In today’s world, companies looking to engage digitally native new generations, need to adapt their recruitment approach. Whereas in the past, job seekers would actively search for areas of interest, and company marketing focused on telling prospective applicants and consumers how great the company and its products were, these days, industries and enterprises need be visible, to engage with their audiences, and to build up a relationship. Rather than companies sounding their own trumpets, nowadays the consumers and employees are the ones endorsing a company’s products, services, and workplaces.
Yet, to be endorsed, you need to be visible. CargoForwarder Global heard from media expert, Lucas Fischer from the Gera, Germany-based company, MediaRecruiting, how to best achieve visibility and
interest. He has specialized in helping logistics companies, in particular, to deploy social media and attract applicants.
Logistics companies need to be active on digital channels
“The trucking industry must now do everything in its power to prevent the lack of truck drivers from growing even larger. Young people can certainly be inspired to go for the job - but this
won't happen by itself,” Lucas Fischer warns. The problem, he says, is that the industry is not visible to the young people of today. In his experience, however, most logistics companies
only “equate digital media with distribution channels.”, and therefore do not see the need for a digital presence, since they are not selling products. Yet social media is much more than
e-commerce. It is a platform to enable insights into the company’s everyday life, to portray career opportunities, and to show reality. “Those [companies] who now realize that digital media
is the perfect tool for addressing young talent, will win in the market in the long run, or at least increase their chances of attracting young talent in the first place,” he guarantees. His
website illustrates the successes some of the companies have achieved after implementing MediaRecruiting’s advice.
Go to where the young people are
Lucas Fischer is convinced that there are enough young people out there with a passion for truck driving, but perhaps who do not yet know it. Logistics companies need to actively present
themselves on the net, visibly demonstrating what the job is like, and what benefits it can bring. They must attract attention and engagement. Lucas Fischer advocates social media: “Go to
where the target group is”. Over 80% of Europeans and Americans use social media every day, therefore trucking companies need to ensure that they are present on TikTok, Instagram, YouTube,
and/or Facebook. [CFG’s personal opinion: these are in order of “youngest audience first”, as Facebook appears to be more of a 30+ platform these days.] Fischer also encourages targeted
advertising via these channels since they are comparatively cheap and a great deal more effective compared to other marketing measures.
Show your company as it really is
Lucas Fischer suggests that companies treat the chosen social media channels “as their own corporate online magazine” with regular, planned input, giving a comprehensive insight into
what the firm does. For best results, the company should be promoted by a “brand ambassador”. A brand ambassador is someone who represents the company – ideally an employee; someone the
audience can get to know and relate to. S/he/they entertains, convinces, and inspires potential applicants. “People want to see people,” he says. Once inspired and motivated to apply for
a job with the company, any prospective candidates should have easy access to an appealing and optimized career website, and the application process should be modern and simple to carry out
online. “No e-mail form”, however, he states, though whether this should be via chat or a video application, he does not elaborate.
A lot of investment for what kind of return?
Sound like a lot of work? Certainly. For social media to be done properly, it requires fully dedicated staff. In the first instance, this could be outsourced to media experts. However, given that
digital is the way forward, it makes sense to employ an inhouse communication responsible to manage the company’s online presence. You have to be digital in order to attract a generation that has
grown up in the digital world. The benefit? You open new jobs for young people, who can then act as brand ambassadors to encourage other young people. The alternative? Do things the way they have
always been done, and watch the gap get larger.
Brigitte Gledhill
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