Solving a Nationwide Driver Shortage with Smart Recruitment Strategy
From Broad Messaging to Hyper-Targeted Reach
We began by overhauling the entire recruitment funnel, starting with advanced location-based targeting. Using geospatial data, movement trends, and driver behavior insights, we deployed digital ad campaigns targeted to reach the right candidates in the right places at the right time. To make those impressions count, we paired our approach with custom video content that highlighted the day-to-day life of a TForce driver and the company’s strong benefits and culture.
A Recruitment System Built for Scale
We also helped TForce shift to a lead-based recruitment model that streamlined the process and increased conversion rates across markets. By nurturing leads and tailoring messaging to different stages of the funnel, we made it easier for drivers to engage and apply. Real-time analytics allowed us to test different incentive models, identify top-performing campaigns, and scale what worked across the entire network.
Driving Results in a Tough Market
The impact has been transformative. Applicant volume rose significantly, even in hard-to-fill markets. Our strategies now support recruitment for all 194 terminals nationwide, with rapid-response capabilities that let TForce fill urgent openings fast. It’s more than a marketing campaign—it’s a long-term solution to one of the industry’s toughest challenges, built on collaboration, creativity, and data.
