Is your company's social media attracting or repelling workers?

How did you come up with the idea to start your business? What was the industry need you saw?

After working with a family friend who owns a trucking consulting firm, I fell in love with the transportation industry. My original plan was actually to market businesses across all industries, but after spending a few years in trucking, I realized there was a huge opportunity to do something different.

The trucking industry is incredible at moving freight, but many companies are still behind when it comes to digital marketing and social media. A lot of businesses think, "We're posting, so we're doing social media." In reality, there's so much more to it.

Your social media should be an extension of your recruiting team, your sales team and your brand. Every piece of content should have a purpose, whether that's attracting drivers, building trust with customers or creating awareness. That's the gap I saw, and that's why Be Social exists.

How does creating a distinct brand presence online help a trucking company recruit talent? Could it also help a trucking company win over more shippers?

Social media is the new search engine. Before someone fills out an application or reaches out for a quote, they're checking your Facebook, LinkedIn, Instagram or TikTok. They're looking at what you're posting, how you interact with people, what your drivers are saying and what your company culture looks like. People want to picture themselves working with, or doing business with, your company before they ever contact you.

A strong online presence absolutely helps recruit drivers because it keeps your company top of mind. Even if someone isn't ready to make a change today, they'll remember who consistently showed up in their feed.

And yes, it can absolutely help attract freight opportunities too. The key is knowing which platforms support which business goals. Every platform has a different audience, and your strategy should reflect that.

Are specific social platforms more important than others for the trucking industry?

Absolutely. The first question I always ask is, "Who are you trying to reach?" If your goal is recruiting drivers, your strategy will look very different than if you're trying to build relationships with shippers or promote your services to other businesses.

Not every platform deserves the same amount of attention, and not every piece of content belongs everywhere. A successful social media strategy isn't about being on every platform; it's about showing up consistently where your audience already spends their time.

What's the biggest mistake you see trucking executives make when it comes to social media?

The biggest mistake is overthinking it. I've seen companies spend weeks debating one post while missing dozens of opportunities to connect with their audience. Social media moves fast. If you wait until everything is perfect, you're usually too late.

Another common mistake is assuming the youngest person in the office should run social media simply because they use Instagram. Social media is marketing. It's strategy. It's branding. It's understanding your audience and creating content that moves people to take action. Have fun with it. Stay true to your brand. Be professional, but don't be afraid to show personality. That's what people connect with.

Small business owners and trucking executives are busy people. Why is it important that they dedicate some of their time to social media brand building?

They're incredibly busy, and that's exactly why having a strong online presence matters. Your customers, future employees and potential business partners are researching your company whether you're active online or not.

At the very least, make sure your social profiles are claimed, your branding is consistent and your information is current. First impressions happen online long before someone picks up the phone.

For a trucking executive that's not sure where to get started, what's the first step you'd recommend to start building an online and social presence?

Start with a plan, not just a posting schedule. Figure out who you're trying to reach and what you want people to think when they come across your company online. From there, build content that supports those goals and stay consistent.

If you have an internal team that's passionate about marketing, invest in them and give them the tools to succeed. If you don't have the time or resources, that's okay too. That's exactly why we started Be Social. We know trucking. We understand the industry, the people and what actually works online. Our goal is simple: help trucking companies stop just posting and start building a brand people remember.