What are your driver recruitment goals? Whatever they are, they’re tied directly to your success as a business. However, the more important question is how will you achieve them?
If you work in the transportation industry, you’re staring at empty trucks and buses every day. And, it makes you sick. A good place to start is at the top of the recruiting funnel by making more effective driver recruitment landing pages. Effective landing pages convert more unknown visitors into leads - that means onboarding more drivers with the same advertisement budget.
Focus on improving three items on your landing pages: content, workflow, and a low-risk call-to-action.
Does your landing page have a video? If not, it should. Landing pages with a video convert leads at an 80% higher rate than those with just text. You want a 90-second video that immediately tells visitors to your landing page what makes you different from other transportation companies. Essentially, answer why they should drive for you and not someone else.
Perhaps the best way to use videos is to include driver testimonials. Potential hires will listen to your drivers more than they listen to you. We can help you capture high-quality video testimonials and utilize them in recruiting.
Making a video for your landing page is an important first step. However, If you did your homework on driver personas, you can take it further and design a video for each persona at your company.
LJ Rogers uses driver video testimonials related to the persona in which they're hiring to prove that they are a good fit for that type of driver.
Your ads should speak to each persona and send traffic to the corresponding landing page. The goal is to get a personalized message to as many people as possible. The more your message resonates with your prospective drivers, the more likely they are to give you their contact information.
Your best bet is to outsource writing the landing page to a content writer. However, if you have a tight budget or you’re a writer yourself, you can make an effective driver recruitment landing page with these tips:
Driver recruitment landing pages use a tracking link embedded in your driver recruiting ads to tell you which source brought you this lead.
A-Suite Recruit provides a breakdown of what sources are generating the most leads and hires.
You can’t count on drivers to tell you how they found you because they often forget and, truth be told, they don’t really know. For example, ZipRecruiter is a jobs board aggregator that posts on hundreds of sites on your behalf, such as Indeed. The driver will tell you he found you with Indeed when really ZipRecruiter deserves the credit.
Tracking links tell you this information automatically. It will be clear where to spend your advertising money based on tracking which sources provide you hires. Best of all, you won’t have to waste time building reports to find out.
A Call-To-Action (CTA) is a statement designed to get an immediate response from the person watching, hearing, or reading it. It’s used in driver marketing to move the candidate to the next step in the recruiting funnel.
Make your call to action clear and reinforce the WIIFM.
You want a CTA on your landing page to immediately pop up after someone watches your video. Most importantly, you want your CTA to be something easy and low risk. Keep it as basic as collecting their contact information so you can follow up with a phone screen. The easier the CTA is to complete, the more likely you are to turn someone you didn’t even know existed into a lead.
Here are a few more tips for making an effective CTA:
Whatever your recruiting goals are, one of your first steps should be effectively using a driver recruitment landing page. If you don’t know where to begin, check out recruitment software products like A-Suite.
A-Suite makes it easy to:
With A-Suite, you can generate more quality leads without spending an extra penny on advertisements. Best of all, you’ll spend less time entering data into spreadsheets so you have more time to do the important work: recruiting drivers.
Interested in learning more? Talk to us today to understand how A-Suite can help you fill your empty seats today.
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