In driver recruitment advertising, we really focus on direct response techniques. Direct response advertising evokes an immediate response and compels people to a take a specific action. It requires a strong call-to-action to encourage candidates to respond to your offer. By capturing these responses, you’re able to convert driver leads and generate new hires. Direct mail, pay-per-click, display ads, and other call-to-action advertisements are just a few examples.
To meet your recruiting goals in this tough driver shortage, you need more applications to turn into hires. It doesn’t really matter how many Facebook likes you have or how much website traffic you’re getting if you’re not generating qualified leads. In addition to the importance of direct response ads, we have some tips for you to create a solid driver recruiting strategy and powerful online presence that attracts prospects and converts them to leads.
Online marketing for recruitment purposes is all about creating magnetic content that attracts, educates, and inspires current drivers and future hires. It lays the foundation for direct response through social media, content marketing, and SEO.
So why should you use online marketing methods if all you want to do is generate apps? Because it is a major factor in how you get there and stand out above your competitors. These methods offer the same goal as direct response—converting leads—but along the way you’re also increasing online visibility, building relationships with recruits, and having a voice in the industry.
First recognize that the majority of job seekers begin their job search through Google. A 2015 Candidate Behavior Report from CareerBuilder provides a chart on the average number of different resources used during a job search. Right at the top of that chart is “company websites visited as part of search.”
So, can you guess what happens when a driver prospect searches on Google and your company isn’t there? You got it – nothing. 🙁 If you don’t have an active online presence incorporating multiple channels that drive SEO—such social media or a blog that showcases who you are—top talent will question whether your company is an attractive place to work. Job seekers are people, not just an application number, and they’re going to do their research.
There’s no doubt your company’s online presence (or lack thereof) has an impact on your hiring pipeline. Your recruiting and marketing efforts should collaborate to create a remarkable online presence that will convert more driver leads!
So how exactly do you do that?
Step 1: Develop Content to Attract Drivers
When you create content such as videos, blogs, and social media posts (see how Google & Twitter have teamed up), you’re driving SEO. The more actively your company is publishing and engaging online, the more opportunities you are put in front of your audience in search results.
Ranking well in search engine results will give you a huge leg up when it comes to reaching truck drivers. Search is better than anything else because your audience is actively looking for specific content. By showing up in search results from candidates’ keyword queries, you’re giving them the answers.
Step 2: Develop a Call-to-Action
Whenever possible, include a call-to-action (CTA) on every piece of content. For example, if you upload a Facebook video, include a “Learn More” CTA that sends traffic to your landing page. On your website, offer a free download or guide.
Your calls-to-action should be clear and actionable–and should be everywhere (your website, your blog, on social media, etc.)
Step 3: Capture Prospective Hire Info With Landing Pages
If your goal is to grow your recruiting pipeline, your CTAs must link to lead generation landing pages so that your prospects can learn more and get in touch. In exchange for the nice content you’ve created, prospective driver hires will fill out lead gen forms with their contact info. Use the information captured to continue to communicate and build a relationship.
*Tip: Your website(s) are an extension of your company and often the first impression a driver experiences. If it’s outdated or poorly designed, visitors will choose to go elsewhere. See 5 Pro Tips For a Better Site here.
Step 4: Cultivate Prospective Hires with Recruiting Activities
Take the time to continuously introduce your company to your audience with an investment in online recruiting activities. Examples:
- Blogging– Improve SEO and build your reputation as a thought leader in the industry, showcasing your perspective and knowledge to attract the right talent.
- Social Media – Inspire, entertain, educate, and inform your audience to build a deeper relationship. Network with and source driver candidates for the future!
- Email – Send targeted communications with great content to inspire and convert connections into driver hires.
*Remember to include CTAs on your content!
Step 5: Measure and Optimize Your Recruiting Pipeline
Be sure to measure and optimize your recruiting pipeline. As you track activity and conversions, follow up and measure these leads appropriately. The hiring funnel is a moving process, so keep your end goal in mind: focus on increasing the number of qualified drivers coming to your site, converting them into active leads for recruitment, and growing the number of top notch candidates coming from your recruiting pipeline investment.
With a solid blend of direct response advertising and online marketing tools, you’ll be on your way showing your company’s shining personality and hiring more drivers!
Recruiting truck drivers and need help with your recruitment strategy? Get in touch with The Hightower Agency. We’ve been doing this for 25 years, and we’re here to help you meet your goals.