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sk any last-mile provider what their most significant pain point is , and chances are they ’ ll say it ’ s recruiting drivers . Most know that the Old School approaches of using classified newspaper ads , flyers , and job fairs no longer do the trick . Still , many are unsure how to use the tools of more contemporary approaches to attract today ’ s younger drivers .
The Customized Logistics & Delivery magazine reached out to someone who knows about the tools and how to use them . Blythe Brumleve is the founder of Digital Dispatch and host of the ‘ Everything is Logistics ’ podcast . She ’ s also a featured speaker on this topic at the Final Mile Forum . She gave us a preview of her remarks in advance of the conference .
CLDA Mag : Tell us about yourself and your company
Brumleve : I am the founder of Digital Dispatch , a management services company that helps logistics companies take their websites from good to great . Additionally , I host Everything is Logistics--a podcast for the thinkers in freight . We tell the stories behind how your favorite stuff ( and people !) gets from point A to point B .
CLDA Mag : Talk about social media as a way to recruit both drivers and staff .
Brumleve : By using social media channels to engage with your target audience , you give yourself the opportunity to deliver a keynote speech in front of a potential group of drivers while sitting at home or in the office . Although social media is not the sole solution for marketing , fostering relationships through social media interactions with these prospective drivers can significantly enhance your brand ’ s visibility and generate word-of-mouth promotion for your business .
You want to consider social media a digital handshake and word of mouth on steroids . Nothing helps convince a potential driver or employee to switch faster than seeing how those in a similar position represent your company online .
An easy way to get this going is to encourage team members to post to professional social channels about projects they ’ re working on , goals they ’ ve achieved , and celebratory events . Offer bonuses and prizes to those whose posts perform the best or result in new people filling out lead forms . Not only can this lead to more qualified potential team members , but potential customers will also see those messages and genuinely want to work with companies that treat their employees well . There ’ s also the bonus that happy employees treat their freight well , and that ’ s good for everyone ’ s bottom line .
Finally , you want to ensure the conversion pathway is easy to understand . Ask yourself if a potential recruit or driver sees these social media posts and if it ’ s easy for them to learn more about my company . Check your social bios and website to ensure a “ Apply Now ” call-to-action is easily noticeable . You can start with a basic form on your website and eventually graduate to more sophisticated options involving automation and AI .
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