Open AccessKey advertising components and media channels for recruiting long haul drivers
Author(s) -
Marla B. Royne,
Carol C Beinstock,
Tracy Anna Cosenza
Publication year - 2014
Publication title -
journal of transportation management
Language(s) - English
Resource type - Journals
ISSN - 1058-6199
DOI - 10.22237/jotm/1388534580
Subject(s) - truck , advertising , business , payment , schedule , social media , key (lock) , marketing , the internet , traffic volume , transport engineering , engineering , computer science , finance , computer security , world wide web , aerospace engineering , operating system
This research examines how trucking companies can develop effective advertising media and messages for reaching and recruiting qualified long distance long distance truck drivers. Long distance truck driver candidates seem most interested in competitive pay, paid vacation, a weekly payment schedule (along with direct deposit), assigned equipment, 24/7 dispatch, a large volume of hub group freight, and flexible home time. To reach this audience and its needs, we suggest advertisements emphasizing these benefits be placed on the Internet and social media sites, as well as in selected professional magazines frequented by truck drivers searching for jobs.