Gone are the days when newspaper was the main source for job placements. With competition in this day and age, trucking companies are using multiple hiring techniques and digital platforms in order to reach their target audience. This speaks true to driver recruitment advertising.
If you're up against the competition to fill trucks, you want every penny to count when it comes to recruitment ad dollars. Let's talk about Performance Marketing.
What Is Performance Marketing?
Lucky for you, the options in recruitment advertising have positively evolved over the last few years. Based mostly on the prevalence of the Internet as a search tool for both job seekers and employers hiring, better and more cost-effective ad techniques are on the rise. One of these powerful, and far more economical pay structures is Performance Marketing.
Performance-based marketing is a method of interactive paid advertising that pays on a "performance" basis. It consists of online advertising programs in which advertisers only pay when a specific action is completed. For example, your driver recruitment campaign might be based upon clicks or conversions. The intention is to drive action, as opposed to raise awareness.
What's Unique About It?
Unlike other forms of traditional advertising where fees are paid up front and don't really depend upon the success of campaigns, Performance Marketing means you only pay for valuable results.
On the contrary, for example, traditional billboard advertising isn't quantifiable. It's great for brand awareness, but if you're willing to pay for qualified driver applications, you want to know how that app got to you and how much you paid for it.
So instead of using your budget on an ad that basically floats out in space, Performance Marketing means shifting your time and dollars to specific actions within that ad (with the action being completing an app).
Performance Marketing is also a great route for companies ranging in size. By choosing this track, small businesses with a limited budget won't face the risk of pouring large sums into a useless advertising program that doesn't give answers. Driver candidates can be recruited in an incredibly effective and economical way with performance-based campaigns.
Where Can I Use It?
There are numerous digital platforms that allow for real-time measurement and optimization opportunities. The most common way to structure Performance Marketing is through pay-per-click campaigns. From Google AdWords to Facebook Advertising... there are various channels to implement this form of driver recruitment advertising.
How Measurable Is It?
Performance-based marketing is easily trackable and measurable. Since these type of campaigns let you see meaningful metrics such as cost per app, you can analyze the success of your advertising efforts and therefore make intelligent decisions in future campaigns.
In other words, if you run an A/B test and Campaign A flopped, next month you would make the decision to optimize your budget to Campaign B because that's what worked for you. It's all based on true measurement, leading to a positive return on investment.
What Else Should I Know?
While performance-based marketing is based on effectiveness, it's important to remember the first steps in order to make it work. This means targeting the right audience, designing attractive ads, and developing effective landing pages and click-through processes.
Battling through the truck driver shortage is no easy task, which is why you should consider a mix of Performance Marketing strategies to drive action and make the most out of your budget.
Connect with Hightower:
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.