Having reviewed the recruiting practices of hundreds of carriers, the majority leave me completely underwhelmed. Almost everywhere I go, the model is essentially the same – cast a wide net, and hope you catch a couple. No successful entrepreneur would ever recommend a business strategy were you simply copy the same model, strategy and tactics of almost ALL of your competitors. Although most of the fine people I get to work with have good and honorable intentions, many fall far short of being as effective as they could (and should be). Within the carrier I ran, 50% of all our new hires were sourced through on-road recruiters – your fine and hard-working drivers. This is likely similar to the results from the carriers reading this post, however more and more are coming via social media channels and initiatives (which is an extremely big part of your recruiting and communications strategy – something we will talk about in depth in future posts).
Today, let’s focus on arming your on-road recruiting warriors with the tools they need to succeed. First you need to figure out a proper training program for the interested participants. That training will likely include elements such as a conversational sales course. You don’t need to develop that training program in-house, in fact it would be fool-hardy to do so. We are big fans of online training. For sales training, there are hundreds of courses available on Udemy for peanuts. Find your favorite, make it the standard. Combine this external training with a tip sheet which will include all the items you would want a prospective driver to be aware of, which could potentially work at your business. These items could include the lanes you work, company’s values statement, its social support, its pay structure, equipment (type, average age, replacement schedule etc), history, and most importantly a personalized un-scripted message about why your on-road warriors continue to work for your company despite thousands of competing offers.
In our business, we also had decals made for the side of their trucks calling attention to the fact that the driver of the vehicle was an on-road recruiter for us. We had business cards stating the same, and they had our value statement printed on the back. They had the recruiters name on them and a direct line to our recruiting department.
Further, there were two other key elements to the program, first our philosophy was that when an on-road recruiter brought a prospective new driver to our company we would go through the same criteria for pre-employment, as we would any other driver coming to our business – no exceptions. If we decided that the driver was a good fit for us we paid the recruiting fee to the on road recruiter immediately, mile one. If that new hire quit or was fired shortly after – that was on us, not the on-road recruiter!
The second element was recognition, when an on-road recruiter brought a new hire in the doors, we celebrated in our newsletter on social media, and at company events. Everyone likes a pat on the back when they succeed, and we did it loudly We had special plaques made for the best recruiters, we had one gal who was an O/O at our company, bring in six new drivers one year. They made an additional twelve thousand dollars through this program. I know some TPP members who have drivers making $30,000 to $50,000 per year in referral fees alone – wow!
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