreciate you.

How Baggett used that driver feedback.
The company formulated a core messaging strategy that emphasized the fact that Baggett is a company where drivers genuinely feel like they make a difference. Starting with the brandline which combined that message with the company’s proud tradition of serving the military: LET’S ROLL TOGETHER.

Result
Baggett’s Director of Driver Recruitment Daniel Buckhannan reports the campaign has been very well received—and represents a significant improvement over the company’s previous efforts.

For Further Reading

Recruiting & Retaining Women Truckers Means Understanding Their Needs

What The Super Bowl Teaches Us About Truck Driver Recruiting Ads

Improve Truck Driver Recruiting By Listening To Your Drivers

How Your Customers Impact Truck Driver Recruiting

Better Branding Maximizes Truck Driver Recruiting Effectiveness

Leave a Comment » | Advertising, Branding, Driver Recruitment, Owner Operators, Schedules | Tagged: , , | Permalink
Posted by francishare

Truck Driver Recruiting: Eight Attributes To Look For When Recruiting Owner Operators

March 3, 2011

The best owner operators are true entrepreneurs at heart. Knowing how to identify a true entrepreneur will help you separate the best owner operators from the rest.

Martin Zwillig puts it about as succinctly, and accurately, as I’ve ever heard it said: “Business success begins in the mind.” And while Zwillig’s particular expertise is the world of startup businesses, one recent article of his offers a compelling list of character traits you should consider in recruiting owner operators.

Here’s a summary of that list of character traits:

1. Positive Believing.
It’s more than just positive thinking. It’s also confidence bolstered by intelligence, preparation and experience.

2. Burning Desire.
A motivation to succeed. Which comes from the burning need to achieve a purpose. It’s the starting point of all accomplishment.

3. Unwavering Commitment.
Successful business people typically hold firmly to a simple set of principles. The strength of those commitments often determines their level of success.

4. Power Of Persistence.
Real persistence combines the determination to succeed with a commitment to finish whatever’s been started.

5. Hard Work.
Excellence is rarely ever accomplished by accident. It takes a lot of preparation, character and hard work. Not to mention sacrifice and self-discipline.

6. Acceptance Of Responsibility.
Simply stated, people with character accept responsibilities. And, just as importantly, accountability.

7. Pride Of Performance.
Enough said!

8. Enjoyment Of The Work.
To quote another old truth: Do what you love, and you will love what you do. People who are not having fun are rarely successful.

I know what a lot of you are thinking, given the severely tight current supply of drivers (especially owner operators): Beggars can’t be choosers. But think about this: If the list above closely matches the character of your organization, then maybe it should be reflected in your brand messaging—from your print ads to your website.

Anyone who’s advertised and branded effectively can tell you: It works. In this case, effective brand messaging that appeals to the true entrepreneur will attract a better-quality owner operator to your organization. It can even (subtly, or not so subtly) send an important message to lesser-quality candidates. Namely, “Don’t waste your time. Or ours.”

Click here to read the original article in its entirety.

More about Martin Zwillig:
The CEO of Startup Professionals, Inc., Martin Zwillig has been published in Forbes, Harvard Business Review, and Business Insider. He is also the extremely prolific publisher of the Startup Professionals Musings blog.

Leave a Comment » | Driver Recruitment, Owner Operators | Tagged: , , , , | Permalink
Posted by francishare

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