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.
(NOTE: This post was originally published in 2011, but it’s generated a steady stream of clicks lately, so I thought I’d update and re-post it. Hope you find it worthwhile!)
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.
Baggett’s Director of Driver Recruitment Claiborne Crommelin reports the campaign has been very well received—and represents a significant improvement over the company’s previous efforts.
For Further Reading