In the ever-evolving landscape of the trucking industry, hiring and retaining qualified truck drivers has become a monumental challenge. The American Trucking Associations estimates that the shortage of drivers, which was around 78,000 in 2022, will likely double by 2031. It also says that the industry will need to recruit around 1.2 million drivers to replace retirees. As the driver shortage persists, it leaves trucking companies scrambling to find innovative ways to attract new talent.
One such solution that is gaining traction is the use of changeable fleet graphics. These graphics have proven to be a highly effective strategy in recruiting truck drivers, offering several key advantages that traditional advertising methods cannot match.
We will discuss 4 things in this article that make changeable fleet graphics great for recruiting truck drivers…
Massive Reach
The power of fleet graphics lies in their ability to reach a vast and diverse audience. Unlike traditional job postings on websites or in newspapers, which only target job seekers actively searching for positions, fleet graphics broadcast your recruitment message far and wide. That means you can get the attention of potential candidates who may or may not be currently searching for a new job in trucking.
A well-designed fleet graphic, prominently displaying your company’s name and a clear call to action, essentially transforms every truck in your fleet into a moving billboard. These rolling advertisements are visible to a wide range of individuals, from pedestrians and motorists to potential drivers and their families.
When you add the advantage of using changeable fleet graphics, you can gain even more control over your hiring efforts. The ability to run campaigns in targeted areas as needed, gives you a greater ability to manage your recruitment at a highest level.
Consider the extent of exposure your trucks receive as they travel along highways and city streets. Your message is not confined to a single geographic area; it can extend across state lines depending on your operations. This reach is invaluable in a time when recruiting drivers is often a national endeavor. And, there’s no better place to find truck drivers than on the very roads they drive.
Captive Audience
Truck drivers spend a significant amount of time on the road, and while they are driving, they will surely encounter other trucks at rest stops, truck stops, and gas stations. This presents a unique opportunity to engage with an audience that is already immersed in the world of trucking. In other words, your trucks currently visit all of the places where your ideal candidates can be found. They may be working for another company, but they can be reached with the right messaging.
Imagine a scenario where your company’s truck is parked at a truck stop. Another driver pulls in next to it to refuel or take a break. While waiting, they can’t help but notice the striking graphics on your truck. Intrigued, they might take a closer look or note down your company’s information. This subtle interaction can plant the seed of interest in their mind, prompting them to explore job opportunities with your company once they are back home.
This captive audience of fellow truck drivers represents a prime demographic for recruiting efforts. They understand the challenges and rewards of the profession, making them more likely to consider a switch to your company. If they see compelling graphics that highlight the benefits of joining your team, your chances of winning them over increase dramatically.
Flexibility
One of the standout advantages of changeable fleet graphics is their flexibility. While promoting your company as a great place to work is essential, you may not want your entire fleet to be adorned with recruitment messages all the time. Changeable graphics allow you to strike a balance between branding and hiring promotions.
For example, during peak recruitment seasons or when facing the recent acute driver shortage, you can switch out your standard branding graphics for recruitment-focused messaging. These graphics can highlight attractive incentives, such as sign-on bonuses, competitive pay rates, or benefits packages.
Once you’ve successfully filled your open positions or the market conditions change, you can seamlessly revert to your standard branding graphics. This adaptability ensures that your fleet’s appearance always aligns with your current hiring needs and branding strategy.
The ability to switch between graphics also means you can run targeted hiring campaigns for specific regions or routes. For example, if you need more drivers in the Midwest, you can concentrate your recruitment messaging on trucks operating in that area while maintaining your usual branding elsewhere. This precise targeting maximizes the impact of your recruitment efforts. Given that changeable fleet graphics are reusable, you will save money by utilizing the same campaigns whenever you need to hire. Simply, change and store the media until the next time it’s needed.
Cost
Traditional advertising methods, such as billboards, television commercials, or radio ads, can be prohibitively expensive for many trucking companies, especially smaller ones. Changeable fleet graphics offer one of the most cost-effective alternatives that delivers a substantial return on investment.
Billboards, for instance, require substantial upfront costs for design, production, and placement. Moreover, they usually entail ongoing fees for renting the billboard space, which can add up to a significant expense over time. On the other hand, once you’ve invested in the initial setup of changeable fleet graphics, the ongoing costs are minimal.
Additionally, the highly targeted nature of fleet graphics means you are not wasting resources on trying to reach an audience that is not relevant to your recruitment efforts. Every dollar spent on changeable fleet graphics goes directly toward attracting potential drivers and bolstering your workforce.
The driver shortage in the trucking industry demands creative and cost-effective solutions to attract new talent. Changeable fleet graphics offer a powerful strategy that combines massive reach, captive audience engagement, flexibility, and affordability. By leveraging the visual impact of your fleet, you can effectively promote your company as an employer of choice while adapting to changing market conditions. In a competitive hiring landscape, changeable fleet graphics can be the key to filling your driver seats with qualified candidates and keeping your trucks rolling.
If you would like to learn more about how EZ-Change Fleet Graphics can help you attract the talent you need, check out our FREE Fleet Package below…
