SOCIAL MEDIA SAVVY DIGITAL MARKETING STRATEGIES
FOR RECRUITING AND RETAINING TAXI DRIVERS
Article by Phil Holloway Marketing Director
www.hollogram.com
Having worked in the taxi industry for the past 8-9 years, I’m still surprised at how much of an impact digital marketing has for recruiting taxi drivers into companies. We tried a new strategy recently and it recruited 30 drivers into a fleet in a matter of days. It really does work. Here are some tips to help your business.
In the competitive taxi industry, recruiting and
retaining skilled drivers is crucial for sustained success. Digital marketing offers a powerful set of tools that can help a taxi company attract new drivers and keep them engaged. By leveraging social media and other online platforms, a company can not only reach a wider pool of potential recruits but also demonstrate its commit- ment to providing consistent work opportunities, thereby increasing driver loyalty.
Recruiting drivers through digital marketing
Digital marketing allows taxi companies to cast a wide net when recruiting drivers. Traditional recruitment methods, such as classified ads or word-of-mouth, can be limiting in scope, whereas digital platforms offer access to a larger and more diverse audience.
One effective strategy is to create targeted ads on social media platforms Facebook, Instagram, and LinkedIn. These platforms allow for precise audience targeting based on location, demographics, interests and employment status. For instance, ads can be tailored to reach individuals who have expressed interest in driving jobs or have a background in transport services. By showcasing the benefits of driving for the company - such as competitive pay, flexible hours, and a supportive work environment - these ads can attract qualified candidates.
The company’s website should also play a central role in the recruitment process. A dedicated careers page, optimised for search engines, can provide detailed information about the application process, job require- ments, and the perks of driving for the company. Including testimonials from current drivers and a FAQ
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section can help answer potential questions and build trust with prospective recruits.
Additionally, the use of email marketing can be a valuable tool for recruitment. By building a database of potential candidates who have shown interest in driving jobs, the company can send out regular newsletters highlighting job openings, upcoming recruitment events and success stories from current drivers.
Retaining drivers through social media engagement
Retention is as important as recruitment, and an active presence on social media can significantly enhance driver loyalty. By regularly engaging with drivers on platforms such as Facebook, Instagram and Twitter, a taxi company can create a sense of community and show drivers that their contributions are valued.
One way to do this is by showcasing the company’s marketing efforts aimed at increasing driver earnings. For example, the company can share updates on new partnerships with local businesses, promotional campaigns targeting specific customer segments, or collaborations with events that could generate more ride requests. By keeping drivers informed about these initiatives, the company demonstrates its commitment to securing consistent work for them.
Social media can also be used to celebrate drivers’ achievements, such as reaching milestones, positive customer reviews, or participating in community events. This public recognition not only boosts morale but also shows that the company values its drivers’ hard work.
Furthermore, social media platforms can serve as a channel for two-way communication. By encouraging drivers to share their experiences, provide feedback, or voice concerns, the company fosters a culture of openness and mutual respect. This approach can help address issues before they lead to dissatisfaction, thereby reducing driver turnover.
Get in touch with Phil Holloway at Hollogram, via email
phil@hollogram.com or call 01509 398 002
www.hollogram.com
SEPTEMBER 2024 PHTM
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