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 (PPC) 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, email 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 and 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.
Article by Kelly Maddock of KJ Media, a driver recruitment marketing company in the transportation industry.