Common Scenario: A driver sits at his computer with the intention of finding a possible job opportunity. He tries a few new sites but doesn’t go as deep into his hunt as he wants to because he isn’t sure exactly where to look.
What if he didn’t have to look hard? What if your ads were present and available at the beginning of his search?
Good news, they can be. Better news, generating applications is as simple as knowing the channels you can use to put yourself in the right place at the right time.
Let’s go over 5 ways to get you noticed by drivers.
1. Search Engine Marketing
The driver does a basic online search on Google, Bing, etc. As the search generates results, his eyes land at the top of the page.
According to our research, 48.4% of company drivers use search engines to look for sites and topics. Even more astounding is that 67.5% of company drivers use internet search to find truck driving jobs. This presents you with a big opportunity.
By targeting the right keywords and prominently displaying your ads alongside organic results, your ads are more likely to catch a drivers eye.
TIP: Paid search can help you target keywords that you don’t already rank for organically.
2. Media Targeting
The driver visits his regular sites, the ones he can relate to. Sometimes, he reads about the trucking business because he likes being in the know about his field.
Randall-Reilly’s Overdrive and Truckers News brands draw tons of drivers who are actively looking for new positions. Accessing these brands through Randall-Reilly gives you an opportunity to put your banner and text ads in front of the right truck drivers.
You can also buy applications for drivers who are applying on media websites. This gives you an opportunity to both directly generate applications and improve brand awareness among truck drivers.
TIP: Associating your brand with strong brands can get you in front of thousands of engaged drivers.
It’s the age of social media. Like any other individual, the driver has his favorite. As part of his daily routine, he scrolls through his news feed on facebook, skimming over comments and pictures of friends and family when he comes across a driver recruiting ad.
Facebook is the most used form of social media in the United States. This is also true for drivers, as it’s the most popular social media site for these audiences.
Here are a few stats you need to know about driver Facebook usage:
- 62.2% of Company Drivers use Facebook
- 46.6% of Owner-Operators use Facebook
Fortunately, Facebook provides a number of ad formats and targeting that can help you accomplish your recruiting objectives. You can directly generate leads, build your employer brand, and distribute your content.
Let’s look at a couple of ways for your ads to display on Facebook:
News feed ads: These show up on a driver’s news feed among regular posts. These ads have some of the highest click-through rates of facebook ads.
Side bar ads: These are the ads that come up on the right hand side of the page.
TIP: News feed ads don’t always look like ads. Some are similar to regular posts.
A link leads the driver to a particularly entertaining video on YouTube. Sometimes he will skip the ad before the video, but one in particular grabs his attention.
With 1 billion+ users and 4 billion video views per day, YouTube is the most used video website in the world. It’s also a very important site for truck driver media consumption.
Here are a few ways to target videos:
- Demographic – Age, gender, etc.
- Location – Focusing your ads on the area or areas where you need drivers.
- Placement – Choosing particular youtube videos and youtube channels to place your ads on.
YouTube Trueview ads come in a few different formats to help you accomplish your recruiting campaign objectives.
These are the ad formats:
- In-Stream: These ads show before the start of the video or on a YouTube channel.
- In-Display: This is where your video shows at the top of the suggested videos list at the side of a YouTube video page.
- In-Search: Here, your video shows up on the first page of a driver’s search results.
- In-Slate: These show before long-form video, and users actually choose your video.
TIP: You only have 5 seconds to capture a driver’s attention before they skip your ad or lose interest. So, make those seconds count.
5. Display Networks
The driver isn’t always searching. Sometimes, he’s simply surfing the web.
Just because a truck driver is looking for a job doesn’t mean he’s always actively searching. If you want a driver to find you online, then you have to be on the sites they visit.
Google’s Display Network distributes your ads across 2 million+ websites. These sites include some of the biggest sites on the web, such as CNN and Fox News. Your ads show up alongside engaging content across the web.
TIP: Experiment with multiple ad formats to test and see what works best for you on display networks.
New Scenario: A driver sits at his computer with the intention of finding a possible job opportunity. He’s only been online for a few minutes and he’s already found what he’s looking for . . . You.
Using a variety of digital channels can help you diversify your digital recruiting campaign. As drivers surf the web, they need to be given multiple chances to click your ads and submit an application for your fleet. Getting in front of the right driver at the right time is key to getting your trucks back on the road.