In case you missed it, part 1 of this series is a great place to start. The information in this series comes from the 2014 Company Driver Connectivity Report. If you haven’t read this research yet, you certainly should. But for now, let’s focus on just one piece of this research. Of course, just knowing a new statistic or fact is just the beginning. The information is useless unless you know know how to use it.
Stat: 48.4% of company drivers said they usually get to an internet site by searching on a search engine like Google.
The second most popular way to find information was through emails (19.1%). This means that more than twice as many drivers are looking for new jobs and consuming content through search than through any other channel.
What does this mean for driver recruiters?
First, it means that you had better be investing heavily in search engine marketing. Yes, this can be competitive and expensive. But if you want to reach drivers you have to get in front of them where you are.
This also means that a comprehensive content marketing plan is vital for EVERY fleet that needs to recruit drivers. Are you sick of spending thousands every month to get highly visible ad spots on Google? Try spending some of that money in generating engaging, interesting content that drivers want to consume. Your organic traffic will soar, and pretty soon you will be getting more and more applications without paying for each click.