This post was updated March 8, 2021.
Nearly one month into the new year, it’s time to ask, what are your driver recruitment goals for 2021? More importantly, how are you going to achieve them? If you work for a transportation company, you’re probably 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 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.
Content: What’s On Your Landing Page?
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. If you need a video on why drivers should work for you, we can help.
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. 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.
Workflow: Rein in Your Advertising Efforts
You probably have advertisements on several different websites. Where does the call-to-action on those ads take your perspective drivers? And how do you know which source brought you your new lead? Landing pages use a tracking link embedded in your driver recruiting ads to tell you which source brought you this lead.
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 and you won’t have to waste time building reports to find out.
Call to Action: Make it Easy to Say Yes
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. 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.
Spend the Same Money - Hire More Drivers
Whatever your recruiting goals are for this year, your first step should be effectively using a landing page. If you don’t know where to begin, check out recruitment software products like A-Suite. They’ll help you generate more quality leads without spending an extra penny on advertisements. Best of all, they’ll save you time so you can get away from tedious data entry and get back to the recruitment grind.