- 5X more hires than other vendors used
THE CHALLENGE
A trucking staffing agency focused on placing jobs for owner operators, lease purchase and small fleet trucks saw the need to increase the number of driver hires per month across the eastern half of the U.S., with focus on Midwest and Southeast. The company had historically relied on websites to produce indirect leads, which lead to quantity over quality hires.
The recruitment team presented a strategy that showed the client that generating direct leads would be more effective while still satisfying the need for quantity of leads.
Goals
- Decrease Cost per Hire
- Increase hire numbers per month
- Increase call volume for potential applicants
- Expand brand awareness to key stakeholders
THE STRATEGY
The recruitment team deployed a variety of tactics including Digital Display, Social Media, SEM (Search Engine Marketing) and Print.
The digital awareness campaign started by sharing the company’s messages with a specialized trucking audience, which includes CDL truck drivers located in Southeast, Midwest and East Coast regions.
In addition to general display ads, geotargeted ads were also implemented at common truck stops throughout the campaign. Geotargeting these locations increased the likelihood that interested candidates would see the ad and then take an action.
The digital team launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase the company’s visibility in search results as drivers look for trucking companies.
Key performance indicators were closely tracked and the campaign optimized accordingly through ad copy and bidding adjustments.
This ongoing optimization process resulted in major increases in inbound web traffic through paid search.
The social experts managed client’s Facebook page to educate potential applicants on the benefits of driving for them and help ease the application and conversion process in addition to creating brand awareness and increasing engagement on the page.
In addition to organic social media posts, paid social was also implemented on Facebook to expand audience reach to truck drivers and those who show interest in and/or like driver-related pages.
THE RESULTS
Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, the recruitment team effectively increased the client’s conversion rate of applicants to hires.