In today's fast-paced and interconnected world, social media has become an essential tool for businesses to reach their target audience and expand their reach. However, its potential goes beyond just marketing and advertising.

With the rise of the gig economy and the demand for flexible work arrangements, companies are now leveraging social media platforms to access an expanded pool of potential candidates through open fleets. By utilizing popular platforms such as Facebook, LinkedIn, and Twitter, businesses can tap into a diverse and dynamic network of individuals who are actively seeking employment opportunities.

This approach not only widens the scope of potential recruits, but it also allows for a more efficient and cost-effective recruitment process.

In this article, we will explore the benefits of using social media platforms to access open fleets and how companies can effectively leverage these tools to attract top talent in an increasingly competitive job market.

A Social Media Influencer

Maurice Walker never anticipated his role as a social media influencer when he joined Ryder as a driver two years ago. However, he made the spontaneous decision to participate in a driver testimonial for Ryder's YouTube channel, a move that would significantly alter his professional trajectory.

Reflecting on the unexpected opportunity, Walker expressed initial surprise, as it happened on his first day with a trainer. Despite feeling a bit apprehensive about being thrust into the spotlight, he decided to embrace the experience and see where it would lead.

Little did he know that this decision would garner over 1,200 views for the video.

Major industry players like Ryder recognize the importance of leveraging social media platforms to enhance brand visibility, expand their customer base, and attract new talent. This strategy, rooted in the digital revolution of previous decades, has rapidly gained momentum, prompting companies to swiftly adapt and seize the myriad possibilities presented by new media.

The Utilization of Social Media

Abigail Lawson, the senior director of recruitment at Ryder, stated that the utilization of social media arose as traditional methods of reaching potential employees became less effective.

Lawson explained, "We were compelled to venture beyond traditional job boards in order to locate candidates, and social media emerged as a prominent platform where many individuals are present."

Ryder Supply Chain Solutions, ranked as the 9th largest for-hire carrier in North America on the Transport Topics Top 100 list, employs this channel to promote career opportunities to potential recruits. Other companies have employed various social media platforms such as Facebook, Instagram, and TikTok to target specific audiences and enhance brand recognition.

Priscilla Peters, the chief marketing officer at Conversion Interactive Agency, a recruitment advertising firm, acknowledged the swift emergence of the digital revolution and the significant role technology now plays for recruiters. Peters emphasized that along with changes in the delivery of a company's message, the content of the message itself has also evolved.

Peters continued, "If you had told me 10 years ago that drivers would be on TikTok, performing dances and endorsing the carrier they work for, I would have found it hard to believe. Yet, here we are."

Resonates With A Wide Audience

Effective social media campaigns capture attention, entertain, and produce content that resonates with a wide audience. Popular accounts feature intriguing characters found in mechanic shops or follow drivers as they showcase their lives on the road.

Additionally, interviews with long-term drivers about their careers and passion for the industry are also impactful. Peters noted that videos have the highest impact and emotional connection, and employing humor and wit to appeal to a broad audience yields the best results for posts.

Jane Jazrawy, the CEO of CarriersEdge, emphasized that solely using social media as a means of advertisement is ineffective. Instead, she suggested engaging with and involving the company's existing employees in creating videos and acting as online brand ambassadors, similar to how Ryder approached Walker for his first-day-on-the-job shoot.

"When you involve your current drivers and foster a sense of community, the impact is much greater," Jazrawy stated.

A Social Media Recruitment Campaign

Embarking on a social media recruitment campaign does not necessarily require significant financial investment or technological expertise. Recruiting professionals from various industries unanimously agree that the key to a successful campaign lies in leveraging existing employees.

Peters emphasizes that if an organization already has dedicated and satisfied employees, they can serve as valuable "influencers." These individuals are inclined to share positive aspects of their jobs online, creating a potential gold mine of influencers that may be overlooked.

However, it is crucial to ensure that the content being shared is both relevant and timely. Adding an element of lightheartedness and humor can also be beneficial. It is important to remember that social media has a much broader reach compared to traditional job fairs or recruiting events.

Peters acknowledges that engaging and entertaining content like memes or funny videos may generate significant interaction and comments from drivers. While these may not immediately generate leads, they initiate conversations and contribute to the top of the lead funnel.

For Peters, the lead funnel starts even before drivers start actively seeking their next job. Engaging videos can help establish brand preference and ensure that the company is top-of-mind when drivers are ready to begin their job search.

Ashley St. John, the talent recruiting director at Ryder, emphasizes that social media can introduce the idea of pursuing a truck driving career to individuals who may have never considered it before.

By providing potential applicants with the opportunity to not only read about the position, but also see and hear about it from someone similar, their interest and comfort level are heightened. This approach helps them overcome any doubts about their qualifications and realize that they are capable of pursuing the job.

In Conclusion

In today's competitive job market, it is vital for businesses to utilize all available resources in order to attract top talent. By utilizing social media platforms and open fleets, companies can access a larger pool of potential candidates and increase their chances of finding the perfect fit for their organization.

With the ability to showcase company culture and values, connect with passive candidates, and reach a wider audience, leveraging social media for recruiting is a valuable tool for businesses looking to stay ahead in the game. So why wait? Start incorporating open fleets into your social media recruiting strategy today and watch your candidate pool expand.

If you want to stay updated with a wide range of trends, actionable insights, and innovative solutions in the trucking, freight, and logistics industry, stay connected to us.

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