A Multi-Faceted Approach to Recruiting

Digital and social media marketing can be used effectively in many ways to recruit truck drivers. Recruiters can use Facebook and Google Advertising to reach both passive and active job searchers. Once campaigns have generated enough data, the recruiter retargets ads to reach unconverted leads. Alone, these strategies serve a unique purpose in converting new drivers but together they form a comprehensive recruiting strategy.

 

What is Facebook Advertising?

With 57% of drivers using social media to find their next job, advertising on Facebook offers an opportunity to reach a vast majority of drivers.

Just how big is Facebook? As the largest social media platform with over 1.7 billion active monthly users and a trillion page views a month, Facebook offers a potential reach of 44% of the internet.

Advertisements on Facebook appear in three places: the right side of the homepage, the homepage newsfeed, and on the mobile newsfeed. These ads are triggered by factors including the audience’s online behaviors/ interests, geographic location, and other identifiable factors making Facebook Ads perfect for searching out the ideal driver.

 

What are Google Ads?

Google Ads is a search network including Google’s search engine and affiliate advertising network with over 3.5 billion daily searches, 180 billion searches a month and a potential reach of 90% of internet users. Over 95% of truckers now have a smart phone, meaning the internet and Google are right in their pockets. Advertisements on Google Ads appear in the first three spots on the search results page. The advertiser bids on specific keywords to help trigger their ad for the desired keyword.

 

What’s the Difference: Passive vs. Active

The biggest difference between the two advertising networks is how the ads are triggered. On Facebook, advertisements are triggered by the user’s online behaviors and interests. While Google advertising relies on keywords submitted into the search query. Google ads target those who are actively searching while Facebook targets those who are passively interested.

 

Retargeting

Retargeting is the practice of serving ads based on prior engagement with either a website or previous ads. Site-based retargeting is the most frequently used method of retargeting. (Other forms include search retargeting, email retargeting, and CRM retargeting.) Site-based retargeting is the practice of serving display ads to people who visit your website after they leave. Retargeted display ads are an effective method to fully convert previously engaged leads.

Retargeting through Facebook Ads is also a highly successful strategy. Facebook Ads offers multiple methods to retarget potential drivers using Custom Audiences.

Using the Facebook Pixel, advertisers can retarget previous website visitors or those who only viewed certain pages. Custom Audiences can also be used to retarget people from within the Facebook advertising frame. To retarget possible leads, Custom Audiences are built off those who have opened a Lead Generation form but did not submit it.

 
Schedule a free consultation with KJ Media to learn how a full, comprehensive advertising strategy can increase your leads by 35% within 90 days! Click HERE to get in touch.

4 Myths About Social Media in the Transportation Industry

1. It’s not possible to recruit truck drivers using social media

As it turns out, social media can be implemented as a key tool for recruiting drivers.  Through Call-to-Action posts and social media advertising, companies can generate driver leads for a variety of driver openings including jobs that requiring extra endorsements such as Hazmat or TWIC. 

 

2. You need to post 24/7 to be successful

Due to the rapid nature of social media, it’s easy to see why the 24/7 myth has taken a foothold.  Most business don’t have the resources to monitor social media 24/7.  Test several of your regular posts during different times of day- identify which 2-3 times of the day create the most engagement with your audience and concentrate on those times.  Remember, every audience and every platform can have their own timing for the best engagement, test for every new social media endeavor and retest regularly.

 

3. Social Media is about Your Business- Not Your Drivers

Some may think that social media posts should be all about your latest product, offering or sale when in fact, the opposite is true. If your social media accounts only plug your business, then drivers and potential customers will become bored and unfollow you.  However, if you include a mix of relatable/ engaging posts about trucking and educational posts, such as safety or health tips, then followers will not only keep you on their newsfeed but also Like and Share your content with their friends. A good starting point for content is usually 40% Engagement/ 30% Educational/ 30% CTAs.

 

4. Truck drivers aren’t on social media

Research shows that “82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49, 64% of those ages 50 to 64 and 48% of those 65 and older” (1).  In the trucking industry alone, 95% of today’s drivers have smart phones and 65% of drivers use their smart phones to apply to new jobs. No matter the age range of your drivers, chances are they’re online. 

 

Are you looking to expand or begin your social media presence? GET IN TOUCH with KJ Media and see how your social media can generate new drivers!

 

Marketing to the Mobile Trucker

Marketing to the Mobile Trucker

With the rise of smartphone popularity and cellphone providers increasing their networks, 95% of truck drivers now have smart phones and 65% of drivers use their phones to search for new job opportunities. The rise of smartphones allows drivers to access job postings almost anytime, anywhere. Thus, recruiting efforts are changing from traditional methods such as Craiglist and online job forums to places like social media and email.

A drastic change from desktop computers, smartphone job seekers can view potential jobs when out on the road as well as at home.  This offers trucking and transportation companies increased opportunities to reach these drivers with job info and application.  But how do you reach these drivers through their smartphone?

Thanks to the rise of smartphone usage, new types of marketing have also increased in popularity.  These types include:

  • Social Media Management
  • Facebook Targeted Advertising
  • Email Marketing
  • Customized Driver Landing Pages

 

Social Media Management:

It’s a common practice to have a company Facebook page, but are you utilizing it to recruit and retain your drivers? Posting engaging content attracts potential drivers and posting driver appreciation content can help to retain your current drivers. Planning a monthly social media calendar is any easy way to organize your accounts and determine your strategy.

Another opportunity available for recruiting is social media advertising.  Facebook has fine-tuned their advertising to look like native content, meaning that ads blend into the Newsfeed so it doesn’t disrupt the user experience. 

Here at KJ Media, we have found Facebook advertising to be especially impactful when bringing in numbers of qualified applicants due to the viewer targeting capabilities.  Facebook Targeting Advertising means that advertisers can directly target their intended audience by geographic location, job titles, and interests.  Trucking and transportation companies can easily focus on potential driver leads in their ideal area.

Email Marketing:

Due to email now being available anytime, anywhere, email marketing is particularly effective in introducing your job info to large amounts of drivers.  From the email itself, it’s simple to link to either a landing page or the actual job applications.

Customized Landing Pages:

So you send out emails, post job openings on social media, and advertise to potential drivers- where does that send potential drivers? Customized Landing Pages are optimized to capture driver info for further follow up while presenting your company and brand.  Each landing page is tailored to your company’s specific hiring requirements so you only receive qualified leads- saving you valuable time following-up with unqualified leads.

Design & Optimize for Mobile

Since most web users are on either smartphones or tablets vs. desktop computers, make sure your website is optimized for mobile.  This means that your website can detect which device the viewer is using and adjust accordingly.  Mobile websites are optimized for the smaller screens and are often simpler than traditional desktop websites. 

When linking to either your website or a custom Landing Page designed to capture job leads info, after being directed to a company website or a custom Landing Page designed to capture job lead info from    drivers want to see a seamless, easy to use website or landing page. 

 

Interested in reaching more drivers and receiving more qualified applicants?  Get in touch with KJ Media HERE.

 

 

 

3 Must Have Marketing Tactics for 2017

2016 saw a huge increase in transportation companies embracing new marketing strategies, such as Content Marketing, to find and retain not only new business but also new drivers.  With the rise of digital marketing and users becoming constantly bombarded with messaging, marketing is becoming more personalized and focused to attract and retain both the perfect customer and the perfect driver.  The following 3 marketing tactics are 2017 game changers for creating successful, targeted marketing strategies:

  1. Social Media Advertising

 

Advertisements on social media platforms such as Facebook come in a variety of forms.  Often, they are designed to resemble native content, so it blends seamlessly into the newsfeed without disrupting the user experience.  The social media audience is passive audience rather than an active audience.  By advertising with a passive audience, companies increase their brand exposure and identity without the user actively searching for them.  You can read more about passive vs. active advertising HERE.

 

An advantage to social media advertising is the audience targeting options available.  Advertisers can create their ideal audience by choosing a combination of geographical locations and areas, user interests, demographics, etc.  No more budget wasted on viewers that will never engage with the ad.  Advertisers can also target current followers with an offer or specially curated content to further them along your sales funnel, retarget website traffic to continue brand exposure, or encourage brand new prospects to ‘Like’ your page.

 

  1. Video

 

Content Marketing covers a variety of activities including blogs, podcasts (listen to our podcast HERE), visuals such as infographics, and the newest start on the scene: videos.  Video is proving to be a powerful story telling channel.  Hubspot has found that videos posted through social media “generate 1,200% more shares than text and images combined”.  It’s hard to beat that kind of organic engagement and brand exposure.

 

The key to creating successful video content is like creating any other quality content- it must resonate with your intended audience and their goals.  KJ Media has created several driver recruitment videos for clients that allow potential drivers to gain a better sense of the company before applying as well as see some of the faces they will be working with/ for.

 

Expert tip: Using some of your current drivers in company videos will help with both recruitment of new drivers and retention of current drivers.

 

  1. Personalization

 

With an increasing number of resources now bring invested online, consumers are growing wary of mass marketing efforts.  Personalization marketing is a marketing strategy used to create and deliver individualized messaging and offerings, which increases statistics across the board.  For example, Experian found personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates.

 

Personalization marketing gives the prospect a sense of identity amongst the masses.  With an individualized approach, leads are more likely to convert and stay loyal to your brand leading to future business.  For example, use personalization in marketing and recruiting emails to increase your open and click rates.  Personalization can also be used in a broader sense- if your company is looking to hire drivers in multiple locations, create an email custom to each location rather than one mass email.

 

If you’re looking to increase your business or add drivers to your roster, contact KJ Media today HERE!

Google Ads vs. Facebook Ads

google-vs-facebook-which-should-you-use

With 95% of today’s drivers now owning a smartphone and 65% using social media to find their next job, Digital Advertising offers an enormous advantage in finding and recruiting your target drivers.

There are two distinct platforms in which to reach these drivers: Social Media advertising and Google Advertising. Each platform is different in its’ advertiser-user relationship and both can be combined to form a diverse advertising strategy, but do you know how to utilize each one for the best results?

 

What is Facebook Advertising?

With 57% of drivers using social media to find their next job, advertising on Facebook offers an opportunity to reach a clear majority of drivers.  Just how big is Facebook? As the largest social media platform with over 1.7 billion active monthly users and a trillion page views a month, Facebook offers a potential reach of 44% of the internet.  Advertisements on Facebook appear in three places: the right side of the homepage, the homepage newsfeed, and on the mobile newsfeed.  These ads are triggered by factors including the audience’s online behaviors/ interests, geographic location, and other identifiable factors making Facebook Ads perfect for searching out the ideal driver.

 

Advantages of Facebook

1. Detailed Audiences options

Facebook’s targeting options allows advertisers to target incredibly specific audiences based on online interests and behaviors.  Create Custom Audiences that match your ideal driver- easily advertise to drivers within a specific radius or use your current driver email list to create a “Lookalike Audience” of drivers (Don’t have a driver email list? Learn more about KJ Media’s email database of over 250,000 drivers HERE).  Advertisers can also target current followers and use messaging to encourage sharing the job posting with the truck driver in their life.

 

2. Highly visual Ads

Facebook ads are designed to blend into the user’s newsfeed and resemble native content. Facebook ads feature a picture which is more visually appealing to viewers and encourage engagement versus the traditional text ad offered by Google’s platform. Ads that use photos resonating with drivers typically outperform ads that rely on simple text.

 

What are Google Ads?

Google Ads is a search network including Google’s search engine and affiliate advertising network with over 3.5 billion daily searches, 180 billion searches a month and a potential reach of 90% of internet users. Over 95% of truckers now have a smart phone, meaning the internet and Google are right in their pockets.  Advertisements on Google Ads appear in the first three spots on the search results page and are triggered by keywords inputted into the search bar.  The advertiser bids on specific keywords to help trigger their ad for the desired keyword.

 

Advantages of Google Ads

1. Largest available audience online

With a potential reach of over 90% of the internet, Google Ads offers the largest online reach of any digital advertising platform. Google’s search network boasts over 40,000 search queries per second.  With those kinds of numbers and strategically picked keywords, get your job posting out in front of a number of truckers.

2. Quality and Relevance of ad

Google’s algorithm determines ad appearance by the quality and relevancy of the ad text.  The more relevant the words are to the matching keyword, the more favorable Google AdSense will view the ad. 

 

What’s the Difference: Passive vs. Active

The biggest difference between the two advertising networks is how the ads are triggered.  On Facebook, advertisements are triggered by the user’s online behaviors and interests while Google Ads are triggered by the keywords searched. 

Google advertising relies on the user actively searching for exactly one of the keywords you have bided on while advertising on social media, like Facebook, allows your company to passively appear in front of potential customers, constantly increasing brand awareness.

For example, a nation-wide transportation company is looking to hire line haulers for their Atlanta-Nashville route.  They use Facebook advertising to target users that live within an ideal 75 miles of Atlanta and have “Truck Driving” listed in their previous jobs- this strategy ensures that only local drivers with relevant experience see the ad and are more likely to respond- decreasing their Cost-per-Conversion and increasing their overall number of driver applicants.  They use Google Ads to target drivers searching for “Truck driving jobs Atlanta, GA” or “Atlanta, GA truck driving”. 

With these differences, Facebook advertising directs potential drivers to the advertiser while Google Ads helps the advertiser find potential drivers. 

 

Interested in utilizing Digital Advertising to find new drivers for your company?  KJ Media can help you find your ideal driver- Contact us HERE.

 

http://www.internetlivestats.com/google-search-statistics/#share

What’s Your Driver Recruiting Plan?

What’s Your Driver Recruiting Plan?

Key Facts

There are as many as 200,000 job openings nationwide for long haul truckers, according to David Heller, director of safety and policy for the Truckload Carriers Association”

The U.S. Bureau of Labor Statistics also sees the demand for truckers increasing, up from the 1.5 million drivers on the road now. It expects trucking to add 330,100 jobs between 2010 and 2020 an increase of 20%. “

That’s why more than ever, it is essential to have a driver recruiting plan in place. Before you can implement a plan you must establish what your budget is.

Here are some key factors to look at when determining your driver recruiting budget.

Driver TurnoverCompanies must look internally and define what exactly driver turnover means in their organization. Who is responsible for monitoring, tracking, and reporting turnover? Companies must define their goals for turnover and what their growth plans for their fleet are for the upcoming year. The recruiting department must hire enough drivers to meet the company’s growth plan in addition to enough drivers to keep up with their turnover.

How to figure your annual driver turnoverFirst, add the total number of drivers on the fleet on January 1 to the total number of drivers on the fleet on December 31. Divide that number by two and you will have the annual turnover for the year. Second, take the total number of driver terminations for the year and divide it by the average number of drivers on the fleet for the year. Multiply that number by 100 and you will have the annual turnover for the year.

Truck Count– Companies must determine how many trucks are on their fleet and how many are available to be assigned to drivers. They must also take into account any trucks that are out of services and what their growth or downsizing plans are for the year. This will tell you how many drivers the company must plan to hire in addition to the turnover replacement drivers.

Cost Per Hire- Companies must look at their previous years recruiting efforts and determine how much was spent to hire drivers. Determine what costs were directly related to driver hiring and what costs are charged to the recruiting department.

All cost involved in bringing on drivers should be included. Such as; advertising, physicals, drug screens, MVR”s and background checking, orientation expenses (travel, lodging, meals and materials) and any miscellaneous expenses directly related to the recruiting process (truck shows, promotional items, paperwork, office supplies, etc)

Adverting- For must companies, advertising will be the biggest portion of their recruitment budget. To attract the best drivers, drivers need to know who you are and how to reach you. Most importantly, they need to know why your company is better to work for than your competitors.

To know how effective your recruitment advertising efforts are, it is imperative to track. Here a few thing things you should track when analyzing your advertising source(s);

  • How many phone calls, emails, texts, etc. were received?
  • How many complete applications were obtained?
  • How many drivers arrived at orientation?
  • What was the actual number of drivers hired due to the advertising source?

Companies should track and monitor this weekly. The lower the advertising cost per hire, the more effective that source. Companies must also take into consideration volume. An advertising source that has a low cost per hire but is only bringing in one or two drivers a month needs a second look to determine if more money should be spent on that source and if so, will it bring more results.

If you want to develop an effective driver recruiting plan or want to update your current plan, contact KJ Media HERE

Facebook AD Targeting Is Your Biggest Recruiting Tool

Facebook AD Targeting Is Your Biggest Recruiting Tool

Facebook AD targeting is your biggest recruiting tool.

Recruiting through “word of mouth” has been and will always be the number one method to recruit drivers. With the overflowing increase usage of social media however, Facebook has officially become the “new word of mouth.”

In order to recruit and retain today’s CDL driver it is important not only have a Facebook page but critical to effectively maximum it to develop an effective inbound recruiting strategy.

Follow these five steps to gain success with your Facebook recruiting campaign:

1. Create a content calendar and post regularly

With a content calendar, you can plan and use different messages to connect with your target audience consistently.

Facebook also notes that you can use a content calendar to:

  • Schedule posts for when most of your target audience is online
  • Highlight days for major business events or product news
  • Create targeted messages that tell your story

A topic-driven content calendar is valuable, especially for those who want to post fresh content every day. With this calendar, you can stay on track and make sure that you connect with your target audience.

But don’t forget – a content calendar is only as good as the messages you deliver, and every News Feed post should give important information to your audience.

2. Target your posts

Want to recruit drivers in a specific area? How about drivers that have worked with specific companies? Thanks to Facebook, you can better control your posts to make sure that only members of your target audience see them.

Targeting your posts can help you reach your audience and gauge response.

3. Provide relevant content to your audience

Relevant content is your best friend, especially when it comes to Facebook.

Thankfully, Facebook provides several suggestions to help you create new, engaging posts:

  • Post timely content (e.g. holiday or special event posts)
  • Find out which posts work best and check their performance regularly
  • Create different posts with the same goal, but switch the photos and copy
  • Respond quickly to comments on your posts to let fans know that you’re listening to feedback; ideally, you should try to respond to comments the same day if possible

No one wants to deal with trolls on Facebook, either, but keeping a positive outlook can also help you craft News Feed posts that your audience will enjoy.

4. Use both words and images

In addition to telling your audience members about a new product, why not show them a picture of it?

A picture is worth a thousand words, and marketers who recognize the value of including images in their News Feed posts are more likely to get their desired results.

Finding the right combination of both words and images is vital, and here are four tips from Facebook that you can use to make your News Feed posts more effective:

  • Use high-quality photos that showcase your business or products, or lifestyle images of people interacting with them.
  • Keep your sentences short and instructive. Get to the point quickly and tell people why they should pay attention to your post.
  • Avoid promotional phrases such as “buy now” and “shop now,” as this language may make it harder for your post to reach the people you care about
  • Test different photos and messages to see which ones your audience responds to most

Also, here’s a great example from Buffer that shows how you can use both words and images to promote just about anything on Facebook, including blog entries.

Include relevant words and images in your News Feed posts to capture your audience’s attention.

 

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5. Review your performance

Are your News Feed posts up to par? Find out by reviewing their performance; otherwise, you’ll never know how well they’re doing.

Facebook makes it easy for marketers to check their News Feed post performance, and you should evaluate the following criteria:

  • Post engagement, such as the number of people who saw your posts, likes, comments, shares and more
  • People who like your Facebook page and other demographic information, including their genders, ages and locations

 

Of course, learning Facebook’s Page Insights can help you become a better marketer, and ultimately, gain a competitive advantage over your rivals too. Use these insights to your advantage, and you can quickly find out which of your Facebook posts hit the mark with your target audience (and which ones didn’t, too).

 

Gear up your Facebook marketing in 2015 with improved News Feed posts that will garner your audience’s attention!

Building an efficient and effective marketing strategy for customers and drivers is crucial in today’s market. Social media and marketing is about building and sharing information within our industry. Whether your goal is to increase brand recognition, ignite your driver community, or increase website traffic through social sharing, we will customize a marketing strategy that’s right for you. We can assist in developing content that is alluring for both your drivers & customers based on your specific industry within transportation.

With one of the largest driver and operator followings in the nation, they rely on our team to deliver today’s most trusted transportation companies. We pride ourselves on building our customers brand and we treat our customers as if we were their direct employee.

Do you have a marketing company in Rolodex? If not give the KJ Team a call today 800.620.9967.