60 | Putting more of a focus on training Forgotten Highway. OTL Group has been servicing the Waikato region for the past 60 years. Kelly Deeks Long-standing livestock carrier Otorohanga Transport Limited Group (OTL) is now putting its focus on attracting and training young workers, and a new social media strategy is proving to be a winning formula. Ever since OTL Group leveraged with social media, its online presence has become a key tool for its recruitment of the younger workforce, with the company dropping the average age of its truck drivers from 57 to 31. OTL Group is a family owned business which has been servicing the logistical needs of the Waikato region for the past 60 years. Established in Otorohanga in 1963 by Jim and Bev Barker and Dennis and Cynthia Dow, OTL Group collaborated with other local carriers servicing the local livestock cartage market, and has diversified since its inception to become one of the North Island’s largest nationwide transport groups. OTL Group has always provided both external and internal driving training programmes for its employees and with more older drivers looking to retire or step back, the firm is putting more of a focus on its training, and on bringing fresh young talent into the industry and training them from the ground up. Now all it needed was keen young people. When job advertisements placed in local newspapers failed to rouse the amount or calibre of talent that OTL Group needed in its workforce, it was managing director Rodney Dow’s kids who showed him where he was going wrong. “They said ‘nobody reads the newspaper anymore Dad, they are all on social media’,” he says. RURAL SERVICES » OTL Group Ltd Rod, Cynthia and Carolyn. “So we started off making Facebook videos, then it sort of morphed into a bit more of a TikTok.” OTL Group has been posting Facebook videos since 2019, then got on to TikTok in 2021. “That’s where our audience is. The people who tend to comment on Facebook, a lot of them have grey hair.” Initially making its own videos, OTL Group eventually engaged vidographer Timo Brooky of Maea Media to help script, film, edit, and post its videos. Rodney says OTL Group’s social media strategy has a strong focus on people and humour, making the company relatable and engaging for potential new employees. “There is already a lot of footage of trucks out there, so we really wanted to show the people. It has always been about that for us, because we have got these awesome people in our industry.” As well as some funny April Fools Day videos, including a new ‘truck coin’ currency exclusive to OTL Group, and a road train that converts cow farts to fuel, OTL Group has also posted various driver interviews and even interviews with drivers’ family members. “These are real people, there’s no acting. Timo has a really good way of getting people to relax in front of the camera.” Today OTL Group has more than 4000 followers on TikTok, and some of its videos have reached a massive 200,000 views on the platform. OTL Group continues to utilise its social media channels to connect with potential employees and showcase their exceptional mahi in the mighty Waikato. “Where else can you get paid to see the whole of New Zealand? Our people have been everywhere.” We provide professional quality advice and friendly service to dairy, drystock, forestry, horticulture and rural businesses throughout New Zealand. We are pleased to support OTL Group
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