Start With 'Why' to Attract More Drivers

Too many driver advertisements and pitches start with the what.

“We have a regional position that goes from Grand Rapids, MI to Boise, ID, then back to the East Coast.”

That’s a what, and it’s not very compelling.

Instead, focus on the why.

“Are you tired of an inconsistent paycheck and not seeing your family? Our company offers drivers guaranteed paychecks and home time every weekend.”

That’s a why, and it’s much more likely to strike a chord with your candidates.

Purple Cows are why statements – not what statements.

Steps for Starting With the Why:

1. Why: Clearly define a few purposes for why your ideal driver would take your position. Think of messages that can help relate to that overall purpose.
2. How: Define the steps of how you'll help a driver obtain that overall purpose.
3. What: Now define the exact position you're hiring for, but include the why and the how component first.

Simon Sinek's "Start With Why" Ted Talk does a great job explaining Why, How, and What.

Check it out here, and leave a comment with your thoughts.