Interactive Insights

Recruiting Truck Drivers

A Deep Dive into Talent Sourcing and Recruitment Advertising Benchmarks

Truck Drivers

A Bit About These Talented Professionals

These modern-day explorers are the backbone of our transportation industry, delivering goods and connecting communities across the nation. Whether they’re hauling massive loads across state lines or making local deliveries, truck drivers keep our economy moving forward.

Pretty much inline with the overall average, growth is cruising at a steady 4% from 2021 to 2031, proving that the trucking world is as resilient as ever. And, hold onto your steering wheels folks, because between occupational drain and job creation, that translates to 260,000 annual openings for these road warriors.

Why the steady demand? Well, picture a nation on the move, with households and businesses hungry for goods and eager to transport them across the land. As the economy thrives and the demand for goods skyrockets, the need for skilled truck drivers accelerates.

So, ready to deliver more great-fit candidates for your funnel, at the most optimal cost?

It’s time to let Joveo’s data do the talking!

Year-on-year decrease in CPC
Year-on-year increase in median advertised salary
Year-on-year increase in unique postings

CPA App-lause or App-loss

There are a lot of factors that affect CPAsCost per application (CPA) measures the cost incurred by an organization to receive one job application from a potential candidate.. You can’t control everything (market conditions, for one!), but you can work on shaping that ideal application… The one experience that’s just right for your team and applicants.

Thinking of revamping your process? Here are a few key factors to consider: application quality, CPA, employer brand, recruiter time and effort, and candidate experience. While easy apply CPAs are low, recruiters may not get all the info they need and apps from unqualified or low-intention candidates may be stacked sky high! On the other end of the spectrum, a lengthy apply can lead to high applicant drop-off, poor CX, and a high CPA.

Recommendation: Evaluate your app process to figure out what info your team needs – whether it is easy apply, an optimized ATS-based app, or something more complex, your recruitment strategy should be data-driven, hands down.

Source: Joveo and Lightcast Research

CPC, Ya You Know Me!

Nationally, the average cost per click (CPC)Cost per click (CPC) is the cost incurred by an organization for each click on a job advertisement or recruitment campaign. stands at $1.06. Alaska is the most budget-friendly state with clicks priced at $0.18. On the other end of the spectrum, Wisconsin tops the list with the highest CPC, at $2.18.

Recommendation: Make sure you get the most bang for your buck! Leverage this data, understand seasonality and macro trends, and stay nimble. Track and compare performance across states and do a little A/B testingA/B testing refers to a randomized experimentation process. Two or more versions of a variable (job title, job description, etc.) are shown to different segments of users at the same time. The goal is to determine which version leaves the maximum impact and drives conversions. to optimize those CPCs and conversion rates.

Source: Joveo and Lightcast Research

Demand-Supply: The Golden Ratio

There’s a definite trend in these numbers – seasonality! Over the course of one year, however, the average ratio of hires to postings is 2.94. What does this mean, you ask? Well, nearly three hires are made for every posting.

Recommendation: If your ratio is less than 2.94, we strongly recommend an old fashioned recruitment marketing audit. That means reviewing job titles, descriptions, compensation, and benefits compared with your competition. Oh, and how could we neglect reach, ad dollars, and return on ad spend per source!

Source: Joveo and Lightcast Research

Mind Your Demand-Supply Gap… by State

Wondering how aggressive your sourcing needs to be when you’re working to find best-fit trucking talent? Well, this chart will come in mighty handy, giving insight into the demand-supply gap The demand-supply gap is calculated by dividing the number of unique job postings by total employment in the occupation. The higher the number, the greater the demand-supply gap, compared with the national average., and indicating just how aggressive you need to be when it comes to talent sourcing or job advertising.

For example, if you’re looking to hire in Texas, Mississippi, or Delaware, you shouldn’t have a problem. In fact, these three top our list of easiest to fill states when we take a look at demand and supply of truck drivers. On the other end of the spectrum, filling your hiring funnel in Colorado, Washington DC, and Rhode Island is going to be a challenge, given the low supply and high demand!

Recommendation: If the color of your state is in the deep gold, it may indicate that you need to jazz up your job content, A/B test titles A/B testing refers to a randomized experimentation process. Two or more versions of a variable (web page, job description, etc.) are shown to different segments of users at the same time. The goal is to determine which version leaves the maximum impact and drives conversions., expand across locationsGeographic optimizations expand the targeted location to include surrounding communities. This is an easy way to extend your reach and reduce CPAs by sourcing from less competitive markets., and spend considerably more on recruitment marketing and job advertising to attract more great-fit candidates.

Source: Joveo and Lightcast Research

Who Posts the Most?

The competition is moderate when it comes to recruiting truck drivers, with an average posting intensity Posting intensity is the ratio of total job postings to unique job postings. A higher posting intensity means employers are sending copies of their reqs to several job sites or other locations on the web, to reach a bigger talent pool. of 4:1 across the occupation, nationally. Top employers like Uber, Paschall Truck Lines, and XPO Logistics distribute their jobs with the same intensity, while some other heavyweights like Taylor Truck Line (9:1) and New Legend go a step further (9:1), beating the national occupational average, alongside Amazon (8:1). Heartland Express tops them all with a posting intensity of 10:1!

Recommendation: Be sure to get your posts out to all the right job boards and on social media. We may be a little biased, but one great way to automatically post jobs across the best-performing sites is to use programmatic job advertising – plus you can take advantage of job title Job title expansion means leveraging alternative job titles, using commonly searched terms. These are published as new listings in addition to the original post. and geographic Geographic optimizations expand the targeted location to include surrounding communities. This is an easy way to extend your reach and reduce CPAs by sourcing from less competitive markets. expansions.

Source: Joveo and Lightcast Research

Show Candidates the Money!

While the national median salary is approximately $50,000, advertised median salaries over a 12-month period hit $73,000, as of December of 2023. This delta (43%!) is mostly due to two reasons: Employers with higher salaries are the ones that generally tend to advertise them. Also some employers tend to only advertise the upper end of their salary brackets. This definitely gives employers who share salary info a competitive advantage when it comes to sourcing.

Recommendation: If you offer a great salary, don’t forget to call it out in your job description, even if your state doesn’t enforce it legally. Currently, 57% of unique job postings for truck drivers include wage info. This will help you attract more candidates, lower CPCs, and fill your funnel faster.

Source: Joveo and Lightcast Research

An Eye on DE&I: How Do You Measure Up?

We know diversity is important! In fact, 67% of today’s candidates take a serious look at potential employers’ DE&I programs, and what they find influences their decision making. And, as we well know, the more diverse your workforce, the better your business outcomes!

Recommendation: Where do you land, compared with the top and bottom three states? If you find you’re falling a bit short, have no fear! There are a plethora of relevant job boards to give your DE&I program the fillip it needs.

Source: Joveo and Lightcast Research

Occupational Gain to Attract and Retain

By understanding what occupations truck drivers come from, you can tailor your job ad content and channels to reach those audiences – and that would be over and above the standard talent supply in your location. For example, many come from previous professions like light truck driving or operations managers.

Recommendation: Identify the right channels with a combination of keyword research, using a programmatic job advertising partner with publisher-level historical data and expertise. Now go get those great-fit candidates!

Source: Joveo and Lightcast Research

Curious about how your own talent sourcing and recruitment advertising efforts compare? Find out what it takes to be best-in-class and leave your competition in the dust.

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