Why Branding is Important in the Trucking Industry

Branding is much more than a logo or color scheme. “It’s the perception that a consumer has when they hear or think of your company name, service or product.”

When it comes to recruiting and retention, company branding plays a strong role in attracting new drivers.

 

1. Create competitive edge against other trucking companies

The trucking and logistics industries do not automatically lend themselves to creative expression. Often, companies offer similar employment packages and job descriptions. How do they set themselves apart from their competitors? Online branding through social media is powerful, effective strategy to set your company apart from your competitors in the minds of drivers.

 

2. Appeal to millennials (they want more than just pay)

86% of adults between 18-49 are active Facebook users. Compare that to 67% of adults over the age of 50. With the average truck driver age at 49 years old, a clear majority of drivers are nearing retirement age. Trucking companies need to attract younger drivers and the statistics show that younger drivers are online. Strong branding through social media will set your company apart in the minds of younger drivers- giving you a competitive advantage in attracting younger drivers.

 

3. Create credibility with building a solid brand behind your name

Posting consistently on social media lets both potential drivers and current drivers connect with your company. Through the topics and content posted, you will start to build brand credibility. People don’t do business with companies. They do business with people. By starting a relationship with drivers before they are even looking for a new job, puts your company ahead of your competitors.

 

4. Determining your brand conversation/ set expectations

Don’t let unhappy ex-employees or competitors create that narrative for you. Protect your reputation by posting proactively and creating the story you want to tell.

 

What can you do to start branding today?

 

1. Provide valuable content that reflects your values

What topics are posted are an immediate reflection on the company. For example, articles on healthy eating and road safety demonstrates that the company cares about their drivers’ health. That expectation will snowball into a potential driver checking out the company’s employment offerings when they are looking.

 

2. Brand visual contentSocial Media Branding Example

A driver should see a post on their Newsfeed and immediately be able to identify who created the content. Content should be branded by a logo, color scheme, company slogan, or images containing company trucks.

 

3. Be consistent with posting schedule and topics

Followers like to know what to expect. Consistency in post topics and timing will create expectation. Knowing what to expect will minimize unfollows and create brand loyalty from your followers.

Interested in improving your online branding? Schedule a call with us today!

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!

 

Why Consistency is Key for Social Media Success

Social Media has grown in the trucking and transportation industry as the number of smartphones amongst drivers has increased and trucking and transportation companies have grown their online presence. One of the more difficult parts about Social Media marketing is posting relevant and engaging content regularly and consistently, yet it is one of the most important aspects. A poorly run social media page is like a store with no hours posted- customers are less likely to patron that business since they don’t know when it will be open and as a result, they take their business somewhere else more reliable.

A consistent social media presence will keep your company relevant, boost your brand authority within the industry, and create trust with followers by setting and meeting posting expectations.

  1. Stay Relevant

Brand relevancy can be defined as the ability to empathize with your target audience.  You can speak their language, understand their needs and desires and, most importantly, understand their problems and present a solution.  Possessing these abilities results in a brand that holds value and meaning for your ideal target market.

Continuously sourcing and creating new social media content that fulfills the abilities listed above, leads to brand relevancy. By staying on top of industry news and trends, drivers and potential customers alike will be more likely to follow your profiles and like/ share your content, meaning more potential business and driver applications.

 

  1. Boost Brand Authority

Companies aim to be the first solution that pops into mind when a potential customer from their target market has a problem or when a driver is looking for a new opportunity.  Staying on the minds of your target market means being where they are and that’s most likely on social media. By posting relevant content consistently, social media platforms such as Facebook will display your content more often on your followers’ Newsfeeds.  The more facetime your potential customers and drivers have with your content, the more likely they’ll think of your company when they have an issue or are looking for employment.

 

  1. Create Trust

Like good customer service, consistent posting schedules set expectations for your followers and once set, your company must continue to meet them.  If you post regularly to Facebook daily for several months, then your followers will come to expect that same schedule. If, suddenly, you start posting once every couple of weeks, your followers’ trust will decline which could result in an adverse effect on potential new business or attracting less drivers. Similarly, if your posting schedule is sporadic from the start, potential customers and drivers may view your social media profile, but then fail to even Follow your page due to having only old or irrelevant posts.

 

If you’re interested in your company benefit from a consistent social media presence, contact KJ Media HERE.

Why Social Media is the New Craigslist

Why Social Media is the New Craigslist

In 1999, a small website was started in San Francisco that featured free classified ads and is now a household name- Craigslist. From furniture, to jobs, to personal ads, Craigslist boasts an enormous 50 billion page views a month. But with the rise of social media and the shortage of drivers in the transportation industry, is it still a productive method for finding and hiring truck drivers? 

Check out these 3 big reasons why more trucking companies are finding more, and better, drivers through social media advertising.

1. Passive vs. Active Job Hunters

You no longer have to rely solely on drivers stumbling upon your job ads. One of the biggest pitfalls of Craigslist, is it only attracts viewers who are actively searching for employment. While you may be thinking, “That’s perfect, I only want to spend the time and money on people who are looking for jobs!”. However, with the trucking industry being in a driver shortage, quality drivers rarely lack for a job. Therefore, they typically are not searching on job boards or on Craigslist and when they are, they are snapped up quickly. Social Media posts and ads allow your company to get out in front of drivers even when they are passively searching and increases your brand recognition so the driver already has your company in mind when they do start to consider new employment.

Add-in the sharing aspect of social media, and your ad reach can be even farther. You can configure your ad settings to not only reach your target market of drivers, but also people like them, such as friends and family who can see the ad and pass it along to the driver is their lives.

2. Rising Cost-per-Conversion

With social media, your company can reach a number of people through either organic growth, “boosting” your posts (read boosting here), or advertising. Craigslist on the other hand is location focused. If your company has multiple locations, is nationwide, or your direct area covers several Craigslist cities, you’re required to post, and pay, manually to every location needed. Multiple emails and confirmations later, your job ad is finally posted. With social media platforms like Facebook, their ad network is much more sophisticated and allows you to easily reach exactly who you want to reach, no matter the location.

Your job advertisements’ Cost-per-Conversion not only rises with Craigslist, time consuming posting process, but also because of the follow-up work. You have probably received emails from job prospects that are poorly written and contain little to no detail, leaving you more work to flush out whether this person fits all your hiring criteria and if they’re a quality hire. Social Media allows you to automatically send potential prospects to a specifically designed landing page to flush out poor quality candidates and send forward only those that would be a fit for your company- decreasing your Cost-per-Conversion.

3. Connect with High-Caliber Drivers

Social media is a way to connect directly with high-caliber drivers. From both the job searcher and hiring company’s point of view, Craigslist can be difficult to put your best foot forward and communicate your best points. For companies looking for truck drivers, you need to write a strong, attractive job advertisement to draw quality drivers which can be a time-consuming process. For drivers looking, they often see a vague ad with a few sentences and an anonymous email as a contact or phone number. Neither situation inspires nor encourages either party’s enthusiasm in the hiring process.

With social media, transparency and authenticity are easily deliverable with your company’s page and info readily available. Drivers can easily find out more about your company- its history, goals, and culture. We’ve talked before about how aligning expectations in the hiring process, in our podcast HERE, can not only help the recruitment of drivers but also their retention. A Social Media ad alone can convey a lot of your company’s brand simply with relevant images and colors. With this increase in transparency and authenticity, your company is more likely to receive applications from qualified and more drivers than using Craigslist.

Want to learn more about how social media advertisement can generate more leads for you and fast? Contact Us for a free ½ hour consultation!

Why You Need a Recruiting Plan?

Think of your recruiting plan as a roadmap. Your recruiting plan outlines the actions you need to take to market your product or service to potential customers and drivers. These actions are what will persuade customers to purchase your product or service and drivers to work for your company.  Your “roadmap” is essential to being successful in today’s market and it’s what will keep you on the path to achieving your marketing goals.

The Objectives of a Marketing Plan Are:

  • Enables you to look internally to fully understand the impact and the results of past marketing decisions.
  •  Allows you to look externally at your targeted market (i.e CDL Drivers) and your competition.
  • Set clear and concise goals and provide direction for future marketing initiatives.

A Successful Marketing Plan Must Contain the Following:

  • Summary and Introduction: Quick overview of the main points of your plan. Synopsis of what you have done, what you plan to do and how you plan to get there.
  • Marketing Objectives: Your marketing objectives should be based on understanding your strengths and weaknesses and should be linked to your overall business strategy.
  • Situation Analysis: Also known as SWOT analysis. SWOT, a summary of your strengths, weaknesses, opportunities and threats.  
  • Target Market: Defining your target market is the most important aspect of marketing.  It allows you to decide where to commit resources and what kind of promotional method and message to use.
  • Strategies: The action steps that details how the marketing variables or product, price, place and promotion are used to attain the marketing plan’s objective and overall strategies
  • Tracking and Evaluation: Plans and procedures for tracking each type of marketing activity you use. You are able to monitor the effectiveness of each marketing activity and use towards your overall program evaluation.

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 or contact us HERE .

 

Case Study: Proven Effective Social Recruiting Campaign

Case Study: Proven Effective Social Recruiting Campaign

KJ Media Customer: National Delivery Service Company operating in 93 Cities.

Driver Target: Owner Operators, Company Drivers

Prior to launching Social Recruiting Campaign, Company A invested in traditional forms of advertising including: Radio, Billboards, Newspaper, Craigslist, and some Job Boards.

They found that Radio and Billboards were extremely costly and measuring an accurate ROI was a challenge. Depending on what area of the country you’re looking to place a billboard ad, the cost can range from $1,500 to $30,000 for a four week duration. This cost does not include set up costs for the physical billboard. The bigger the city, the bigger the cost. When it comes to radio, depending on the location cost can range from $2500-$25000 monthly. Newspaper and print while not completely dead, there’s no question that the number of readers has declined due to advancement in technology. Again, measuring an ROI on these methods can be costly. Craigslist has been a saving grace for many years in the industry. Low cost, high return and measurable (depending on a company’s internal recruiting process). However, since Craigslist has shown the most results when recruiting drivers, it has become inundated with trucking job posts and limits getting your company’s message across and not allowing you the ability to stand among your competition. While some job boards had shown results, there wasn’t a specific organized strategy to tap into active and inactive job seekers online

By implementing social media, email marketing and driver recruitment/lead targeting pages the company tripled their monthly hires and are now able to measure their ROI.

Within a six-month span here are the results:

Company A grew a Fan Base of 6,790 (All Fans were targeting through Facebook AD Targeting Tool) Allowing them to target specifically to the type of driver they are hiring.

Company A Received over 800 leads in targeted regions with a lead to hire ratio of 35%.

They were able to (and continue to) tap into the market of Professional Truck Drivers that are not only actively seeking employment, but those who are passively seeking employment which lead(s) to the quality of hire to increase.

Do you have an effective Social Recruiting Campaign? If not, Contact KJ Media today to learn more, 800-620-9967, 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 .

Social Recruiting and Attracting Millennials

Social Recruiting and Attracting Millennials

As millennials dominate the U.S. labor force, employers must refocus workplace policies to recruit, manage and keep young, tech-savvy workers. A challenge that is even more difficult within the trucking industry. With the driver shortage at an all-time high, being seen as an employer of choice is crucial as the battle for young, skilled, truck drivers heat up.

According to the Kiplinger Letter, by 2025, millennials will account for 40% of the workforce, up from one-third this year and the first time there are more of the 18-34 year olds in the American workforce than any other age group. This group differs from previous generations. They no longer view their work life as a daily task, but as an engaging experience.

Unfortunately, a career as a truck driver is a tainted by multiple negative stigmas and seldom seen as a successfully career. With the technology influence over the millennial generation, what better way to get in front of this generation and change their perception on the industry, showing them the benefits a career as truck driver can bring to them.

1 out of every 5 minutes online is spent on Facebook. That’s why social recruiting has become the most effective and efficient way to hire drivers. Social Recruiting is no longer a luxury, it’s a necessity. It’s not just about attracting the millennials to your company, it’s also about attracting qualified candidates that meet your company requirements.

Trucking companies, more than ever must use social media for recruiting and communicating with prospects. A strong company presence on LinkedIn, Facebook, Twitter and other sites that outline your company’s benefits and philosophy is critical to attracting qualified drivers. Also, allowing the drivers the ability to apply online is a critical and imperative tool each company should have in place.

Social interaction is paramount and recruiting is an inherently social activity. Success in sourcing and hiring drivers via social media depends on your strategy, the tools you use and the message your company conveys. Social Recruiting is essential to building your driver pool and companies that use these cutting-edge technology do well in attracting candidates who stay connected via social media.

Need Tips on Your Social Recruiting Campaign? Contact Us today! 800.620.9967 contact us HERE .

Why Use Facebook ADs to engage with prospective Employees/Truck Drivers?

Why Use Facebook ADs to engage with prospective Employees/Truck Drivers?

Did you know that 1 out of every 7 minutes spent on the Internet is spent on Facebook? With over 1.3 billion members and 802 million of those logging in daily, people spend more time on Facebook than any other website in the world. In fact, Facebook users spend an average of 29 minutes per day on the network. This gives you a tremendous opportunity to find the candidates you need. But how do you find the right candidates? With Facebook Ads.

For Truck Drivers in particular, over 80% of them on are active on Facebook.

Facebook Ads leverage the social media site’s enormous reach and pair it with robust ad targeting that ensures you’ll reach the exact driver pool/candidates you need, when you need them. But according to a recent study Facebook Ads campaigns are more than 89% accurate. That’s over two times more accurate than any other ad network!

Example of Targeting Options Include:

  • Location Country, state/province, city, or zip code
  • Demographics Age, education, workplace experience
  • Online actions Users who have visited your website
  • Behaviors Purchase history, device usage
  • Connections Users who are connected to certain Pages, apps and events
  • Interests Hobbies and Pages liked
  • Now that Facebook Ads’ are available with the targeting option, there’s almost no limit to who you can find.

According to Nielsen, targeted Facebook Ads campaigns are more than 89% accurate. That’s over two times more accurate than any other ad network!

Common Recruitment Campaigns:

Fill a Specific Job or a Group of Similar Jobs: When you’re hiring for a specific position or several similar jobs, you could simply target by job title to find candidates that currently have similar positions. But what if a user hasn’t filled in their job title or it doesn’t exactly match your criteria? The good news is you can target a much, much more precise audience with Facebook. Facebook Ads allow you to layer your targeting criteria with as many data points as you’d like. To help you fill a specific role or easily recruit similar candidates at volume, you could add criteria such as employer, industry, location, educational background, interests, and more.

Drive Attendance to a Recruitment Event

If you’re holding an event to grow your talent pool, you could target profiles near the event’s location and layer on demographic targeting to attract candidates with a variety of skills and experience.

Attract Diversity Candidate

Many companies have launched initiatives to increase the diversity of their workforce. This is another area where Facebook Ads can help by targeting diverse candidates based on their interests, Facebook Pages they like and languages they speak.

Ensuring Success with ADs:

Our dedicated Social Ads Specialists will help you define, manage and report on your campaigns. At the same time, our Facebook advertising technology will make sure you get the best targeting and reach, while continually fine-tuning your ads to deliver the greatest return on investment.

As you can see, there are many ways to use Facebook Ads to find new candidates, engage with your talent community and share your employment brand. So give it a try! With the reach of Facebook and the relevance of its ad targeting, you can make a serious impact on your recruitment program.