Retargeting on Facebook to Recruit Truck Drivers

Posted by Julieanne

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Prospective drivers spend a lot of time on Facebook so having a strong Facebook presence is great, but what's even better is having a presence that puts your brand in front of those prospective drivers AGAIN. This is possible with retargeting on Facebook.

If you're recruiting truck drivers, consider retargeting on Facebook -- it allows you reach to drivers and potential drivers with targeted Facebook ads after they have previously been exposed to your brand and shown interest. Let's talk about it.

Retargeting in drivers' Facebook News Feed

Did you know Facebook is the second most-visited site on the web, with over 1 Billion active users? That's extraordinary. To effectively recruit truck drivers you need to be where your audience is, and there's no doubt that advertising on Facebook is a huge opportunity for your brand. Simply creating regular ole' Facebook ads is valuable, but there's a way to actually retarget people who have already expressed interest in your trucking company.

Through retargeting on Facebook, the world's largest social network, you can get your brand front and center of potential drivers who have visited your website. If you're working hard to reach potential drivers, retargeting your site visitors in the most prominent location on Facebook, the News Feed, is a great way to extend the reach of your retargeting campaigns.

How does retargeting on Facebook work?

Retargeting on Facebook works the same way as other retargeting. If a visitor comes to your site and learns about your trucking company, but leaves before filling out an application, your company can display ads on Facebook later. This helps bring your visitors back to your site and keeps your brand top of mind.

If you're really interested in how the system works, let's get technical. It's actually fairly simple. First, you place a JavaScript tag in the footer of your website. This code creates a list of people that visit your site by placing anonymous retargeting "cookies" in their browser. This list allows you to display ads to potential drivers as they visit Facebook.

Increase your reach and driver apps

The News Feed is the first place people go when they access Facebook. Not to mention it's also where they spend the most time. So every time a prospective driver sees your retargeting ads in the News Feed, your brand gains traction and more recognition. This results in higher click-through rates and increased conversions, meaning you're that much closer to pushing more qualified drivers through the hiring cycle.

By retargeting your audience on Facebook using data collected outside of Facebook, such as your company website, you're targeting people you should be targeting; they've expressed an interest in your company, but maybe left your site because they were in a hurry or not ready to fill out an application just yet. Get your brand in front of them again. Consider retargeting on Facebook to recruit drivers because while any type of repeated exposure is fantastic, retargeting on Facebook specifically is extremely powerful. As the second most-visited site on the web, this is a recruitment advertising tool you should be utilizing. Those drivers being targeted are interested in your company, so give them a little push.


No time to handle retargeting on Facebook to recruit truck drivers? Need guidance? Get in touch with The Hightower Agency to learn about our driver recruiting services. From recruitment to the road, we know trucking.