data download - conversionia.com
TRANSCRIPT
DATA DOWNLOAD: Examining Driver Opinions
in Today’s Driver Market
CONVERSIONIA.COM ∙ PDATEAM.COM
INTRODUCTIONIt’s no secret that we’re in the midst of one of the most competitive markets in the history of truck driver recruiting and retention. Large and small carriers alike are faced with the challenge of filling their trucks with new candidates while also retaining their existing driver base to continue delivering reliable service to their customers.
Conversion Interactive Agency and PDA surveyed a pool of professional drivers. We asked them for their insight on some of the industry’s most discussed topics such as their COVID-19 vaccination status, preferred pay model, favorite ways to consume content online, and where they go online when they look for jobs.
The results of this survey show clear data for each of the questions presented to the drivers as well as key takeaways for carriers to consider. Carriers are encouraged to use this information to help make decisions on the issues and business practices that affect drivers the most.
SURVEY PROCESS:The online surveys were sent to over 12,000 CDL drivers, and we collected data from driver survey responses September 2, 2021 – October 4, 2021.
PARTICIPANT BREAKDOWN:Total Surveys Sent: ___________________ 12,781
Total Responses: _____________________ 1,172
Response Rate: _______________________ 9.20%
DATA DOWNLOAD
DATA DOWNLOAD
Are you currently looking for a truck driving job?Q1.
KEY TAKEAWAYS:
• In the spring, 36.4% of drivers said they were looking for a job. Now, down to 34.6%
• Truck driver job seekers are decreasing; however, demand for drivers remains high. Average job posting volume is up 44% year-over-year.
• Turnover remains up across the industry, and widespread pay raises are playing a part, even affecting drivers who may not be having any issues.
YES 34.6% NO 65.4%
TOTAL - 1,172
405
767
TOTAL - 767
I’m happy where I’m driving 481 62.7%
Need to get more experience 134 17.5%
Retired from trucking 68 8.9%
Health 36 4.7%
I’m afraid to make a move in this economy 32 4.2%
O/O 11 1.4%
COVID 5 0.7%
6
7
KEY TAKEAWAYS:
• Although drivers may not be actively looking for a job, calls from recruiters and increases in pay are convincing drivers to switch jobs.
• An aging workforce is also contributing to turnover as 9% of drivers indicated they have retired. That is not an insignificant number.
• If you are hiring students or less experienced drivers, a substantial number of those drivers could be at risk for turnover once they reach 6 months of experience.
• Although COVID numbers here are negligible, that could change if the vaccine mandates go into effect.
If you answered no to the first question, why are you not looking for a job?Q2.
Q3.DATA DOWNLOAD
Have you received the COVID-19 vaccination?
Yes 640 54.6%
No - I have no plans to be vaccinated 423 36.1%
No - but I plan to 109 9.3%
TOTAL - 1,172
KEY TAKEAWAYS:
• Survey results mirror national vaccination rates.
• With a significant percentage of drivers having no plans for vaccination, this sets up a challenge for motor carriers depending on how vaccine mandates play out both on the federal and state level. Small carriers could benefit with recruiting surges depending on how the mandates are enforced and regulated.
• Carriers should have a plan in place to deal with a potential vaccine mandate.
54.6%36.1%
9.3%
DATA DOWNLOAD
How do you prefer to get paid?Q4.
TOTAL - 1,172
Traditional Pay Per Mile 370 31.6%
Guaranteed Pay 297 25.3%
Hourly Pay 270 23.0%
Percentage Pay 152 13.0%
Incentive-Based Pay 44 3.8%
No Preference 24 2.0%
N/A 9 0.8%
Salary 6 0.5%
6
7
8.
KEY TAKEAWAYS:
• Although pay is important, results show that miles matter when it comes to driver pay.
• Drivers still prefer a traditional pay-per-mile pay package.
• If drivers aren’t logging miles, then that could be the reason for turnover.
• One way to insulate yourself against inconsistent miles is to offer a guaranteed pay package.
• While guaranteed pay has become popular in the last 12 months, be aware the more complicated your guaranteed pay model is, the more you are at risk for driver turnover if drivers can’t qualify.
• Incentive-based pay has also become popular with carriers in the last several months; however, survey results clearly show that incentive-based models are not popular with drivers.
When your truck breaks down, what area of your job does it impact the most?Q5.
KEY TAKEAWAYS:
• For seven straight quarters, equipment issues have been the top driver complaint according to PDA’s driver feedback data.
• PDA has also shown that equipment issues cascade into other issues for drivers, mainly compensation.
• Survey data clearly states that when it comes to breakdowns and equipment issues, it hurts the driver’s wallet.
• While the ability to log consistent miles shows at 21.2%, this still comes down to compensation. Combining the top two data points, it shows 75.8% of drivers with equipment issues, state that their compensation is affected the most.
• If drivers are leaving you over pay, you might want to look at your equipment, how long your drivers are spending in the shop, and what you are offering for breakdown pay.
DATA DOWNLOAD
Compensation 639 54.5%
Ability to log consistent miles 249 21.2%
Home Time 207 17.7%
No Impact 29 2.5%
All of the Above 19 1.6%
NA 13 1.1%
Customers/Delivery Times 11 0.9%
Routine 2 0.2%
Mental Health 2 0.2%
Driving Unfamiliar Equipment 1 0.1%
6
7
8.
10.
9.
TOTAL - 1,172
KEY TAKEAWAYS:
• Compensation is clearly the top issue.• Make sure drivers are making what you promise.• If compensation is the main reason they leave, then based on these survey results, your equipment
is important too.• 11% of your drivers aren’t going to tell you if there are issues.• Get drivers home when you say you will. At 21.6%, home time consistency is clearly important and
will only get more so as we look to attract new drivers to the industry.
When you make the decision to leave a carrier, what is the primary reason you decide to leave?Q6.
DATA DOWNLOAD
Compensation 397 33.9%
Home Time Consistency 253 21.6%
Don’t Want to Complain about issues/frustrations 129 11.0%
Communication 102 8.7%
Relationship with Driver Manager 88 7.5%
Equipment Quality 75 6.4%
Personal 40 3.4%
Benefits 31 2.6%
All of the Above 29 2.5%
First Job 15 1.3%
NA 13 1.1%
6
7
8.
TOTAL - 1,172
10.
9.
11.
KEY TAKEAWAYS:
• It’s important to remember Google isn’t the only search engine. Tier 2 search engines often produce better leads, more quality hires and a better cost per hire. These include Indeed, Zip Recruiter, Talent.com, and Glassdoor, just to name a few.
• Keep in mind, this question was where do actively looking drivers go FIRST when seeking a new truck driving job. Your digital and social media strategy should include strategies for where they’re going first, but also where they consume news, content and information.
• Consider traditional marketing strategies to help market your referral program to your existing drivers. You’re investing in referral bonuses, so be sure you’re providing the tools your drivers need to help them recruit.
DATA DOWNLOAD
When you are looking for a new truck driving job, where is the first place you go to look?Q7.
55.2%647
18.9%222
Truck Driver Job Boards
Online Searches(Google, Indeed, Zip Recruiter, etc.)
Driver Referrals
NA
Other
All of the Above
Craigslist
Driver Pulse
17.5%205
4.3%50
1.6%19
0.9%10
0.7%8
0.5%6
0.4%5 TOTAL - 1,172
DATA DOWNLOAD
What is your least favorite part of the hiring process for you as a driver?Q8.
KEY TAKEAWAYS:
• Being honest pays off even if it’s not exactly what a driver wants to hear in the recruiting process – they value transparency over anything.
• If your short forms are exceeding your full applications, this data shows you why. Drivers dislike the length of online applications. Implement technology that helps get them from a short form to a full application.
• Drivers should not be “waiting” on recruiters. In every phase of the recruiting process, communicating with the driver on the status of their application is critical to keeping drivers engaged.
Lack of transparency from recruiters 594 50.7%
Length of online application 218 18.6%
Waiting on the offer from a recruiter 144 12.3%
Too much information to digest at one time 144 12.3%
NA 20 1.7%
Orientation 16 1.4%
No Issues 14 1.2%
Training 10 0.9%
Background checks/drug screens 7 0.6%
All of the above 3 0.3%
Pay Delay 2 0.3%
6
7
8.
TOTAL - 1,172
10.
9.
11.
DATA DOWNLOAD
Q9.
KEY TAKEAWAYS:
• Drivers are consuming content on YouTube. Does your brand have a YouTube strategy for driver recruiting?• Diversity in your driver recruitment marketing media mix is critical to a carrier’s success. Brands can’t hang out online in
one place – you have to be seen by potential (passive) drivers regularly.• Many fleets are reluctant to use TikTok, but much like YouTube, establishing brand ambassadors and having them create
content for your brand can be successful.
Where do you go for your news, information, and content online?
36.8%431
Youtube
Facebook34.3%402
13.2%155
12.3%144
10.6%124
9.0%106
6.5%76
TOTAL - 1,172
Podcasts
Blogs
TikTok
(Drivers selected all that apply)
KEY TAKEAWAYS:
• Online content, whether it’s audio, editorial or other, should cover an assortment of interests for drivers. • Consider advertising on shows that cover these topics on other media options as well, including Sirius XM Radio and more.
DATA DOWNLOAD
If you listen to podcasts, what type of podcasts do you prefer?Q10.
31.7%372
29.3%343
Spo
rts
New
s &
Po
litic
s
Co
med
y
Truc
king
In
dus
try
Do
n’t
liste
n
True
Cri
me
Po
p C
ultu
re
Ed
ucat
ion/
Do
cum
enta
ry
Rel
igio
n
Var
iety
Fina
nce
23.4%274
23.2%272
19.1%224
17.2%201
9.0%106
2.0%24
1.5%17
1.2%14
0.9%11
TOTAL - 1,089
Scie
nce/
Tech
nolo
gy
Lead
ersh
ip
0.3%4
0.1%1
(Drivers selected all that apply)
KEY TAKEAWAYS:
• One of the biggest challenges facing recruiters today is the struggle to connect with a driver after receiving a short form or application. Phone calls are the preferred method of contact for most drivers, and consistently reaching out via phone is critical to your recruiting department’s success.
• When you do get a driver on the phone, don’t just give them a link to your application. The data shows you will most likely never hear back from them.
• Drivers like personal interaction, so even if it’s not a phone call, be sure to communicate in a personal and engaging way.
DATA DOWNLOAD
How do you prefer to be communicated with during the recruiting process?Q11.
52.6%617
24.4%286
21.1%247
1.8%22
Phone Call
Other
Text
TOTAL - 1,172
*Other responses included - NA: 0.6%, Prefers no contact: 0.4%, All of the Above: 0.3%, Face to Face: 0.3%, Facebook Messenger: 0.1%, FaceTime: 0.1%
(Drivers selected all that apply)
KEY TAKEAWAYS:
• Managing your brand’s online reputation is critical to your recruiting success. • If drivers are eager to read content about your company when they’re looking for a new job, your brand must create
consistent content to compete in today’s market.• Be sure you web site is up to date with the latest information for drivers and have regular SEO audits conducted to help
support traffic to your site.• Implement a formal strategy for how you respond to online driver reviews. This will pay off in reaching potential drivers.
DATA DOWNLOAD
How much research do you conduct before applying for a new truck driving job?Q12.
76.5%897
I read driver reviews, visit the company website AND read as much content as I can find about the carrier
I read driver reviews
11.1%130
I conduct very little research3.8%45
TOTAL - 1,172
I visit the company website8.5%100
KEY TAKEAWAYS:
• Advertising on these media sources are strategies that feed the top of the driver lead funnel. They are tough to quantify with a true cost per hire, but they feed your pipeline and build your brand.
• These are great sources to use in your retention efforts as well. Don’t think just recruiting – your own drivers are showing up here also.
DATA DOWNLOAD
When you are driving, what do you listen to the most?Q13.
31.8%373 Sirius XM
18.7%219 Spotify
23.7%279 Other
20.2%237 Pandora
14.8%173 Apple Music
11.9%140 Traditional Music
20.6%242 Podcasts
16.8%197 Audiobooks
TOTAL - 1,172
*Other responses included - Amazon Music: 7.1%, Doesn’t Listen: 6.1%, Youtube: 5.8%, Personally downloaded music: 3.3%, Other: 0.8%, CB Radio: 0.3%, NA: 0.3%
(Choose your TOP 3)
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