Driver recruiters, ignore YouTube at your own peril. Not only are videos extremely engaging, but the site is also one of the most trafficked on the internet. Even more impressive are YouTube’s paid advertising capabilities.
Simply put, driver recruiters can’t afford to not invest in YouTube.
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Why YouTube
If you’re like most driver recruiters, you’re busy. There is always a lot to do, and you are under a lot of pressure. We completely understand that.
Just telling you that YouTube is important isn’t going to cut it.
In case you need some more convincing, here are a few things you need to know about YouTube:
- YouTube is the second largest search engine, following behind Google.
- On average, regularly posting videos improves website traffic by 200% to 300%.
- Regularly posting videos increases average time-on-site spent per visitor by 100%.
- Job posts with video are viewed 12% more than those without video.
- Job posts that include video have a 34% higher application rate.
- YouTube is the second highest ranked social media site among Owner-Operators, with 35% reporting they had visited the site.
- 49.8% of company drivers use YouTube.
Now let’s take a look at where you should be using your videos and a few best practices.
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Video Placement
YouTube is a great site for driver recruiters because it has it’s own audience and it allows you to host videos. This presents you with opportunities to use video in a lot of different places.
Here are a few places you can use this new, versatile video content to enhance your driver recruiting strategy. If you want a more in-depth look at where you can use your videos to recruit drivers, you can access that article here.
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1. Video on YouTube.
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2. Video on job postings and websites.
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3. Video on your other social media accounts.
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Target provides a great example of targeted video placement.
The careers section of their website isn’t just a list of open jobs. Instead, they provide videos and featured news stories that potential applicants are interested in seeing. They even provide employee testimonials about what it’s like working for Target.
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Best Practices
Just using your videos in the right places doesn’t mean you’re going to succeed. You need to ensure that you are using video content the right way.
Here are a few best practices to help you ensure success with your YouTube video content. If you want a more in-depth look at these best practices, you can access that article here.
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1. Post regularly –
Posting videos regularly on YouTube will help you grow your subscribers. It is also good to provide them a range of content, to help engage them regardless of changing needs.
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2. Relatable videos –
Make sure your videos are relatable to drivers. Provide drivers with videos that give an inside look at who your fleet is, the benefits of employment, and a look at the different driver jobs you offer.
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3. Repurpose your video –
You can use video content to enhance all of your other content and enhance your recruiting efforts. Try building blog post around videos, or building ads from your current videos.
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If you’re looking for a great example of employer branding, you should look no further than Starbucks Coffee.
Starbucks has a great YouTube channel. Not only do they post their commercials and announcements, but they have a lot of videos talking about the different hiring opportunities and benefits for employees. Here’s a good example among the plenty their channel offers.
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YouTube Ads
With the amount of drivers visiting the site, it’s imperative that you are investing in paid advertising on YouTube. Otherwise you’re missing out on a big opportunity.
Fortunately, YouTube ads aren’t a crapshoot either. They have robust targeting options that can help you sift through the masses to find drivers. Not only can you use ads to build driver awareness, but you can also generate applications.
Finally, let’s see the different ways you can target drivers on YouTube.
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Tagged Audiences
The most effective way to get your ads in front of drivers online is to use tagged audiences. Simply put, tagged audiences ensure that your ads are getting in front of very specific driver audiences who are most likely to apply for your jobs.
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Search
Much like paid search ads, you can also target drivers who are searching for videos on YouTube. It works much the same way. All you have to do is target important keywords that you want to display for.
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Topics
You can target drivers based on the content they are viewing. Mind you these are broad topics, including arts and entertainment, autos and vehicles, games, health, etc. These can be effective if you know that drivers are looking at a specific topic and want your ads to have a broader reach.
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Managed Placements
This is one of the most specific targeting options available. This allows you to target very specific YouTube channels or videos that you know drivers are frequenting. It has a very limited reach and very high costs. But that doesn’t mean it can’t be used successfully for your YouTube recruiting efforts.
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Demographics
This is the broadest of the targeting options we have talked about today. This allows you to target drivers based on their age and gender. While broad, it can also be layered on with other targeting options to help you qualify the drivers you’re reaching.
By combining targeting options, you can ensure you’re reaching the drivers most likely to convert.
If you’re a driver recruiter, YouTube probably isn’t the social media channel that first comes to mind. But that doesn’t mean you can overlook it. By creating quality content and utilizing robust targeting options, you are poised to convert the drivers you need.
