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.

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.

 

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Recruit Truck Drivers with Google Adwords

Recruit Truck Drivers with Google Adwords

Recruiting qualified drivers is becoming a critical function for almost all trucking companies. The war on talent has become a priority topic among the industry as a whole. It seems that there are just not enough high qualified candidates in the market that can keep up with the demanding job role that is crucial for companies that want to expand and grow.

Traditional recruitment channels are falling short. Companies just can’t get enough qualified candidates through newspaper ads and job posting websites.

Many companies have started advertising open positions using Google Adwords and it has turned out to be a very effective tool to attract qualified drivers.

There are some interesting aspects of Google Adwords that make it interesting to supplement traditional recruitment media:

  • You can be very targeted. You can choose specific key words, geographic regions, age groups, and websites where your ads are supposed to appear.
  • Since it’s not so common, you may not compete with other competitors as you do in job posting portals
  • You can optimize your slogans and tag lines ‘on the fly’ based on real campaign performance data
  • At the same time as you do recruitment you also do branding. Drivers may see your job ad, and click through to land on your website
  • If Drivers don’t click, you don’t pay, but you still have the branding effect as people can see your company name appearing in the ad

To make a Google Adwords recruitment campaign successful, there are some considerations to look at:

  • Effective ad text. The most important aspect is to write a compelling text ad. This can be challenging as not many letters are allowed. However, if you don’t get it right, you will either not get many clicks or you will get a lot of non-qualified traffic, i.e. people will click on it that you will never hire. By optimizing the ad text, it’s easily possible to increase traffic by more than 4-6 times. Consider the following:
    • Say something about the target audience.
    • State the offer clearly.
    • Avoid any ambiguous wording so that you get only traffic that you want.
  • Effective landing page. Once the potential driver clicks on the ad, he or she has an expectation to find information about the open position that you advertised. Therefore, develop a well structured page on your website that describes the open position in detail. Don’t confuse the candidate by pointing the text ad on your home page or an overview job opening page. The audience should directly get to the page with the advertised position – in one click only
  • Ease of contact: Make contacting you as easy as possible. At best, just provide a link with an email address directly in the job ad. Especially the best candidates will appreciate if you don’t waste their time for finding out how to contact you. Good drivers are usually very busy and on the road.

 

The big advantage in the digital world is that you can measure everything. If you set up a Google Analytics account you can track exactly the performance of every single text ad that you launch.  This you can get valuable insight on how to write your job advertisements in the most effective way. And this insight you can even use to optimize your offline newspaper ads.

Feeling overwhelmed? Let KJ Media run your google ad campaign and show you results. Contact KJ Media at 800-620-9967 or contact us HERE .

Why Use Retargeting to Recruit Truck Drivers

Why Use Retargeting to Recruit Truck Drivers

You may have heard of retargeting advertising as a hot tool for attracting customers, but retargeting is now one of the most effective tools to recruit qualified drivers to your company.

Recruiters are beginning to realize that they need to implement digital marketing into their recruiting efforts, and retargeting has proven to be one of the most useful tools in digital marketing.

Below is a list of questions and answers to help you better understand what retargeting is and the positive impact it can have on your company when it comes to recruiting qualified drivers.

What is retargeting?

Retargeting is the practice of serving display ads based on prior engagement. While there is more than one form of this technology, the most frequently used is site-based 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. These display ads appear on a variety of other sites around the web, keeping your employer brand in front of your bounced site visitors in an attempt to bring them back.

Can you explain why retargeting is important for recruiting drivers?

Retargeting is important for recruiters/employers because it helps them stay top of mind with passive candidates and allows them to tell a story about their employer brand.

What pain and urgency does retargeting help solve for recruiters?

Retargeting helps recruiters stay in front of passive candidates and increases application completion rates.

Is retargeting another argument for recruiters to focus more on their own careers pages than external job boards?

Job boards can be a great way to find candidates, but you have less control over the experience and it does remove the possibility of retargeting.

Can you retarget candidates through Facebook?

Through the Facebook Exchange which launched last summer, employers can now serve ads on Facebook to candidates that previously visited their career site or engaged with their employer brand online.

What’s the most useful metric to consider for retargeting candidates?

Generally speaking, the most useful metrics to consider are click through rates versus your other display campaigns and application completion rates.

Want to learn more about retargeting?

Contact KJ Media today 800-620-9967 or contact us HERE .

 

Target Drivers Looking For Job Openings

Target Drivers Looking For Job Openings

Now that 2016 is here, have you thought about what your recruiting efforts will be this year to recruit qualified drivers? Recruiting qualified drivers continues to be a challenge for most companies. Companies that use job boards are familiar with the phrase “post and pray,” which refers to placing a job on an employment recruiting website and hoping that a qualified driver responds. These $300-$500 job postings that last 30 days do not guarantee that you will get a qualified driver to reply, let alone see your posting.

What if there was a better way to target drivers who are looking for your job opening, but you only pay when someone chooses to learn more about your job listing? That way is through

Pay Per Click Advertising

Pay Per Click Advertising offers a number of benefits when compared to job boards.

Data

With job website postings, the only data you receive is from resumes of those that applied. With a PPC ad campaign, you can see how successful your job ad placement is doing and what changes you need to make. You can get information like:
• How many times your ad is displayed – Impressions
• How many times people click on the ad – Clicks
• Were people leaving the web page immediately after arriving – Bounce Rate
• What were people doing to find out more info – sending resume, form submissions, e-mail clicks, phone calls
• What search terms were driving people to click on your ad – Search Results
With Pay Per Click, you have a much better idea of how your money is working in the campaign. This data can be used to make changes on targeted keywords, job listing text and ad text copy.

Location Targeting

With PPC ads, you can determine the exact geographic area you want your job posting to reach.
Whether you want to target the whole United States or just within 20 miles of your location, you can make sure your ads are geographically targeting the correct people.

Budget

Companies can decide how much they want to spend on the job search campaign. For example, if you decide you want to spread the budget over 60 days instead of 30; that is your decision. You can create a daily budget depending how small or large your needs are.
What if you fill your job within the first 15 days? With job postings, there is no refund for the extra days your posting is running. With PPC, as soon as you get the results you want, just go ahead and pause the campaign. That is until the next time it is needed.

Options

There are numerous options to get job listings out to possible candidates through PPC. Companies can look at using pay per click advertising through Google, Bing, Facebook, Twitter & LinkedIn. Choose which platform is going to target the right candidate for the job. For example, if you are looking to hire some drivers for seasonal employment, it might make more sense to use Facebook or Twitter than it would be to use LinkedIn based on the demographics that use it.

With the capability to receive more data, target particular locations and get the most efficient use of your budget; using pay per click advertising is a logical alternative to job posting websites. Also, don’t just limit yourself to AdWords, a strong social media campaign will increase your brand awareness and results. Contact KJ Media today to learn more, 800-620-9967, contact us HERE .

Advantages of Pay Per Click Job Advertising

Advantages of Pay Per Click Job Advertising

Advantages of Pay Per Click Job Advertising

Pay-for-performance or pay-per-click (PPC) is the preferred method of recruitment advertising for companies that want a cost-effective way to post jobs online. Unlike traditional job boards where a company pays a flat fee to post jobs online, also referred to as the ‘post and pray’ model of recruitment advertising, there are no guarantees of visibility or candidate interest. Pay-per-click, or pay-for-performance, offers a flexible option through which companies only pay for the results delivered. In this case, results are measured by the number of times a candidate chooses to view your job listing by clicking on the link.

Customizable to Company Size and Budget

If paying upwards of $400 to post your job for 30 days doesn’t sound like a good investment, especially when there’s no guarantee your jobs will be shown and clicked on by candidates, running a PPC campaign based on your budget will allow you to control costs.

Only Pay When a Candidate Clicks on Your Job

PPC advertising costs are based on performance and measured by the number of views from candidates. With ‘post and pray,’ you pay the same regardless if you get a million clicks from interested candidates or none. With pay-per-performance, you only pay when an interested candidate clicks on your job posting. Working with a company that excels with PPC and is specifc to your industry is critical for success. Your account manager can work with you to determine how you might tweak your strategy.

Trackable Results and ROI

With traditional job boards, you post your job for a month or two, cross your fingers, and hope for the best. You have no insight into whether money was well spent unless you manually track how candidates heard about your open positions. One of the biggest advantages to PPC advertising is the visibility you have into its success through tracking and reporting capabilities. With KJ MEDIA’s PPC recruitment advertising solution – you can track on a daily basis how many interested candidates have clicked on your job postings and gain insights into the number of applications completed, instead of anxiously waiting for applications.

1-click Apply on Your Career Site

Connect with your job seekers directly and ensure they can quickly and easily apply for your job once they’ve clicked on the posting. For example, every time interested candidates click on your sponsored jobs on Glassdoor, they are sent directly to the posting on your career site instead of being hijacked by a third party job board that may require a login or additional information. In addition, your employment brand stays top of mind since job seekers won’t be distracted by other websites or advertisements during the application process.

If you are new to PPC please check out our blog on PPC the basics. If you have used PPC in the past with some luck or none at all check out our blog on PPC research. Please call KJ Media for additional information about our PPC recruitment advertising solutions at  800.620.9967.

Established an Effective Pay-Per-Click Campaign? 101

Established an Effective Pay-Per-Click Campaign? 101

 

Have you established an effective Pay Per Click Campaign? PPC 101 with KJ Media.

PPC (Pay per Click) has become one of the most popular search tools for job seekers. Companies need to learn how to effectively use PPC in order to place the right candidate into jobs faster.

WHY IS SEO & PPC IMPORTANT FOR RECRUITERS?

When posting on job boards you’re basically paying for placement. That means you pay to place your ad on their board with absolutely no guarantee that anyone will see or respond. You can invest 300-500 dollars in placing your ad with no guarantee in return. Sometimes you get great response and sometimes you don’t. With PPC you’ll be able to guarantee that your ad is shown with keywords that you picked and place specifically to fill a certain job position.

Here’s the very basics of what you need to know:

What is PPC?

  • PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

What is Google AdWords?

  • Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

  • Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
  • Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries. (See why you need a driver landing page.)
  • Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

If you’re new in the SEO/PPC game, this image shows you a breakdown of where SEM/PPC/SEO comes into play on a search results page.

  • Search Engine Marketing: This relates to the process of gaining traffic from visibility on search engines.
  • Pay Per Click: This is an Internet marketing model that directs traffic to a specific website. The text is usually short and concise using specific targeted keywords.
  • Search Engine Optimization: This relates to the process of affecting the visibility of a website or a web page in a search engine’s natural or paid search results.

Building an efficient and effective marketing strategy for customers and drivers is crucial in today’s market. 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.