A Good Facebook Strategy – Helping To Attract AND Retain Drivers
Of all the social media platforms, Facebook is probably the most popular medium used by truck drivers around the country to stay connected. It can certainly be a great way to mitigate some of the loneliness and stress often associated with long periods on the road.
As a shortage of drivers continues to plague the industry, a strategic approach to how Facebook is used by fleet operators is important. “It can and should be used to attract new driving talent to fleets and retain current ones,” says Tom Robb of the Truckload Carriers Association.
Facebook – the Antidote For Isolation On the Road
Increasingly, drivers are turning to Facebook as a way to combat the isolation of long hauls. Just about everyone has a smartphone, and most are using social media apps, such as Facebook, to communicate and stay in touch with family, friends, or other drivers.
A Fleet operator’s Facebook site should include pages for groups and communities where drivers can connect. On these pages, they can ask questions give advice, discover business contacts, and find out about different resources. In short, the company’s Facebook site should offer drivers an online community where they can socialize with other drivers and help each other.
But Don’t Make It All Business!
While Facebook has always been used by fleet operators to post business-related content, remember to also focus on the more social “human” factor. Share humorous posts that encourage commentary and online conversations and “likes”. Also, use it to acknowledge employees. Great drivers should be recognized and their achievements celebrated. Facebook is the perfect medium for this.
At DriverSource, our Facebook page promotes our services to potential CDL drivers and companies looking for great drivers. However, we also post many informational, driver-focused, blogs and employee-centered recognition and commendations. And, we include humorous posts for “likes”, “shares”, and commentary.
Facebook Groups Can Promote Driver-Related Bonding and Retention
Facebook groups can provide outlets to “comment or engage” in a two-way conversation. Pages can deal with topics such as driver safety, wellbeing, or home life. They can be focused on fun or stress relief. Closed, private groups on Facebook sites can be places where drivers (and their families) share commonly held feelings that resonate with others, promoting unity and retention.
While some negativity may crop up on these pages, it is important that administrators of the pages try to avoid too much censoring. Drivers often will come to the defense of their profession and company and thereby help to self-regulate the group conversation.
Bill D for DriverSource