Rough Gameplan

Initial roadmap to get more drivers along with potential ideas to build a robust recruiting system.

Short-term

Initial on-boarding to hit the ground running:

• Set up company email
• Sync up with all current social accounts
• Create others where not present yet
• Setup advertising accounts/business profiles
• Plan out initial content and update social accounts
• Connect with all active job board accounts
• Create accounts with all others where not present yet
• Revamp job descriptions to be very attractive and post on all job boards
• Determine ad spend and goals for social accounts
• Initiate ad campaigns in tandem with social content
• Monitor and follow-up with qualified candidates, advance the best to HR or appropriate next person

Specific examples of potential recruiting campaigns:

• Find and create a list of all the most popular trucking Youtubers (many of their subscribers are other drivers). For example, the user “Wicked Intent Semi” has over 25,000 subscribers. Create an ad campaign to show McFarland career ads before all their videos to viewers who live in the upper midwest. Link to site.
• Run targeted Facebook & Instagram ads to CDL drivers in the upper midwest promoting McFarland’s culture of “getting you home”. Link to site.
• Create geo-targeted TikTok ads to drivers in the upper midwest who follow trucking hashtags and interests. Promote McFarland culture. Link to site.

Long-term

Create natural behind-the-scenes content of McFarland’s operation, culture, values, support staff, drivers, leaders, industry perspectives, insights, and funny stories. Then cross-post on all social media channels using automation.

• This type of content will give curious drivers an inside look into McFarland during their research and solidify why they should apply (and help separate McFarland from all the other companies).

Create alternate accounts for TikTok, Instagram Reels, and Youtube Shorts that do not have McFarland branding. Instead, these accounts would focus on trucking and OTR memes. Drivers will start following these. Then occasionally make posts promoting McFarland’s career openings. This is an indirect way to build a following that companies use all the time without coming off as “corporate”.

Utilize automation to send all candidate resumes/applications from all sources into a central database where follow-up can be tracked and recorded.

• This database should be searchable so anytime there’s an opening we can pull a current list of all available drivers looking to make a change and reach out.

Update the website to be a little more current and emphasize company culture of “getting you home”. This helps when drivers are researching before applying.

Get active on Reddit trucking communities and monitor for opportunities to name drop McFarland’s culture and driving careers where appropriate.

• For example, r/Truckers has over 267,000 subscribers. This is also a good place to source for content ideas (drivers share their wild stories here all the time).
  

Establish a driver training pipeline using partnerships to get newer CDL drivers looking at McFarland early in their career. Social media content can be created to support this.

Across all channels, position McFarland as one of the “best companies” to work for, and foster an almost prestigious-like effect that produces a constant flow of drivers applying in hopes they could work for a great company like McFarland.