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.
We live in a WI-FI world where content consumes us. Whether it's social media shares or simple Google searches, there's an entire ocean of content—everywhere, all the time. So as a company needing to recruit and hire truck drivers, how do you stand out? How do you get candidates to notice you over your competitors?
To state the obvious, you need a cutting-edge driver recruitment plan that blends an array of paid + unpaid efforts. To have a successful plan, you have to really understand what drives readers to click on, read, share, or interact with different kinds of content.
Why Headlines & Titles Matter
Headlines are often a reader’s first interaction with your brand online, so it’s arguably one of the most essential components in your driver recruitment strategy. It’s your first, and maybe only, chance to grab your target audience’s attention.
Aside from critical direct response techniques like job boards and pay-per-click campaigns, which clearly focus on driver positions in order to generate apps, titles in your content marketing efforts should not be forgotten about. Content is king to growing your brand online and engaging truck driver candidates.
The relationship between headline attributes and reader engagement is an interesting one. Of course it varies depending on the industry, search ranking, social outreach, reader audience, and other factors. On a universal level, let's talk about a few strategies for writing effective headlines that compel people to click, engage, and ultimately convert.
Let Them Know What They're Getting Into
Titles with bracketed clarifications such as: [video], [slideshow] [eBook] [photos] typically perform better than those without clarifications. People are more likely to click when they have a clear picture of what lies behind the headline.
- 12 Stats That Prove Truck Driving is a Top Career Choice [Infographic]
- How To Secure Your Load [Video]
- One Driver Who Reached 5 Million Safe Miles [Interview]
Let Them See!
This relates to our example above. Research shows including “photo” in your headline increases clicks and conversions. People want and need visuals. As our society becomes more obsessed with smartphones and the Internet, your trucking company's recruitment strategy will simply have to be mobile + visual to grab the attention of drivers.
Provide your readers with infographics, videos, and images. When thinking of your headlines and titles, let readers know that content is something of value and they have something to look at.
Simple, SEO-Friendly Words
If you optimize your online content based on keywords people are searching for, you’re more likely to show up higher in search results. So when writing your headlines, keep simplicity and SEO in mind. Better search results = better traffic = better conversion rates.
Not to mention, this logically seems like a better user experience. If you’re searching for a “Benefits of Being a Truck Driver,” you should expect to get just that.
Keep Headlines Short
How short is short? It’s best to keep your title length under 70 characters. Anything much longer can quickly deter readers. And it’s not only that—again, SEO counts when it comes to length.
If you’re wanting to rank in search (which, why wouldn't you?) a good rule of-thumb is to keep your headlines under 70 characters so that they don’t get shortened in search engine results. If you can’t get your headlines short enough, make sure you include the most vital information early on in your title and meta description.
- Include bracketed clarifications. Readers like to know what they’re getting before they click.
- Include photos in your content when possible.
- Keep headlines under 70 characters.
- Put SEO keywords in and early on in your titles.