{"id":1935,"date":"2026-09-16T14:15:00","date_gmt":"2026-09-16T12:15:00","guid":{"rendered":"https:\/\/fosfor.nl\/?p=1935"},"modified":"2026-08-31T11:34:46","modified_gmt":"2026-08-31T09:34:46","slug":"recruiting-drivers-how-to-tackle-the-shortage-using-google-campaigns","status":"publish","type":"post","link":"https:\/\/fosfor.nl\/en\/chauffeurs-werven-tekort-zo-werken-google-campagnes\/","title":{"rendered":"Recruiting drivers: how to tackle the shortage using Google campaigns"},"content":{"rendered":"

The quickest way to tackle the driver shortage is to be visible when a driver is actually looking for a job. Google search campaigns work so well because you appear as soon as someone types in \u201clorrie driver vacancy + location\u201d. This results in more qualified applicants and a shorter recruitment process than waiting for someone to stumble across your careers page by chance.<\/p>\n

In this article, you\u2019ll find out how big the shortage is, why search campaigns perform better than broad social ads for this audience, which channels to combine, and how to set up such a campaign step by step.<\/p>\n

How severe will the driver shortage be in 2026?<\/h2>\n

The shortage of lorry drivers is structural and is growing. According to the UWV, commercial goods transport has for years been one of the sectors with a very tight labour market (UWV, 2025), which means that there are more vacancies than there are available candidates.<\/p>\n

The causes are well known: an ageing workforce, a lack of people joining the sector from other fields, and competition amongst transport operators for the same staff. Transport and Logistics Netherlands has long been warning of the consequences of this staff shortage for the sector (TLN, 2025).<\/p>\n

For a small or medium-sized transport company, this means that the traditional approach \u2014 posting a job advert and waiting \u2014 no longer works. You are competing with dozens of other employers for a small pool of active drivers. Whoever is the first to stand out \u2014 and stands out the most \u2014 wins.<\/p>\n

Why do Google search campaigns work so well for drivers?<\/h2>\n

Google search campaigns work so well because you reach a driver at the exact moment they\u2019re searching for something themselves. Someone who types in \u2019driver wanted Rotterdam\u201c or \u201dCE lorry driver vacancy\u201c in the evening already has a specific intention. So you\u2019re capturing demand rather than creating it.<\/p>\n\t\t

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