The Oklahoma flatbed carrier that won CCJ’s 2023 Innovator of the Year has proven you don’t need a lot of money to implement great change. Melton Truck Lines was recognized for its driver influencer program that incentivizes drivers to post videos to social platforms like TikTok and YouTube.
The trucking company has experienced some impressive benefits with the implementation of this program, including better recruitment, especially of younger generations. Since the launch of the program in April 2022, Melton has seen a steady increase in online referrals. From April to July this year, Melton saw a 56% increase in driver applications from referrals and a 45% increase in driver referral hires compared to the same timeframe last year, said Melton’s Digital Marketing Manager Kennedy Alvarez. She said those benefits have trickled down to other departments. Because recruiters have been able to work fewer leads to get to a hire, their time has been freed up to focus more on strategic hiring practices, which has in turn positively impacted safety and productivity.
While helping grow the company’s driver roster, the program has grown itself. In February this year, when Melton received CCJ's Innovator of the Year honor, the program consisted of 12 driver influencers; it has since grown to nearly 20.
One of those influencers is Terrance Small.
When Small set out on his journey to become a trucker, he said it was tough to find positive content about the trucking industry that offered helpful information to those who were just starting out. So he launched his own YouTube channel called 50 Plus Trucker Journey when he began studying for his CDL. Also a driver trainer, his content consists of training-style and informational videos aimed at people who are interested in becoming a flatbed driver.
Other driver influencers’ content focuses on the trucking lifestyle, health and fitness and more. Alvarez said Melton has always had drivers who post content, but the company had never formalized it or incentivized until launching this program.
