CLDA Mag : What platforms do you suggest for this purpose ?
Brumleve : LinkedIn is the top dog if you ’ re trying to recruit employees . On LinkedIn , employees can link to your company page to learn more about your company . They can share their work achievements / insights with text , video , or images .
If you ’ re trying to recruit drivers , Facebook Groups are still one of the best methods . You can reach them and correspond with their community regularly . Join trucker community groups with your company page and engage with members of these groups regularly . This helps show drivers that you want to understand their needs periodically and how you ’ d handle them .
The best hires you ’ re likely going to make are the folks who are already employed . By regularly engaging on social media , your company can use these platforms to generate word of mouth on steroids so that when a driver or employee is ready to jump , they think of your company first .
CLDA Mag : How can AI tools help carriers make the best use of social media for recruiting ?
Brumleve : The best tool every company should have is an AI note-taking app like Otter or Microsoft Teams . These apps auto-join your meetings , take down what ’ s said during the call , and create a list of takeaways .
Your company can take it further by classifying these meetings into different buckets . For example , suppose your recruiting team is having regular conversations with leads . In that case , you can classify those conversations into their own folder and then have an AI tool like ChatGPT create a list of the common questions asked during those meetings .
You can then turn these questions and your company ’ s answers into several social media posts scheduled out over weeks and months .
CLDA Mag : Given that most providers do not have staff in-house trained to handle social media or have a lot of time to dedicate to social media , are there AI tools that can help them generate content ?
Brumleve : I ’ d caution against overspending on a bunch of flashy new AI tools . Most of the value from AI tools comes from the data you feed it . For data , it ’ s important to remember that garbage in = garbage out .
Start by having a documentation process for your meetings , then categorize those conversations and create a list of takeaways . Those takeaways can be fed into a tool like ChatGPT with instructions to create variations of each takeaway . This helps you to have a system of documenting moments that could be great for social media , and then , by using your own company experiences , you can combine that with AI to create even more post ideas .
Next , I ’ d encourage executives and leadership to prioritize building their own personal brands . Personal profiles tend to have higher engagement on platforms like LinkedIn , making it a powerful way to build brand awareness for the company for a fraction of the cost of SEO , PPC , and other online marketing strategies .
CLDA Mag : What tools do you suggest for scheduling posts and monitoring engagement ?
Brumleve : The best way to schedule posts and monitor engagement on social media is by picking one social platform and sticking to it for 8-10 months . Too often , companies think they have to be
42 customized logistics & delivery Magazine I winter 2024