Social Media & Content Marketing to Recruit Truck Drivers


20-social-media-iconsHow often have you wondered, “Is Social Media an effective tool for driver recruiting?” According to HubSpot, social media produces almost double the marketing leads of trade shows, telemarketing, direct mail, or pay-per-click. So why do we not see more carriers making this part of their long term marketing strategy?

While social media is top of mind for most recruiting departments, they only operate inside of Facebook, Google+, Twitter, etc. When you produce content, it resides within these networks. But there’s more to recruiting drivers through social media marketing than simply posting to these networks…. your recruiting efforts should heavily focus on content marketing. The two must go hand-in-hand, but let’s dig a little deeper for a better understanding.

If social media is the current “buzzword” of the moment, content marketing may provide a more powerful way of getting your message across to drivers. Content marketing revolves around one of your most visible assets, your website.

As a follower of SEC football, I always hear that if you get a top recruit to visit State University, the odds of signing him to a letter of intent go way up. In a like manner, if you can bring a driver to your brand website the odds of hiring him increase dramatically.

If you want to attract potential drivers online, content marketing is crucial. Its purpose is to consistently create relevant and valuable content with the intention of changing or enhancing consumer behavior. In other words, if content marketing is integrated into your overall marketing strategy, your driver recruitment efforts will exponentially improve.

Content marketing heavily involves social media. There are plenty common areas of interest between the two. With social media marketing, you can be limited to content that is formatted for a particular social platform, such as Twitter. Tweets only allow short messages in the 140-character range. With content marketing, you can promote longer forms of content such as e-books, blogs, videos, infographics, etc. This allows you to better educate and inform potential drivers about your company culture and driving opportunities.

Carriers can engage more deeply with driver candidates through content marketing efforts. And by driving them to your website, your brand has a greater opportunity to gain leads and move them down the conversion funnel. 

Both social media and content marketing should be part of your recruitment strategy! Bring your recruits to your internet campus and convert more leads into drivers.

Download our free eBook on how to use social media to recruit truck drivers:


The Hightower Agency is one of the best driver recruitment agencies. As one of the top recruitment agencies in the trucking industry, we offer a wide variety of driver recruiting services. Our driver recruitment consultants can get your company where it needs to be.

Some of our truck driver recruitment services include: public relations for the trucking industry, radio advertising to recruit drivers, re-marketing to recruit drivers, social media to recruit truck drivers, blogs to generate more truck driver leads, email marketing to recruit drivers, Google AdWords to recruit drivers, mobile sites, ad campaigns, publication ads, brochures, Internet placement, newspaper placement, copyright services for trucking, ad copy, website redesign and more.

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