We helped a 35 yr old staffing company reposition itself for growth and scale

Client

Truckker

Expertise

Strategy, Product Design, Development

Truckker sounds like an 80’s metal band that might open for Slayer or Megadeth back in the day. It’s not that of course, instead it’s the rebranded trucking division of TPI Personnel, a 35 year old staffing company based in Oakville, Ontario. TPI specializes in recruiting truck drivers for hauling companies that need them.

Hiring truck drivers is a complicated affair. Finding drivers you can trust to deliver precious cargo hundreds or even thousands of miles across the country is no easy task, but after three decades in the biz, TPI had perfected their hiring process down to a science, except for one little detail. It was all paper based.

Enter Paul Weatherhead, entrepreneur and visionary behind the Truckker initiative at TPI. Paul’s idea was pretty straightforward on the surface—take the paper based process and digitize as much of it as possible. Once it’s digitized, automate as many parts that were traditionally handled manually. 

We used a similar approach on another transformation project for Riverside Millwork, if you’re so inclined, check out our case study for <txt-link>Riverside Millwork<txt-link>.

We started out by understanding and mapping out the entire manual process end to end. It looked something like this:

  • A truck driver applies a for a job
  • They go through a number of tests and proof of skills with proper documentation
  • Their references are validated
  • Their information is collected and filed away in binder

The hard part was matching the driver with the right amount of experience and skills to satisfy the needs of the job. This part was left up to the staffing agents expertise.

We saw some immediate opportunities to reduce friction in onboarding drivers. With sticky notes and sharpies we sketched out a driver onboarding process conducted independently on a phone. It involved stepping drivers though a multi step form taking selfies to validate their identity and photos of documents as proof of driving skills. 

We tested some high-fidelity prototypes with a representation audience with good results and were confident to take our designs to code.

April 2020, our release candidate shipped and driver intake began. Just in time too, as covid-19 discouraged in-person interviews. The new digital onboarding proved to be a winning strategy at the peak of the pandemic, registrations for new drivers soared and job placements were maintained.

The next big challenge was optimizing how candidates were matched with potential jobs. It’s a lengthy process and one we get into in this <txt-link>post<txt-link>, but, in short it uses a matching service to find the best candidates for the job. 

Think of the matching service like Will Smith in <txt-link>Hitch<txt-link>, remember that? It’s responsible for all the work to not only find the matches but also reach out to the candidates and get them to apply for positions. And the best part is that all communication is done via SMS and not email as you might expect. Turns out that the conversion rate of SMS for this particular audience was 10 times more effective than email.

As Truckker continues to grow its operations, Paul and the team at Truckker have their eyes set on scaling the business nationally with a technology platform that is ready to scale with them.

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