Driver Recruiting and Social Media

Driver Recruiting is top of mind to all recruiters. Using online marketing to create inbound leads is crucial. There are many benefits to online marketing. Especially for transportation companies in their recruiting efforts to recruit and retain qualified drivers. Social tools have the ability to help automate processes which can affect your department labor, cost per hire and traditional media spending. Below are a list of benefits that can be brought to your company when combining driver recruiting and social media.

Costing Savings: Reduces the cost of traditional media and the cost of agencies.

Access: Gain competitive information for future business needs and have the ability to source critical/scarce skill sets. This allows you to be proactive building relationships that are responsive to your business needs and also giving you access to quality candidates.

Quality & Fit: Improves the quality of hire and not only improves your retention process, but also increases your retention rate.

Competitive Advantage: Allows for companies to participate in common industry practices, keeping up with the pace and setting you apart from competition.

Efficiency: Improves the flexibility and adaptability of your recruitment process. Giving companies the ability to reduce time to hire and improve the ability to measure performance.

Sustainability– Gives the ability to provide candidates for critical projects and owning the channel to marketing.

Social media is about transparency, relationships and community. There are a lot of social tools, but essentially the principles are all the same. Online marketing is essential in recruiting and retaining today’s driver. Every company should have an online marketing campaign if they want to attract the best candidates in the industry.

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 800.620.996 or contact us HERE .

 

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 .

 

How do you gain insights from truckers to best market and recruit them?

According to the 2014 Pew Research Center, 87% of adults in 2014 use the internet. Of that 87%, 71% of them use Facebook. What does this mean for your recruiting efforts? That means Facebook is crucial for not only educating and engaging drivers but also learning from them. Knowing how to properly engage with these drivers in an effective and meaningful way requires a solid understanding of them as an audience, what their social habits are and what they are looking for in a company.

How do you gain insights from truckers to best market and recruit them?

• Utilize social listening tools. Tools exist (both free and paid) to
better understand what is being said by the trucking community and about their challenges, what they’re doing on a daily basis and what they’re looking for and more. These social listening tools scan the public web (mostly consisting of social sites) and allows for an aggregated look at the conversations that are taking place online.

• Use your own brand page or partner with driver community Facebook pages such as Trucking Gets Social to strategically target and reach drivers.
o Use Facebook posts to ask specific questions that you’re looking to get the answer you can opt to publicly ask questions to your audience. You can get qualitative information by asking how drivers feel about a certain challenge, about what they want in a job and about what they need in a company.

o Dive deeper by utilizing survey tools to post a link to a survey you create on Facebook. By utilizing these tools and offering an incentive (like an opportunity to win a small but meaningful prize – i.e. $50 gift card), drivers will be willing to answer multiple questions around a variety of different topics. These tools offer aggregate information in easy ways to understand.
• If you have a Facebook page with drivers as fans, use Facebook Insights to understand a bit more about them and what they respond best to. With Facebook insights, you can find more about the demographics of your audience – where they live, their age, gender and more and understand which content they enjoy the most. By understanding a bit more about who they are, you can better speak to them on social and understand how to better recruit them.

Hundreds of major brands are turning to social media channels for insight over traditional research channels. By utilizing social media, you cut down the costs around research and insight and are able to reach your target market and understand them in much quicker and more affordable ways. Let us help you get there. Contact us and let us let social media work for you.

Contact us HERE to increase your driver leads.

 

The Importance of a Driver Recruiting Budget

The Importance of a Driver Recruiting Budget

The Importance of a Driver Recruiting Budget

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 Turnover- Companies 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 turnover- First, 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)
Advertising- For most 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.

Recruit Drivers WITH Social Media

Recruit Drivers WITH Social Media

Social media is a new successful form of driver recruiting. It’s heighten popularity within the transportation industry is only increasing over time. WHY? Because Truckers are spending more time on Facebook and Twitter as a social connection when they are on the road.

What do you if you’re looking to recruit drivers via social media?

1.       Start by establishing a meaningful presence on Facebook and Twitter. Most B2B companies won’t ever sell anything from their Facebook pages, but they certainly can attract drivers. As the target segment for this effort is potential hires, make sure you show people why someone good would want to work at your company — happy faces, information about your strength and security, and useful job listings. Cross-posting job listings from other recruitment sites is a great idea.
2.       Build your audience by starting with friends. Ask your current drivers and employees to “like” the page. They won’t all do it, but it can get the ball rolling. Ask your vendors and customers too. Every recruiter knows that the best hires are a good cultural fit.
3.       It’s all about the numbers! The average Facebook member has 150 friends. If 100 people share the job listing, and even a few of their second-degree friends share it, you can reach (a) a lot of people who (b) should easily understand your company and its culture. Last of all, they’re accountable — when you have a personal connection to the company, you’re much more likely to be a good employee, rather than let down a friend.
4.       Consider giveaways or referral bonuses if they fit with your culture. The Jobvite survey notes that roughly 2/3 (65 percent) of companies seek to increase employee participation in recruiting by offering referral bonuses; more than 1/3 offer rewards of more than $1,000.

 

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 .

 

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 .

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.

What is Retargeting?

What is Retargeting?

We have all heard the term retargeting being used when talking about online marketing, but like most of us, we are all wondering what is Retargeting? Retargeting also known as remarketing, it is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

Site-based retargeting serves ads to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an attempt to bring them back.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. Recruiters can use retargeting to keep their companies in front of qualified applicants and increase application completion. Companies can use it to help them stay in front of prospects and customers, increasing sales and keeping their competitive edge.

Now, the big question, how does retargeting work? Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web. You place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy. Strategies involving social media pages, content marketing, AdWords, and targeted display are great for driving traffic to your website. Retargeting can help increase conversions, but it can’t drive people to your site. Your best chance of success is using one or more tools to drive traffic and retargeting to get the most out of that traffic.

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.

 

Outsource Marketing Campaign

Outsource Marketing Campaign

Outsource Marketing Campaign!

Drivers are inundated with options for employment opportunities these days.  Look on any driver or operator recruiting website, I don’t know how a driver begins to decide on which company to call.  We are facing a driver shortage and recruiting and retaining qualified drivers is getting harder by the day.

Effective marketing to drivers requires an expertise. Understanding drivers, their demographics, preferences, and reasons they choose to work for a specific company, is the life blood to your recruiting campaign. Often times, recruiting and/or human resource departments do not have time or manpower to perform this diligence. That’s why many companies are outsourcing their driver recruitment marketing campaign to experts in the industry.

Top Ten Reasons Companies Outsource Their Driver Recruitment Marketing Campaign

1. To improve company focus. Outsourcing sets up a framework which an outside expert assumes responsibility for operational details, such as driver recruiting marketing campaign. That leaves management free to focus on more important business issues related to customer service and marketplace demand.

2. To obtain world-class capabilities. Because of their specialization, outsource providers bring an extensive skill set into the companies driver recruiting environment. Such leading edge technology and expertise helps companies increase productivity.

3. Access to an expanded talent pool. In-house marketing staff may not always have the skills needed, especially when it comes to recruiting drivers. Outsourcing to an experienced marketing team that can integrate smoothly into the organization not only brings in innovative ideas and added energy, but also the high-level talent needed to execute the goals of a successful driver marketing campaign.

4. To share responsibility. Outsourcing enables management to turn over certain responsibilities, such as their driver demand. The outsourcing provider can spread those responsibilities over multiple resources and capitalize on their extensive knowledge of the industry.

5. To free up corporate resources. Outsourcing your driver recruitment marketing campaign permits an organization to redirect its resources from non-core activities to ones that have the greatest impact on business performance.

6. Reducing overhead. By engaging a outsourcing firm specialized in driver recruitment, businesses can avoid or reduce the cost of additional internal overhead.

7. An outside perspective. An overlooked advantage of using outsourced marketing is that the team is not of the company’s culture. No matter how dedicated and engaged management might be in meeting a company’s recruitment goals, it’s quite possible to become too close to the business−too involved to be able to step back and analyze strategies from the driver’s perspective. A driver recruiting marketing team can supply that all-important “objective viewpoint” that can be difficult for any company’s executives to consistently maintain.

8. To control operating costs. Access to an outside provider’s lower cost structure and is one of the most compelling reasons for outsourcing your driver recruitment marketing campaign.

9. To obtain resources not available internally. Outsourcing your driver recruitment campaign is often a viable option for companies experiencing rapid growth, expansion into new geography or spin-offs from the parent company.

10. To deal with management or control problems. Control problems are often cited as the reason for outsourcing. However, the underlying cause, such as unclear expectations or difficulty in measuring performance, is often not solved by outsourcing.

For all these reasons, outsourcing your driver recruitment marketing campaign delivers real value. It brings unprecedented efficiency and functionality when it comes to marketing to an increasingly in demand and often difficult-to-reach audience.

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.