One of the most frustrating and mind-boggling occurrences in the CDL driver recruiting process is when inbound phone prospects fail to convert into completed DOT applications.
From a driver recruiter’s perspective, completing an application is the obvious next step for a prospective driver after he or she calls in, but from a driver's perspective, it’s not always so black and white. Many drivers call in to recruiters looking for more information and an easy way to move through the recruiting process with as few roadblocks as possible. It’s telling, then, for recruiters to look back at the overall percentage of inbound calls that are converted into completed applications because this number can certainly shed some light on what’s working and what’s not working in your inbound call process.
In this post, we’ll look at some industry best practices on how to increase the number of inbound calls that are converted to completed application. Here are the dos and don’ts:
DO think about the call process from their point of view
The first thing all CDL driver recruiters should do when looking to convert more prospects into completed DOT applications is to take a step back and look at the recruiting process through the eyes of the drivers themselves.
If the application process is too confusing or convoluted – for example, if it takes minutes of searching just to find a contact number on a website or if a driver is put on hold over and over – drivers will abandon the process. There are plenty of competitors who are more than willing to speak with them. If a driver is calling in, it means they are especially interested and have already done some preliminary research. It’s up to you as a driver recruiter to bring them full-circle through the process to fill out an application.
DON’T let their calls go to voicemail
This is the number one way to lose prospective drivers who call in. Even if drivers do actually leave a voicemail with their contact information, it’s extremely hard to get them back on the phone again as they likely have a current driving job with few chances to speak on the phone. Talking to prospective drivers one-on-one is the best way to establish a relationship with them and to get the ball moving towards an application. Recruiters should also make sure to never hang up the phone without getting a driver’s basic contact information, as well as a mobile number an email address. In fact, great driver recruiters will offer to fill out as much of the DOT application as possible for the driver so they simply need to review and sign electronically. At the end of the day, the more data recruiters can glean from a conversation, the easier it will be to communicate and engage with drivers down the road.
DO establish a two-way conversation
One of the easiest ways to make prospective drivers feel comfortable and outgoing on a phone call is to be just that – comfortable and outgoing. Be sure to ask pointed, open-ended questions to relax and assure drivers that their answers are important. After all, prospective drivers don’t want to feel like just another number in a line of conversations for the day. Everyone wants to feel like they’re the most important conversation, and that you as a driver recruiter will help them professionally as well as personally. Drivers should feel comfortable asking about company details and information, which brings up the next best practice...
DON’T fumble your way through a sales pitch
It’s critical to recognize that driver recruiting is, in fact, sales. Trucking today is so incredibly competitive that drivers can quite literally shop around for companies to work for, and as a driver recruiter you must be able to succinctly tell drivers who call in why your organization is the one they should drive for. This means conveying critical information like turnover rates, compensation, and any other relevant company information in a professional (yet conversational) manner that entices and engages potential drivers. One good tip here is to record all conversations you and other recruiters have with drivers to develop a go-to ‘elevator pitch’. Tracking back-end metrics during the recruiting process is important at all stages – especially during initial conversations with driver prospects.
DO stay on the phone until they fill out their application
This is where recruiters can make or break a potential driver conversion. Instead of directing drivers towards your company’s website to search for how to apply, provide them with a direct link via email or text. Or better yet, fill out the DOT application for them while they relay their information to you. You already have them on the phone – why waste this opportunity and take the risk of them never filling out an application?
It’s all part of making the recruiting process as seamless and as easy as possible from the driver applicant’s perspective. Plus, if you’re leveraging a recruiting platform like DriverReach that automates previous employment verifications in minutes, you can start processing and qualifying the driver even while you’re still on the phone with them.
When it comes to converting inbound driver calls into completed DOT applications, it’s all about the conversation, response, and application experience. Increase your applicant conversion rate with DriverReach, the modern way to work smarter and get more drivers on the road faster. Learn more – request your demo of DriverReach today!