Driver-advertising vs. driver-filtering

When driver recruiters post job advertisements they’re often unable to resist the temptation to list all of the things that they DON’T want in a driver, as opposed to the things that they have to offer a driver.

Imagine Mc Donald’s spending a million dollars on a three minute ad and then using part of that valuable time to list off all the things they don’t want in a customer. “Not accepting health-conscious customers”. “No fine-dining allowed”. “Not serving free meals”….

When you buy advertising you are purchasing two things. You’re buying space in the publication that you’re advertising in, whether it is a magazine advertisement or on the Internet. You’re also buying the attention of your target audience. In most cases your ad has only a few seconds of the reader’s time to capture their interest before the ad is dismissed. Getting your audience’s attention can be expensive and that limited time must be used wisely. We often see ads that list things like “No more than 2 moving violations in the last 12 months “, “No serious moving violations within the last 36 months”, or “No preventable DOT accidents within the last 36 months”. While this is very important information it does little to sell your position. For that reason we discourage driver-recruiters from using costly advertising to tell drivers what they don’t want

While no company can be expected to hire every driver who applies, your ads should not be used as a gate keeper. “Don’t-want” statements tend to distract the reader from focusing on the true benefits of your job and your company. Anytime you have the chance to include more words, it is recommended that you come up with additional positive things to say about your opportunity. Don’t waste that space on filtering.

Limit your job postings to all of the things that would appeal to a prospective driver. You will have plenty of time later in the process to eliminate those that you don’t want. Preventing them from applying for your job in the first place might sound like a great time-saver for you, but long lists of “don’t-wants” tend to discourage everyone including the qualified drivers. “Don’t-wants” cast a negative shadow on your opportunity and signal to prospective candidates that you may be an overly rigid company.

In short, minimizing the phone calls you receive should not be the purpose of your job advertisement. Job advertisements are intended to promote your company and the opportunity. Everyone understands that good companies need to have sound hiring standards. However, no driver ever accepted a job just because the company had a good rejection policy.

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