When it comes to devising a successful driver recruitment strategy and building a media plan between a company and an advertising recruitment agency, complete trust and transparency of tracking is essential. Crafting a plan that addresses the goals of the company and optimizes the budget to achieve an acceptable return on investment is key.
Before we dig into ROI, let’s take a look at the facts. The economy is growing. Truck carriers are moving more cargo. There is a shortage of qualified drivers to help meet the growing demand. The driver shortage is expected to rise; in fact, the U.S. government projects that 330,000 new truckers will be needed by 2020. The takeaway? Trucking companies need to be doing all they can to improve their driver recruiting. With the growth of technology and Internet-use, an abundance of recruitment tools, and the need to stand out on multiple platforms to effectively draw in qualified drivers, it’s a lot to handle! Click here to see five signs that suggest you may need help from a driver recruitment agency.
Now let’s talk ROI. Whether you’re focusing on traditional or digital marketing, there are various media sources available to reach your company goals and measure ROI. A few of these sources include:
- Newspaper and radio ads
- Third-party Internet sources
- Pay-per-click campaigns
- Remarketing campaigns
- Email marketing
- Social media networking
- Recruiting websites and landing pages
- PURL marketing campaigns
With all of these recruiting platforms, an advertising agency can accurately identify ROI by implementing the right tracking tools. With every media source, the following tools are implemented for precise tracking:
- Trackable 800 phone numbers
- Trackable URLs
- QR code scans
- Various analytics
- Number of Conversions/Applications
By analyzing all metrics and the number of applications received, this gathered data is utilized to evaluate a company’s ROI. Budgets should be adjusted based on goals and performance to achieve an acceptable ROI. For example, if an agency is seeing a lot of success in pay-per-click campaigns and a very low number of conversions in newspaper ads, the budget should be optimized to focus more on PPC campaigns and less on newspaper. Evaluations can and should be done on a weekly, monthly, quarterly and yearly basis.
Not only is it highly important to determine ROI, but other data should be analyzed to give insight into a company’s audience and behavior. Knowing your audience and how well your marketing platforms are performing is immensely helpful to making positive changes to your driver recruitment strategy. Let’s use your recruiting site as an example. You should review your Google Analytics account to check out tons of great information on what’s going on behind the scenes. You can see whether users are visiting your site on a desktop or mobile device, where they’re coming from, how long they stayed on your website, and much more. If you’re seeing a high bounce rate, you know your recruiting site could use some improvements.
Trackable data should be implemented on all forms of media sources so ROI can accurately be measured. Determining your ROI with a driver recruitment agency is imperative! If you’re interested in learning more, give us a shout. The Hightower Agency is the Leader in Recruitment Advertising.
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