• What does your recruiting ad message say about your company?

    Oct. 28, 2014
    2 min read

    Before you create an ad campaign, you must first determine whom you want to recruit.  Sure, you want drivers, but are you targeting owner-operators or company drivers, regional or long haul, flatbed or dry van, men or women?

    Men or women?  Why should your ad consider the reader’s gender, aren’t all drivers looking for the same thing…pay, home time, equipment, etc?  Not necessarily, if you truly want to recruit women you might consider changing your message and your graphic to be more inclusive.

    If your ads depict scantily clad women spread across the grill of a truck, you aren’t going to attract female drivers.  It’s offensive to them.   What about the wording in your ads?  “Take your wife to the big island” claims one ad.  Wife?  A simple solution would be to change “wife” to “spouse,” but then you’ve excluded all the single drivers.

    At Women In Trucking (WIT), we’re concerned about the way our industry reaches out to potential female drivers, and recruiting ads are part of the challenge.  The message and the image often excludes our target audience.  Be sure to show your female drivers your recruiting ads and ask for their input before you publicize them.  You might be surprised at what message you have been sending!

    About the Author

    Ellen Voie

    President/CEO

    Ellen Voie founded the Women In Trucking Association in 2007 and serves as the nonprofit’s president/CEO. 

    Voice your opinion!

    To join the conversation, and become an exclusive member of FleetOwner, create an account today!

    Sign up for our free eNewsletters

    Latest from Operations

    4126654 | Phartisan | Dreamstime.com
    driver retention
    Turnover and its causes are expenses we like to ignore or accept as the cost of running a trucking company. In a market like today’s, investing in retention doesn’t mean spending...
    Brakebush Transportation
    Brakebush Transportation was awarded the 2025 FleetOwner Private Fleet of the Year Award, sponsored by Descartes, for midsize operations.
    Members Only
    Leaders of Brakebush Transportation, a century-old family business, share some of their innovative strategies and deep commitments to drivers that earned their operation FleetOwner...
    Schneider
    schneider 90th anniversary
    Schneider hosted an anniversary event, honoring a legacy that began in 1935 and grew to 12,500 trucks today.