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1 How Quality Companies Found a Successful Recruiting Channel in Facebook
Table of Contents
Introduction ……………………………………………………………………………………………………….…...……….……. 2
The Problem with Conventional Recruiting Strategies ……...……………...……………………………..……. 3
Social Media for Truck Driver Recruitment …………………………………………….…………………….…….….. 4
How StrataBlue Uses Facebook to Help Quality Companies Find & Recruit the Most Skilled
Candidates….…………………………………………………………………………………………………………………………… 5
Quality Companies’ Facebook Campaign Results ………………………………………………………………...…. 8
How Quality Companies Did It …………………………………………………………………………………………..……. 9
Final Recommendations …………………………………………………………………………………………………………. 10
About StrataBlue …………………………………………………………………….……………………………………………….11
2 How Quality Companies Found a Successful Recruiting Channel in Facebook
Introduction
There’s no denying that the trucking industry is a foundation of the US economy, transporting more
than 70 percent of the country’s freight tonnage.1 But despite its importance, the industry is seeing a
steadily increasing shortage of drivers. It’s estimated that there are more than 48,000 job openings in
the US. The American Trucking Associations (ATA) estimate that by 2024, there will be an alarming
driver shortage of roughly 175,000.
Image credit: American Trucking Associations
In addition to less available drivers in general, carriers are facing difficulty finding the right matches for
their available jobs. Traditional recruitment strategies are often based on large, recycled pools of
applicants – a strategy that falls short when it comes to ensuring that each job is filled by the best
possible candidate.
A vicious cycle ensues, where inadequate driver matches lead to poor performance, high turnover, and
skyrocketing costs for carriers. Truck driver recruitment has transformed into a war for talent, where
carriers are in steep competition to secure the most valuable employees and contractors.
1 American Trucking Associations, http://www.trucking.org/News_and_Information_Reports.aspx
3 How Quality Companies Found a Successful Recruiting Channel in Facebook
Consider the launch of Uber Freight.2 Just like Uber disrupted and transformed the taxi industry, it’s now
setting its sights on the trucking industry. This is just a drop in the bucket to illustrate the drastic
technology shifts that are becoming commonplace in the 21st century.
It also acts as an urgent warning to carriers: move quickly or you’ll be left behind.
As this competition continues to deepen, more recruiters are recognizing that they can reach high-
quality candidates quicker and at a lower cost using social media instead of the antiquated strategies of
conventional recruitment systems and agencies.
Facebook can give trucking companies a competitive edge in finding and
engaging the right candidates.
This case study details how the leading US trucking company Quality Companies partnered with
Stratablue – a Facebook Certified Partner that specializes in search engine optimization (SEO), online
marketing, and social media – to build a customized Facebook campaign that allows them to reach and
hire their ideal truck driving candidates. We’ll explore how StrataBlue’s Facebook strategy has not only
helped Quality Companies put messages in front of the right talent, but also how it helped lower the
company’s recruitment spending and raise its profitability.
The Problem with Conventional Recruiting Strategies
The truck driver recruiting sector has historically been controlled by media and newspaper agencies that
sell advertising space. Once print publishers, many of these agencies branched out into web publishing
and began posting vacancies on their expanding list of domains, including a host of job boards that
attract trucking recruiters nationwide.
Because these job boards dominate the recruitment market, it’s easy to believe that they’re the most
efficient technique. However, these systems present some significant issues that are only exacerbated
by the growing shortage of drivers.
Lack of Lead Diversity
One of the biggest issues with conventional recruiting strategies is their inability to dig deep into the
market of available talent. With job boards and pools, each participating carrier has access to the same
database as all the others. The result is non-specific posts designed to recruit a stagnant supply of
drivers, which isn’t helpful for firms looking to reduce the average cost of turnover – which one study
cites as $8,234 per driver.3
2 TechCrunch, https://techcrunch.com/2017/05/18/uber-freight-launches-to-connect-truck-drivers-with-available-shipments/ 3 Upper Great Plains Transportation Institute, http://www.ugpti.org/pubs/pdf/SP146.pdf
4 How Quality Companies Found a Successful Recruiting Channel in Facebook
In addition, today’s most common recruitment resources lack the enhanced targeting and optimization
capabilities that can be easily found in digital marketing strategies like social media. Without the ability
to hyper-target their user base, carriers are missing out on crucial opportunities to be connected with
specialized, robust demographics of job seekers.
For example, the ATA states that the average age of drivers in the over-the-road (OTR) truckload
industry is 49 years. On top of this, just 5.8 percent of drivers are women, 4 despite the fact that women
make up nearly 47 percent of the entire US workforce.5 This lack of diversity is a huge contributor to the
growing shortage of drivers.
It’s evident that when it comes to finding quality talent, one size doesn’t fit all. So how can carriers hire
outside the box and reach the candidates who aren’t signed up for these traditional job boards?
Social Media for Truck Driver Recruitment
According to Jobvite, 65 percent of surveyed recruiters said that their largest hiring obstacle was a lack
of skilled and available candidates. To counteract this, 57 percent said they’re working on growing their
talent pipelines, and 56 percent said they’re working to increase the quality of their hires.6
4 American Trucking Associations, http://www.trucking.org/ATA%20Docs/News%20and%20Information/Reports%20Trends%20and%20Statistics/10%206%2015%20ATAs%20Driver%20Shortage%20Report%202015.pdf 5 U.S. Department of Labor, https://blog.dol.gov/2017/03/01/12-stats-about-working-women 6 Jobvite, https://www.jobvite.com/wp-content/uploads/2016/09/RecruiterNation2016.pdf
5 How Quality Companies Found a Successful Recruiting Channel in Facebook
As the world turns toward digital in virtually all areas of life, recruiting is no exception. Jobvite’s report
goes on to say that in order to solve these hiring issues, 29 percent of recruiters are investing in
recruiting via social media platforms, and the number continues to grow.
This has a significant payoff, because job seekers are turning to social media to find jobs too. According
to Recruitics, 79 percent of job seekers use social media to help with their search. Of these, 67 percent
use Facebook, 45 percent use Twitter, and 40 percent use Instagram.7
Quality Companies recognized that the industry’s traditional recruitment strategies are stale, and that
digital trends like social media are becoming a powerhouse for companies that are willing to embrace
the shift. So they dove in and never looked back.
How StrataBlue Uses Facebook to Help Quality Companies Find & Recruit the Most Skilled Candidates
As millions of brands are taking to social media to solve their hiring obstacles, Quality Companies is a
prime example of a brand that’s doing it the right way. Taking full advantage of the targeting capabilities
and ad settings offered through Facebook Business Ads, StrataBlue was able to develop and hone a
campaign that continues to bring Quality Companies high quality leads at significant cost savings.
From its Facebook recruitment campaign, Quality Companies has generated
more than 4,000 leads and saved 69 percent in spending for each acquired
lead.
7 Recruitics, http://www.recruitingbrief.com/2017/social-media/?open-article-id=6329883
6 How Quality Companies Found a Successful Recruiting Channel in Facebook
Let’s examine some of the campaign elements and how they contributed to the campaign’s overall
performance.
Anatomy of a Successful Facebook Campaign
Ultimately, Quality Companies’ ads are designed to reach Facebook users who are interested in applying
for trucking positions online. StrataBlue utilized Facebook Lead Ads, where each ad leads users to a
gated form with basic qualifying questions, which they can fill out through their Facebook account.
Strategic Ad Design
StrataBlue’s campaign creative uses a combination of images, videos, text, and calls-to-action (CTAs) to
create engaging, informative, and visually appealing advertisements. These ads are carefully designed to
meet Facebook’s guidelines prior to launch. For example, the ads are careful to maintain the right
amount of text overlayed onto an image, as excess overlay will disqualify the ad before it even has the
opportunity to run.
Direct Tenstreet Integration
Once they’ve filled out this preliminary information, it’s sent directly into Quality Companies’
Tenstreet database. With the help of this seamless CRM integration, the Quality Companies recruitment
team can then review each form and reach out the user if they’d like to proceed with the full application
process. In the meantime, users are directed to the Quality Companies website if they’d like to learn
more about the organization.
7 How Quality Companies Found a Successful Recruiting Channel in Facebook
Right Message, Right Person, Right Time
Facebook’s advanced targeting is part of the formula that makes this campaign so effective. With this
tool, StrataBlue was able to control exactly who saw the ads, based on a series of options such as:
• Demographics: Gender, age, education, job titles, workplace, relationship status, and the like. In
addition to the drivers themselves, Quality Companies is able to target their spouses and other
loved ones who could spread the word.
• Location: Based on countries, states, and cities, with the option to create a radius around
specific locations. For example, users within a 30 mile radius of the company’s headquarters.
• Interests: Based on hobbies, preferred entertainment, and other interests they’ve expressed on
their personal Facebook account. For example, users who “like” or follow Trucking Depot’s
Facebook page.
• Behaviors: Activities such as purchase behaviors and device usage. For example, users who
purchased steel toe work boots, or use Facebook on a smartphone versus a desktop.
In addition to these “core audiences,” StrataBlue was also able to upload Quality Companies’ private
contact list (the “custom audiences” feature), as well as generate lists of users who have similar
characteristics to the company’s contact list (the “lookalike audiences” feature). These powerful
Facebook Lead Ads features are how Quality Companies has the ability to target not only the candidates
themselves, but their friends and family members as well.
8 How Quality Companies Found a Successful Recruiting Channel in Facebook
Image credit: Facebook
Quality Companies’ Facebook Campaign Results
Comparing Facebook vs. Google AdWords
Quality Companies also partnered with StrataBlue to implement a Google AdWords campaign in tandem
with its Facebook campaign. While Google AdWords helps to bring in qualified leads, Quality Companies
found that their Facebook campaign is ultimately more cost-effective and generates higher-quality
9 How Quality Companies Found a Successful Recruiting Channel in Facebook
driver leads. However, AdWords remains a strong option for ads that target fleets to inform them of
Quality Companies’ recruitment services.
Here are the Google AdWords campaign results over the same time period:
• Impressions: 1,319,806
• Cost per click (CPC): $1.72
• Average lead cost: $35.80
• Conversion rate: 6.3%
• Clicks: 32,641
• CTR: 2.47%
How Quality Companies Did It
Quality Companies knew the complexity of an online advertising campaign, and that even the slightest
misstep can translate into thousands of dollars of lost revenue. They had to ensure that the campaigns
were optimized, carefully executed, and constantly monitored. That’s why they sought the expertise of
StrataBlue, a Facebook Certified Partner with the skills and resources to handle even the most detailed
and intricate ingredients of a successful strategy.
StrataBlue assisted throughout the entire process: from working with Quality Companies on their
campaign goals, to building the campaigns based on market research, to tweaking them for optimal
results.
Real Time Tracking, Analytics, and Reporting
StrataBlue used Facebook Ads Manager to monitor the campaign in real time, with the ability to adjust
budget, audiences, text, images and videos, and placement options. When analytics revealed that one
headline performed better than its variant, the variant could be immediately paused to ensure that ad
spend was allocated to only the top-performing ads.
10 How Quality Companies Found a Successful Recruiting Channel in Facebook
Facebook’s powerful tracking and analytics tools provided a wealth of data about the campaign’s
performance and the users who interacted with it and converted through it. StrataBlue was able to mine
this data to see if the campaign was meeting its goals, identify key strengths and weaknesses, uncover
trends to make predictions, and collaborate with Quality Companies through monthly custom reporting.
Final Recommendations
In today’s cutthroat recruitment landscape, companies that fail to stay ahead of the competition will
simply be left behind. The industry has already seen a drastic shift to new digital marketing techniques,
and Facebook ads are providing undeniable results for recruiters that are tired of mismatched and
unqualified leads.
Are you interested in cutting costs, minimizing turnover, and finding the perfect truck drivers for your
business? StrataBlue might be able to help. To see if our services are right for you, visit
https://stratablue.com/recruiting/ and apply for a free audit.
11 How Quality Companies Found a Successful Recruiting Channel in Facebook
About StrataBlue
StrataBlue is a digital strategy management firm. Our mission is to help businesses of all sizes, take best advantage of today’s highly digital marketplace, whether it relates to marketing services, strategy, or business analytics. Because we take the burden of managing the digital workload off your shoulders; you can focus on driving your competitive advantage to delight your customers.
How is StrataBlue different from the others in the market? We still believe in the power of ‘word of mouth’ advertising and reputation, because nothing can take the place of your hard work and customer goodwill. StrataBlue uses our proven digital marketing expertise to extend and amplify your customer goodwill using online resources to identify, capture, and retain new customers, while mining the potential of current customers. If you count on referral business to drive your company’s numbers, adding the right mix of StrataBlue solutions can significantly impact your bottom line through customer segmentation, customer expansion, and customer longevity. We are all about measuring the customer journey, and making sure that they stay with you forever. Next, we bring a fresh approach to strategy, digital marketing, and technology for your growing businesses. StrataBlue understands that many companies are burdened with the challenge of staying competitive across the constantly evolving digital landscape. With new tactics and technologies being introduced daily, how are you supposed to keep up with all of these changes, on top of running your business and servicing your customers? We know you are busy providing your customers with the best experience possible, let us give you that same experience. Finally, what truly separates us from other companies, is our team, and the passion that we put into every thing we do. We treat your company with attention to detail, and a focus on results. It’s not good enough to just tell you we are going to help, we have to prove it.
Philosophy Business is about partnerships. StrataBlue is dedicated to creating lasting partnerships that cultivate growth personally and professionally. We strive to grow your business and in so doing we learn from one another. Generating business is our profession; Building leadership is our goal.