Just like the rest of the industry, you have empty seats and you need to fill them yesterday. Where do you start?
There are lots of questions to answer when it comes to finding safe, professional drivers, from how to write the perfect advertisement content to how to sift through the duds to find the all-stars. We’ll answer a basic one in this blog: where do I find drivers?
Job Postings: Choose Your Sources Wisely
For most companies, figuring out where to put their driver openings is a game of trial and error. You throw stuff at the wall and see what sticks. It’s impossible to avoid trial and error entirely, but it’s crucial to be as scientific in your thinking as possible. The truth is, where you post your job opening is just as important as the content of your post.
Choosing the right place for your job postings can be the difference between raking in cost-effective leads and draining your budget on ads no one sees or hears. So, continue reading for your guide to choosing your source for job postings.
Step 1. Make a Plan
Before you plan a road trip, you have to know where you’re going and where you’re coming from. It works the same for an effective job postings campaign. You need to know what your objectives and priorities are.
For example, a plan objective is to build a predictable recruiting funnel that consistently produces 10 hires per month while reducing cost per hire by 15%. Your road map will look different depending on where you want to go.
Step 2. Calculate Your Variables
You need to know five key metrics that affect your pipeline and budget:
- average cost per hire
- cost per hire by source
- average cost per lead
- leads by source
- lead conversion rate by source
These numbers are important because, without them, you won’t know what’s working and what’s not.
You can go do your homework and study up on how to track and measure these variables. Or, you can invest in a driver-centric Applicant Tracking System. It’ll put them all in a neat and tidy spreadsheet for you to review any time you’d like.
Step 3. Determine Your Budget
Now that you have your average cost per hire, you can determine your budget. This is fairly easy to do when you’re trying to figure out how many drivers you need to hire per month.
For example, if your average cost per hire (only including job postings) is about $1,500 and you need to hire 3 drivers every month, your budget is $4,500/month.
On the other hand, maybe you’re trying to determine how to cut your average cost per hire. You still need to figure out what you’re currently spending before you can reduce that number. To cut cost per hire, you can:
- Change lead sources
- Produce more effective creative that generates more clicks
Step 4. Spend Smarter
Determining where to spend your ad dollars is easy now that you have historical data telling you the most cost effective sources. Using your historical average cost per hire for each source, you’ll be able to predict the number of forecasted hires per month for that source. Start at your lowest cost per hire source and work your way up until you’ve met your goal.
Pro tip: from our experience, Craigslist typically has the lowest cost per hire and cost per lead. Some of our clients spend as low as $10 per lead through Craigslist. However, Craigslist quickly has diminishing returns and will never produce hundreds of leads in one location. On the complete other end of the spectrum, we have radio, TV, and billboard advertising. These traditional forms of advertising are expensive and are not cost effective. That’s because there’s no way of thinning out your audience. You’re paying for everyone’s eyeballs of which 99% do not care about your driving job - it’s wasteful spend. We’ve seen clients spending close to $10,000 per lead and $50,000 per hire through radio ads. Numbers like that give us a heartburn because we’re not convinced it’s worth the brand recognition.
Go Forth And Recruit Effectively
You don’t need to keep throwing stuff at the wall to see what sticks. Make a plan, figure out your variables, make a budget, and spend smarter. Rinse and repeat every month to refine your process. You can save yourself thousands of dollars and be on your way to a fleet of all-stars with these simple steps.
Everyone needs more drivers; that’s a given. How you get there can make all the difference.