Pat Hightower is the vice president of business development at the Hightower Agency. Hightower has over 25 years of experience in the business sector, with a strong background in sales management and has served as a member of the board of directors for the Hightower Agency for 19 years.
The Hightower Agency was established in 1990 as a full-service advertising agency specializing in truck driver recruiting. Headquartered in Madison, Mississippi, with offices in Garrison, Iowa and St. Louis, Missouri, Hightower has been twice recognized as a "Fast 40" company by the Mississippi Business Journal. Learn more about their recruitment advertising services at www.hightoweragency.com.
Is Print Dead? Nope, Just Different.
As Mark Twain said when the New York Journal mistakenly published his obituary, “the reports of my death are greatly exaggerated.”
We all know the Internet has taken on a strong new role in recruitment advertising. And yes, it looks as if this may be a leading role. But carriers who have decided to only advertise may be missing the unique advantages that a printed message still offers. Using print advertising to recruit truck drivers.
Print still reaches a portion of truck drivers, and this portion could potentially be an audience you want to be in front of. Perhaps you place an eye-catching advertisement at a truck stop—that’s a memorable piece of content. Or say you place an ad in a popular newspaper or magazine available at that truck stop. If drivers take that recruiting digest back to their cab, you’ve successfully placed your company’s compelling message in front of them for up to three months. Yes, the average printed recruiting magazine has a 12-week shelf life. Online campaigns can get lost in the shuffle, giving print a boost when it comes to candidates remembering who you are and what you have to offer.
READ ALSO: Digital vs. Print: The Pros & Cons
Print offers a branding message within an ad itself. But even more importantly, your print ad can serve as an important gateway for your overall presence on the web. What makes a driver recruit decide to visit your website or Facebook Page? What brings your company to the top of their mind before they search out your company? Chances are it’s a printed message.
If you’ve fortified your print advertising strategy with the right contact information, such as QR codes and web addresses, you’ve provided that potential recruit with the reminder of your web presence and all information they need to make contact and learn more about you. The role of print is changing, and will continue to change as we move toward a digital era. However, that doesn’t mean print is totally dead. The question shouldn’t be, “Should I exclude print advertising all together from now?” But instead, “How can I use print to my greatest advantage?”
In this tough recruiting environment, who can afford not to use every tool in the arsenal to attract drivers?
Looking for the best ways to recruit truck drivers and enhance your recruitment advertising strategy? Contact The Hightower Agency, one of the top driver recruitment advertising agencies in the industry.
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The Hightower Agency is one of the best driver recruitment agencies. As one of the top recruitment agencies in the trucking industry, we offer a wide variety of driver recruiting services. Our driver recruitment consultants can get your company where it needs to be.