In today’s world, if you do not have digital channels, you are stealing from yourself. You cannot ignore global progress and the great ways to reach people, which are essential for your business. Let’s take a proper look at this.
No matter what business you are in—whether selling products or offering services—your customers are people. If people do not know about you or your business, you cannot grow. If no one knows you exist, they certainly won’t know about your business. That’s why we need to find as many ways as possible to reach people, regardless of what you offer, whether it's a job position or selling trucks.
Now, let’s analyze your current hiring process and explore ways to improve it. For example, you may be running a business or working as a marketing or recruiting manager. Right now, you receive potential candidates through referrals or job postings on Craigslist or Indeed. However, you are still unhappy with the results. Why? Because:
Referral Programs (while beneficial, have certain drawbacks):
Example:A short story from my work experience: A company had a driver, Jack, who referred his friend, Mark, to the company. Everything ran smoothly for about four or five months. However, one day, Mark caused significant damage to a truck, resulting in repair costs of around $10,000–$12,000. As is common in the trucking industry, Mark denied responsibility, saying, “This is not my fault, and I cannot be held accountable.” After some discussions, Mark left the company. Two days later, the company received a phone call from Jack, and he said:
Driver Jack: “Hi, how are you? I’m in Chicago right now. I will return the truck to the terminal—keys and fuel card will be inside the truck.”
Company: “Hello. What’s going on? Is something wrong? Did something happen?”
Driver Jack: “No, nothing.”
Company: “Then why do you want to leave the truck at the terminal? Please tell me what’s going on. If there’s a problem, I want to fix it because you’re a good driver, and we don’t want to lose you.”
Driver Jack: “Really, nothing happened. It’s just that my friend Mark told me that I’ll be the next one the company fires, or that I’ll have to pay a lot of money for nothing. He said I’d have serious problems if I stayed.”
Company: “Oh my God, are you serious? First of all, we never fired your friend Mark—he quit on his own because he refused to pay for the damage he caused to the truck. Second, the company has no problem with you. We never called you, and we never said you would be fired. What are you talking about? We respect you and want to keep working with you. We will send you pictures of Mark’s truck so you can see for yourself that this situation was not our fault.”
Driver Jack: “Yeah, he told me he damaged the truck, but he also said you were trying to charge him a crazy amount of money. That’s not respect, and that’s why he quit.”
Company: “We don’t handle repairs ourselves. The service shop sent us an invoice. If you want, I can send you a copy of it too.”
I won’t continue this story—it’s just an example for you. Unfortunately, this is a typical situation in trucking companies. This is how referrals can be risky for your operations. You don’t just lose one driver—you lose two or more. Drivers trust each other more than they trust the company.
With this problem, you can’t operate properly. You constantly have to worry about what might happen next, which is bad for business. Often, you’ll find yourself following the "drivers’ law" and being afraid to enforce company policies because you could suddenly end up with multiple trucks sitting idle at the terminal.
Another issue with referral drivers is that they can form groups within your company. For example, one or two drivers might bring in 10–15 of their truck driver friends. This group could start influencing company policies, demanding higher pay, refusing certain loads, or resisting company rules. They might even threaten, “If you don’t give us what we’re asking for, we’ll all quit at once.” And just like that, you could have 10–15 trucks parked at the terminal by the weekend.
My recommendation: Do not hire more than one or two referral drivers from the same driver and their friends. If they decide to quit, the maximum loss will be two or three drivers—not 10 or 15.
I hope you now have a better understanding of why digital channels are essential, right? They help you operate more securely and with confidence because you can reach more truck drivers and customers without worrying about losing a few employees. Having a strong digital presence allows you to run your business on your terms, feel secure, and enforce your own company policies.
Now, let’s discuss which digital public channels you need and which ones are most important for your business. Some of these are free, while others may require a monthly subscription or a one-time payment:
Your website is more than just a business card — it’s one of the most powerful tools for achieving great results in your business. The biggest advantage of having your own website is that you control everything. You set your own policies, choose the content, and manage its visibility. You can open or close your company’s website at any time, and no one else can restrict or shut it down. Aslo you can run any type of the business like trucking company, repair shop, or towing company.
To put it into perspective, let’s say you have a Facebook page or group. According to Meta’s policies, they can restrict your account or even shut it down at any time. If that happens, all the money you invested to grow your page’s activity and followers will be lost instantly. But that’s not even the worst part—the real loss is the profit, customers, or new employees that your page brought to your business. They would all be gone in an instant. And trust me, social media ads are expensive.
This isn’t just about Facebook — every social media platform has the same risk because you don’t own them. It’s like working for a company: today, they might need you and value your skills, but tomorrow, you could be gone. Everything you invested—your time, effort, stress, and dedication — could disappear in seconds. I know this from personal experience, and while it was a tough lesson, it helped me grow.
Look at TikTok, for example. A few months ago, the U.S. government considered banning the platform. But what about the millions of people who built businesses through TikTok, invested money, and worked 24/7 to create content? Losing that would be devastating. Creating content is not easy—it’s like writing an article, which can take weeks to complete.
This is why investing in your own website is the best decision. Being your own boss and investing in yourself is the greatest benefit you can have.
Now, let’s look at the advantages of having your own website as a trucking company:
This takes your website to a different level. Here’s a simple example:
Your website works similarly to a YouTube channel — just as you can grow on YouTube through consistent content, your website can rank higher on Google Search based on the quality and relevance of its content.
This is how SEO can help bring more clients and potential employees to your business. 🚀
These are great resources that are actually free, but you can also buy advertising from them to reach more people, which is necessary for your business. As you already know, almost everyone in the world has some kind of social media account, such as:
These platforms have built a strong history over many years and have gained people’s trust. They also contain a lot of information that is interesting for your potential employees or customers. I have ranked these channels by importance for a trucking company audience.
This is the most popular resource for trucking companies and truck drivers. I would say around 56% of truck drivers have or use Facebook. These aren’t just words—I’ve gathered this data from surveys and communication with drivers. Through my experience, I’ve interacted with thousands of drivers and received tens of thousands of leads and calls. And this is why Facebook is a more popular resource for truck drivers and trucking companies:
I would say this platform is the second most popular among truck drivers. Everyone knows what YouTube is, and it is really super useful, easy, and interesting for any user. There are a lot of reviews about trucking companies, semi trucks, job processes, and recommendations on how to avoid mistakes. The greatest thing about YouTube for users is video content, which is easier to consume than reading about something.
I would say this is the third most popular platform for truck drivers. Many drivers use this platform to have fun and enjoy reels videos. Personally, I don't like to use this platform for hiring or professional reasons. Yes, you definitely need an account for your company on TikTok, but don’t focus too much attention on it.
This platform is great for office employees. You can find many professional people on LinkedIn, including those from different countries who may work for your company remotely. You can find candidates with experience in your industry or even those without experience, but with huge motivation to learn and work in your U.S. company. You can also find truck drivers or other businesses and services that could be beneficial to your operations.
All other social media platforms are good to have, too, to reach people from those platforms. These are highly competitive and trusted platforms with many users, such as Instagram and Reddit.
Managing all of these pages and adding content daily is a huge task, but it’s what takes your business to the next level and makes your processes more efficient and professional. When you face fewer shortages of things like employees, money, or clients, you’ll gain huge opportunities and trust from everyone.
Here are statistics on social media channels, showing which ones are most popular among truck drivers and which ones deserve more attention. This data is based solely on my personal experience and opinion.
As of 2025, the estimated number of active users for major social media platforms in the United States is as follows:
| Platform | Active Users (millions) |
|---|---|
| 221.71 | |
| 180.77 | |
| TikTok | 140.44 |
| X (formerly Twitter) | 126.39 |
| 110.56 | |
| 89.34 | |
| 87.55 | |
| 2.7 Billion |
With these numbers and analytics, I’m trying to show you the huge potential and room for growth in your business. You have full, free access to your potential clients or employees, where you can share information about your business ideas, products you want to sell, or job offers. The more people who know about you or your business, the more successful you will be. And this is not just my opinion:
"The key to success is visibility. If no one knows about you, how can they do business with you?" - Grant Cardone
The next type of public platforms that can help you get more qualified employees, like CDL truck drivers, are platforms where you can share your information and post jobs, such as:
The best thing about these platforms is that they are very focused on the industry and very professional. While people use social media channels for fun, on these platforms people come for:
These people are already ready to work and are looking for a better company or a better offer, which is great for you. Why? Because your ads budget pays you back right away. Let’s consider this example:
If people are using social media and see your ad, it might be like: “Hmm, not a bad offer, okay, let me leave my information to receive a callback.” However, many potential candidates will never answer the phone or already have a job and are not ready to change, although they may listen to you, which is great but not perfect compared to people who are really searching for a job.
Some of them may go further and, after seeing your ad, will search for your company name on Google to find out more information. And in Google search, any user will first find your:
The best thing about these business pages is that they attract a professional audience who are working and living in your industry. These platforms not only allow you to post job offers but also let you build a sales landing page for your company.
Example: On NewJobs4You.com, you can find the right audience and also create a landing page for your company. All potential candidates who are visiting the website or coming from ads to this site (maybe like you are right now) will see your company. If you pay for sponsored content on the website, users will reach your company more often, which will give you more impressions and more application forms, or customers who want to buy your services or products.
If you're a trucking company, for example, website users will be able to see the following information:
This is incredibly helpful not only for potential candidates but also for your recruiting team. When they call leads (received application forms), your new potential candidates will already know almost everything about your company, which will save a lot of time and increase conversion. Also, your recruiters can send a link to your company landing page, like: FREIGHTECH, INC Business Company Page, to give them more information about your business.
My best recommendation to you is to build a strong brand. It doesn’t matter whether you need great employees or want to sell a product.
All the people using your social media channels and business pages must be directed to your website, where you can showcase your offers and present everything to potential customers or candidates. This approach minimizes risk because if someone keeps scrolling on social media, they might get distracted by another post and leave your ad.
You need to retain all users who come through your ad or social media post and guide them to your website, where you can offer them something relevant or similar to what they are looking for.
For example, at the bottom of this page, you’ll find another great article for you: "How to Attract More Drivers." Also, don’t forget to complete the partnership form!
Also, when people come to your website, you have huge analytics to see what your users like, which pages they visit, which pages they spend more time on, and from which pages they are applying for your jobs or other services. This is crucial for growing and improving your ad budget and, of course, your business.
Here’s my information below. If you have any extra questions, feel free to send an email. Thank you for everything.
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