As a driver recruiter, it is your job to figure out how to create the most effective campaigns possible to ensure that your fleet can survive the driver shortage. Fortunately, you can track recruiting metrics to figure out exactly what is working, and then use that information to improve your campaigns moving forward.
By constantly tracking your recruiting metrics, you can take valuable information about what drives application submissions and then funnel that information into your planning and execution.
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1. Conversion rates for landing pages.
Since most of your application submissions are probably coming through landing pages, tracking the conversion rates for these pages is integral to determining your campaign’s success. However, if your conversion rates are low, there are a few things that you can do to improve their performance.
You need to keep landing pages simple and utilize clear calls to action. By asking drivers to take simple actions (i.e. click, submit, or call), you can direct their focus and increase your conversion rates. Also, avoid distracting potential applicants with useless information, which might redirect their attention. Having extra, unnecessary information on your landing page can quickly cause a driver to navigate away.
Always A/B test your landing pages. An A/B test is a simple way to test changes to your current design against the original to determine which design produces positive results for your fleet. You can also test other changes such as the length of the form, layout, headlines, copy, and calls to action. Even small changes to a landing page have a big impact on your conversion rates.
Testing the effectiveness of your landing pages provides you the information necessary to make data backed decisions and improve conversion rates.
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2. Cost-per-Application
A driver recruiting campaign is a complex machine, with lots of expensive moving parts. You are probably spending money on SEM, social media ads, targeted job boards, and probably even a few print ads in publications that drivers read.
Running a cross channel recruiting campaign is great, but it’s important to know how much it costs for you to get each application. It’s a pretty simple number to get. You take the amount of money you spent during a period of time (month, year, etc.) and then divide that number by the applications you got.
However, you need to further refine that number to better understand which channels are working best to get you the outcome that you need. You should find out how many applications you are getting per channel and the costs to get those applications. Having a refined cost per application, for each channel you are using, can help you determine how targeted your audience is and inform you on how well your campaigns are performing.
By better understanding which channels bring in the best applications, you can redirect your recruiting budget to higher performing channels.
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3. Cost-per-Hire
Cost per hire is arguably the most important metric for recruiters to track. Figuring out your cost per hire is simple. Take the amount you spent during the period of time you’re measuring (month, year, etc.) and divide that amount by the number of drivers you hired. Voila, you have your cost per hire.
Recruiting drivers is more than just getting enough applications to find the drivers you need. Your campaigns need to be as efficient as possible. Breaking down your cost per hire by channel can give you a better idea of where your most qualified applicants are coming from, even if it is primarily from one source. It can also help you identify which touch points are effectively driving these qualified drivers to apply for your positions.
A print ad that gets you lots of phone calls but few hires might be cheaper in the short term but have a high cost per hire. On the other hand, a SEM campaign that gets you a lot of hires may be more expensive in the short term but have a low cost per hire. Finding ways to create a more targeted audience for your recruiting ads should deliver more qualified applicants, thereby lowering your cost per hire. If you can lower the overall costs to hire a driver for your fleet, you will become a rockstar.
Ultimately, you have to experiment with your campaigns and find the best way to get the drivers you need as cheaply as possible.
Unfortunately, there is no magic formula for recruiting all the drivers that your fleet needs. You can’t just publish a print ad and expect hundreds of drivers to immediately call you. But you can track your campaign metrics. By understanding exactly how your campaigns perform, you can gain insights on how to improve your recruiting campaigns and ultimately get your trucks back on the road.
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