Sponsored by SKYBITz SKYBITz.com | 888.698.1733 If you choose print advertising, find out if the publication has an online edition, too. The type of publication is also important. Some “digest” style trucking publications are aimed at drivers who are searching for a new employer; recruiting advertisements make up the bulk of their content. Other publications, such as The Trucker newspaper, work to build a loyal readership reaching a higher caliber driver, some targeting drivers, owner-operators and even industry management. These publications may not produce as many immediate responses, because readers are there for education and entertainment rather than only to find a new carrier, but don’t make the mistake of thinking this group of drivers aren’t constantly looking to better their careers and improve their quality of life. If you present them with an effective message and a legitimate opportunity to find better success, they’ll remember and respond to your ad once they seek additional information. Applications from these drivers may be more desirable, because they have taken the time to learn about the industry and your company. Radio and television advertising is generally expensive but supporting programming that targets the audience you want to reach can be effective. Don’t fall prey to the stereotype, however, that says all truck drivers like country music and car racing. The Internet offers a large variety of modern advertising options, but restraint is prudent, according to Jackson. “Too often media buyers become enamored with the newest offerings on the market,” he said. “They begin drastically shifting their media investments in hopes they have discovered the silver bullet only to soon be faced with the reality they overzealously estimated the benefits. The key is understanding that advertising all works together. The objective is to generate enough interest over time that potential applicants will take direct action toward your company. There is no magic medium. A congruent message, sound placement and buying strategies, consistent investment, hard work and a willingness to exercise patience in your long-term approach will yield winning results.” Websites designed specifically for recruiting truck drivers are a popular choice that some carriers have found to be successful. There are, however, a few things to consider when making a decision on who to sign. Some, for example, offer to send the user’s application to a large number of carriers. Leads and applications of this type are typically lower in quality, since the applicant has no interest in working for you specifically but is instead fishing for the best offer. Many carriers avoid these applications and the host of “perpetually dissatisfied” drivers who send them. On the Internet, you can find a wide variety of advertising options. Search-Engine Marketing (SEM) is an efficient way to get your ad in front of people who are most likely to want to see it. Google, Yahoo! and Bing are among the largest search engines and can put together a program that does this. Google’s Adword program, for example, brings your listing to the top when a user searches for a topic containing a word or term you specify. You can also purchase “sponsored” links that appear in a manner you choose. Search Engine Optimization (SEO) is a tool that Web developers use to get websites to show up higher on the search results list by including words and phrases that are more likely to get picked up by search engines. Using SEO techniques can help searchers find your website more easily, but there’s another benefit. Websites that want your advertising dollars should also be optimized for search engines. If your company doesn’t appear on the first page of search results, that may not be a wise advertising spend. Another Internet advertising option involves tracking a user’s Web usage and selling ad space accordingly. For example, if a job hunter has recently visited the websites of several trucking companies, the ad software would cause your ad to come up on that person’s screen. Geo-targeting is another option that some advertisers offer. A carrier looking for drivers near a terminal or in a particular geographic region can purchase advertising that is directed at users in those areas. Retargeting or remarketing can help keep your message in front of users until they’re ready to make a decision. When advertising on the Internet, information is available on how many people clicked on your “Certain messages will resonate well with America’s most professional drivers while other messages will be met with cynicism and skepticism. How do you create brand differentiation in a sea of brands permeating recruiting media? It must begin with making sure your message is congruent with your company culture.” -Micah Jackson, Publisher & General Manager of The Trucker News Organization ad, where they went and how long they stayed. Google Analytics is one service that provides information of this type. The Internet offers many advertising options, but don’t expect huge results from any one source. “New technologies are changing driver recruitment strategies,” Jackson explained. “Implementing a number of them is wise, but be sober minded in your expectations.” New advertising avenues don’t change the basics, either, Jackson said. “No matter the medium, your message, reputation, company offerings and skill of your recruiters to make a lasting connection with that applicant will make the real difference.” Encourage action: Sales can’t be made until someone agrees to buy. But, what’s a “sale” in driver recruiting? A hire? An application? A phone call? Depending on the structure of your recruiting department, any of these can work and all can be useful. Ultimately, of course, you’re after a hire, but that can’t happen if you don’t get calls and applications. When it comes to advertising, your goal is one-on-one contact with the applicant. Whether it’s a phone call, application, text, chat or other method, your recruiters can’t close the deal without communication. Your advertising must prompt that communication. You can mention many good things about your company, but if you don’t list a phone number or website, you won’t get many responses. If your ad contains a link to your website, there should be some direction to go with it. “Learn more here” or “Contact us at this link” could be a part of the wording of the ad. It should NEVER take more than one click to get to your application, so a link to the app needs to be on every page of your website. Studies have shown that the more clicks it takes to get to your application, the more likely the visitor will leave before getting there. Your recruiting team should be equipped and qualified to respond in a manner that’s comfortable to the driver. If your team can’t receive or send a text, for example, you’ll have to hope the driver who responds decides to make a phone call. If you ask the applicant to call, answer the phone. Nothing says “your call isn’t important to us” like a recorded message stating “your call is important to us.” Half of your callers won’t stay on the line for you to talk to. Thirty years ago, faxing an application to a truck stop for the driver to complete and fax back to you was a fine idea. That technology has become outdated. Everyone has access to the Internet, even if it’s a truck stop kiosk, and free e-mail accounts are widely available. An applicant who doesn’t have the ability or initiative to complete an online application isn’t worth your time. Your website should feature a “chat” button that instantly connects the applicant with a recruiter. A request to chat should be viewed with the same priority as a phone call. No matter which method of communication your team is equipped to handle, tell the applicant what you want them to do in your advertising. Skip the gimmicks: Sign-on bonuses can be an effective way of generating traffic to your website or call center. There are, however, a couple of drawbacks. Sign-on bonuses are rarely what the name implies. Carriers often incur a credibility problem when drivers learn that a “sign-on” bonus is really a “sign-on and make it through orientation and don’t have any accidents and don’t leave us, voluntarily or otherwise for six months” bonus. Then there’s the question of a carrier contributing to its own turnover problem. After all, if you’re targeting drivers who come to you for a bonus, won’t they leave when someone else offers a better bonus? “We treat you like family” is a common advertising refrain. Applicants know that at most familyowned carriers, any family members are working in office positions, not out on the road in trucks. They also know that carriers who claim that they won’t be “just a number” sometimes have a sixdigit number on the fender of each tractor and that “what’s your truck number?” will be the first question asked by their driver manager. Applicants respond best to straightforward advertising that presents an honest portrayal of what they’ll find at your carrier. Be upfront, find the applicants you want, reach them where they are, communicate in the way most comfortable for them, encourage contact and your recruiting team will have more success fighting the driver shortage. After all, every team likes playing in a full stadium. 28 <strong>Truckload</strong> <strong>Authority</strong> | www.<strong>Truckload</strong>.org TCA <strong>2014</strong>-<strong>15</strong>
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