CDL DRIVER RECRUITING
The growing company was and is in constant need of new drivers, and with a truck driver shortage and a competitive mile-based industry pay rates, recruiting was a challenge.
The Advertising Strategy
Carter Express hired Jim Fairfield in June of 2015 as Director of Recruiting. Fairfield came with over seventeen years of experience in recruiting truck drivers and had the expertise, drive, and vision to push recruiting to the next level. Fairfield became our contact and we worked together to create and execute the following recruiting strategy:
1) We Made It Easy
This is a vital part of any online strategy, whether for sales or recruiting. It’s especially important when you’re trying to reach people who spend most of their time on the road, using a mobile device during short breaks or rest stops.
We made it easy by creating an abbreviated application – basically a glorified contact form that collects vital contact and basic screening information in a matter of a few minutes, so that we don’t lose applicants who have a limited amount of time. After completing this form, the recruiting department has their contact information automatically loaded to the CRM and can follow up with the applicants. The applicant also has the option to move straight into the full application after the short application is finished.
2) We Made It Appealing
Design, imagery, wording, and more go into creating appealing and effective content. With a driver shortage and a competitive market, not to mention the general information overload of the internet, clear and simple design and content are vital to your online presence. Nothing is worse than spending money on an ad that no one gives a second glance. High-quality visual design and strategic, intentional wording is our specialty.
3) We Made It Visible
Prior to advertising through Element212, Carter Express was utilizing several other advertising providers that charged more and had less reach because they only offered the services of one source or advertising platform. Not only were the results unsatisfactory, the pricing of these providers was not transparent. As a result, Carter Express could not distinguish overhead costs from advertising dollars spent.
Our recruiting strategy utilized platforms that included Facebook advertising, Craigslist posts and ads, Google Display Network ads, and original, engaging social and website content. Our pricing is clear and therefore advertising dollars are much easier to match with the results, and can be adjusted accordingly. The budget is flexible, following the exact recruiting needs of the client and making the most of every dollar spent each month.
– Jim Fairfield