What About Trucking?

person Nicole Gagen

Marketing Manager — Ai Media Group

Utilizing a multi-channel digital media strategy creates a funnel that can be optimized from display to search.

As the rest of the media industry is focusing on Amazon, we are focusing on how those Amazon orders are being fulfilled. When everyone’s attention goes to a new, booming marketplace, you have to consider the effect it is having on other industries. And while there is a lot of talk about the effect the convenience of delivery is having on traditional brick and mortar retailers, there isn’t a lot of focus on how it is effecting the industries that are fulfilling the deliveries.

This new wave of technology and convenience is reliant on a more traditional industry – trucking. “In the next decade, the [American Trucking Associations] estimates, roughly 900,000 new drivers will need to be hired to replace retirees and meet future demands,” according to Quartz1. The US is currently 50,000 drivers short of what it needs, according to the same report. How do we fill that gap?

At Ai Media Group, we are working with one of the largest “trucks for hire” companies in the industry to find new recruits for their growing hiring needs. We are looking at the candidate’s journey from their initial search to their final application and using the data to optimize our tactics and increase the number of qualified applicants.

Before they can hit the road, all truck drivers must have a commercial driver’s license, or CDL, which requires special training. The parameters for getting a CDL have become much stricter and it is a large investment in both time and money. However, the median income for truck drivers is higher than the national average, “and even more impressive when you factor in educational experience.”2 Truck drivers are more likely to be the breadwinners in their household; contributing 55% of the household income, as opposed to the average US worker who contributes only 42% to his or her household.2

“By some counts, trucking is the number one job in 28 states in the US, employing a staggering 3.2 million people as delivery and haul drivers,” according to Quartz1. Compared to other jobs that require the same education level, truck driving is the most lucrative. And yet, there is still a major shortage.

Because trucking companies that work as “trucks for hire” have ever-changing hiring needs, their campaigns need flexibility. With digital media, as the company signs a new shipping contract, the campaign for new drivers can be moved to the geographic location where drivers will be needed in real-time. This allows the company’s media spend to work more efficiently as it targets prospective applicants in specific regions.

There can also be optimizations made in the application process. Most prospective applicants start by completing a short form application. But, the hiring company will need a long form, or full, application in order to complete the hiring process. By optimizing the path to the long form applications, prospective hires are able to more easily complete all of the necessary applications and expedite the hiring process.

Being able to see the applicant’s journey from initial search to their final application allows you to see where candidates are falling off from the application process. The holistic view shows where the path to the application can be optimized to gain more applicants and find applicants more efficiently. Utilizing a multi-channel digital media strategy creates a funnel that can be optimized from display to search.

At Ai Media Group, we are focusing on helping trucking companies find more drivers. As we watched, alongside the rest of the media industry, Amazon’s takeover, we saw an industry that was being overlooked. Through our research and working with our clients, we have found a solution utilizing digital media attribution to find more prospective hires.  

  1. “Trucking remade the world. Now the world is remaking trucking” by Mary Pilon, 2018, Quartz
  2. “Are trucking jobs about to drive off a cliff?” by Youyou Zhou, 2018, Quartz