Search engine marketing (SEM) has become an important recruitment tool in the trucking industry. The use of SEM to recruit drivers is one of the more effective ways to find qualified drivers for your company in 2014.

With GPS systems, computerized logging, social media apps, and other Internet-based tools becoming standard, the use of technology has increased tremendously over the past few years. Drivers have grown comfortable with emerging technology and mobile Internet-use because, well, who’s more mobile than truck drivers? They’re often accessing the Internet, particularly search engines, for new career opportunities. If you’re recruiting truck drivers, it’s crucial you have a strong search engine presence to reach qualified candidates. These tips can help guide you as you develop an SEM strategy.

Search Engine Marketing

Before jumping into search engine marketing, it’s important to understand what SEM is and how it works. It differs from search engine optimization (SEO), as SEM involves buying traffic through paid search listings, while SEO focuses only on unpaid marketing efforts. In fact, SEM encompasses both:

• SEO: Earning traffic through unpaid listings 
• SEM: Earning traffic through unpaid listings + buying traffic through paid search listings

So, SEM is not strictly paid advertising, but a combination of paid and unpaid methods. It blends both types of marketing tactics with the goal of improving Internet visibility. Research shows that job seekers typically click on links that appear on the first page of search results. By having your website or landing page appear on that initial page, driver candidates are more likely to visit your site and apply for available truck driver jobs.

Types of SEM

Unpaid

Designing, writing, coding, and programming your entire website with selected keywords is crucial to SEM. This results in a better chance of your web pages appearing at the top of search engine queries. In order to obtain search engine visibility, you must use words and phrases that your target audience is typing into search queries. Keyword phrases should be carefully selected and placed strategically throughout your site. A search-engine friendly website is a fundamental aspect of SEM.

One of the most overlooked methods of SEM to recruit drivers is a content strategy. Search engines routinely reward content that is well-written, interesting, and unique. Consistent blogging is one of the best ways to provide useful content connected to your recruitment website. Blogs can directly address issues faced by drivers in today’s world, provide tips on ways how to become more successful, reach trucking career goals, and other helpful information for trucking school trainees and recent graduates. Through consistent blogging, you can use specific keywords and content marketing tactics to show up higher in search engine results and entice new recruits to apply.

Don’t forget to get social! Social media optimization (SMO) is highly effective in search engine marketing. It’s the use of a number of social media outlets and communities to increase awareness of your brand. By actively creating and publishing high-quality, interesting content to multiple social networks such as Facebook, Twitter, and/or Google+, you’re contributing to SEM efforts and improving Internet visibility, ultimately reaching potential drivers. In addition to enhancing your SEM strategy, incorporating social media proves credibility and gives users a platform to engage in conversation.

Paid

Because SEM to recruit drivers includes paid advertising, the use of pay-per-click (PP for driver recruitment is critical in the campaign’s success. Typically, PPC advertisements appear at the top or the right hand side of search engine results. Seeing that the majority of job seekers click on links that appear on the first page of results, potential truck drivers will see your advertisement before your competitor’s, and click to visit your website.

Once you’ve attracted visitors from search engine advertising, remember to continue sending prospective drivers through the funnel to complete the conversion process. For example, your paid ad can link to a branded landing page with a short app and supportive bullet points highlighting the benefits of driving for your company. If your landing page is creative and gives visitors a reason fill out an application, your search engine marketing strategy is stretching even further, lowering your cost-per-conversion.

Job seekers, especially drivers, are using digital methods to explore new career opportunities. By using a search engine marketing to recruit truck drivers (paid or unpaid methods), you’re able to attract visitors to your website and convert them.

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