As a recruiter, you also have to be a marketer. You probably know this, but it’s important to be reminded every so often. Lately recruiting has been a tough business; so it’s more important than ever to remember you are a marketer. You have a responsibility to keep your trucks on the road by hiring as many drivers as you possibly can. But the driver shortage isn’t making things easy. For you, YouTube offers the perfect way to boost your recruiting efforts.
Previously we talked about why it is important for you to use YouTube to recruit drivers. In that post you learned that videos provide value for drivers. That value then increases driver engagement and gives them a reason to apply to your jobs. Now that you know why it is important to use YouTube to recruit drivers, you need to know where to put your videos.
By knowing where to place your videos, you understand how to leverage your marketing efforts to increase driver engagement.
Use video on YouTube.
Obviously YouTube is the first place that you want to be using your videos. First and foremost, it is a social media network. You can host videos, create a profile, and interact with other users. 100 million people take a social action on YouTube every week, with millions of subscriptions happening every day.
YouTube is also the second largest search engine, trailing only Google. As more and more people are using the site as a search engine, you could be missing out on those drivers. Companies that regularly post videos see 200% to 300% more unique visitor traffic to their websites. Visitors are also twice as likely to visit a site after seeing a video.
YouTube offers a perfect opportunity to reach drivers from the place where you actually host your videos.
Use video in job postings and websites.
By embedding video in your social media posts and websites, drivers are obtaining relevant information. This information makes them more likely to apply for your jobs. It’s always good to have a video alongside your content. Remember the old adage that a picture is worth a thousand words, well think of what one minute of video is worth.
When drivers are searching fleet jobs on Google your videos are more likely to show up in top results. Not to mention that your pages with embedded video will also be there.There are over 185 million job related searches in Google every month, and when I searched truck driver jobs there were 118 million listings.
You have a lot of competition in getting search results actually seen by drivers.
Video actually appears in 70% of the top 100 search listings, and it is 53% more likely for pages with video to show up in the first page of search results. Job postings which have video are viewed 12% more than those without, and they also have a 34% greater application rate. These statistics are phenomenal! This way you have multiple results showing so that drivers keep seeing your fleet. When drivers continuously see your content, they are building positive brand awareness.
Just think, if you can hire a handful of these NEW visitors, you are saving your fleet tens of thousands every day.
Use video on your other networks.
So it’s important to enhance your social networks with more than just words. Everyone uses written word in Facebook, Twitter, LinkedIn, and other sites. But by leveraging your YouTube videos you can make your social media posts more interesting to drivers. It’s important to note that 58% of users aged 18 to 34 say that they will watch a video if a brand they follow posts it.
You are making your videos more shareable when you post them on other social media platforms. By making it shareable you are extending the reach of your job posts and social media outreach. Remember that over 500 years of YouTube videos are seen on Facebook every day, and 700 videos are shared every minute on Twitter.
Drivers are watching the videos that you post and they are forming an opinion about your fleet. Give them a reason to apply.
You are really good at what you do. Never forget that. You are developing new techniques, and constantly adapting to increase your recruiting. Start making those videos, posting them online, and utilizing them wherever you can. And in no time, you will be seeing the fruits of your labor.