CCJ Innovators highlights carriers and fleets that have creatively tackled challenges in the trucking industry. If you know of an innovative carrier, please reach out to CCJ Chief Editor Jason Cannon at [email protected] or call 800-633-5953.
Eric Weed engages in a workout routine in a truck stop parking lot, capturing videos of his fitness journey with his Melton truck and flatbed trailer in the background. “Most of my content focuses on fitness and health,” Weed shared. “I love creating videos that offer value, whether it’s about meals, workouts on the road, or mindset. I aim to make the process simpler.”
This content can be found on his TikTok page, where Weed serves as a “driver influencer” for Melton Truck Lines. Other influencers include Terrence Small, Chris Womack, and LaJames Williams, each showcasing various aspects of the trucking lifestyle, ranging from best practices to everyday experiences.
Innovative Career Paths
Melton recently launched its driver influencer program as a modern take on word-of-mouth advertising, as noted by Kennedy Ruley, digital marketing manager at the Tulsa-based company. Traditional referrals had declined due to the pandemic, prompting the team to explore influencer marketing that resonates with social media habits. “It’s surprising that this method hasn’t been widely adopted in our industry,” Ruley said, underlining its potential to enhance Melton’s online engagement.
The influencer program now complements Melton’s various career opportunities, including mentorship and recruitment programs. Each driver influencer is required to post at least one video per week, sharing their experiences to aid in recruitment, all while receiving additional compensation.
Engagement and Compensation
Melton utilizes its driver influencers’ videos for marketing across platforms such as TikTok and Facebook. They promote these videos as ads and offer monetary incentives based on engagement metrics. For instance, achieving over 5,000 views on a TikTok video can yield an additional $25 reward.
Engagement strategies are monitored using analytics tools, helping to refine content and maximize effectiveness. Influencers hold the autonomy to monetize their own profiles and may collaborate with brands as long as alignment with Melton’s values is considered. Weed noted that most of his viewers belong to the 18-34 age group, demonstrating how the influencer program can attract new drivers.
Modern Recruitment Strategies
Lindsey Trent, co-founder of the Next Generation in Trucking Association, emphasized the need for more video-centric recruiting to overcome stereotypes associated with the trucking lifestyle. Melton, recognized in 2014 for its health initiatives, seeks to shift narratives by showcasing positive driver stories. This has led to an increase in both recruitment and retention, aligning with Melton’s objectives of providing rewarding career opportunities for drivers.
Since the implementation of the influencer program, Melton has observed a rise in online referrals, further indicating its impact on attracting talent. Ruley highlighted that while the program is one part of a larger recruitment strategy, its authenticity and real-world experience amplify the company’s brand and resonate with current and prospective drivers.
The CCJ Innovators program is sponsored by Comdata, Freightliner Trucks, Omnitracs, and Valvoline.
